Using AI for smarter agency collaboration.

Artificial Intelligence. Love it, fear it, or still think it’s mostly sci-fi, there’s no denying that it’s now an integral part of the creative industry. And while we embrace it, it’s important to remember that it’s not the answer.

We like to think of AI as more of an assistant, and just like any assistant, it works best when it’s supporting, not replacing. When used right, it can help streamline projects, improve communication, and bring your ideas to fruition faster and more clearly.

So, how can you use AI to get better results when working with a creative agency? We sat down with key members from our brand, web and marketing teams to get some advice. Here’s what they had to say.

01. Branding

Moodboards, messaging, and making the vibe make sense

Lotte: Some of the best uses I’ve seen are when clients have a vague feeling that they just can’t find the words to communicate. They then use AI to help make it visual or verbal. You know that moment when you’re trying to say, ‘I want it to feel modern but with a rustic softness, not too industrial but still a bit edgy,’ and everyone’s eyebrows start to twitch? That’s where AI comes in. It’s like a visual translator.

Moodboards, mockups, even writing a pretend about page. It gives us something to react to. And it helps you as a client articulate what you do or don’t like. It just bridges that communication gap.

Harry: Definitely. Visualising abstract concepts is a big one. AI image generators can also help, especially if you’re struggling to find something online. You can turn your thoughts into rough visual concepts and create more accurate moodboards, helping us understand your aesthetic direction more clearly. This reduces guesswork, speeds things up, and keeps us all aligned.

Tip: Use AI tools to generate brand statements, value propositions, and example logos. They’re not the final answer, but they’ll get you there quicker.

2. Marketing

Words, visuals, and campaigns that actually connect

Stephanie: In our experience, AI is a huge blessing if used right. It’s super helpful for ideas and using it as a starting point, especially for creating content, which can take up so much time. It’s not the final draft, but it kickstarts things and gets you past the blank page.

Hattie: Exactly, it’s just a starting point. And we’ve also had great success with some clients using it for visuals. One came to us with several designs for an e-shot, and although they were completely off-brand, it helped them communicate clearly what they needed the campaign to do. This starting point cut out so many reiterations and got us to the final version really quickly.

Beth: Yeah I think the key point is that it’s a partner. You can use it as a soundboard to bounce ideas off, and we can then work together to refine those ideas and deliver something that’s even stronger and more in line with your vision.

Tip: Use AI like a brainstorm partner. It won’t give you the answer, but it’ll help you ask better questions.

3. Web

Structure and experience for a strong digital presence

Mike: When it comes to websites, clients often come to us with a lot of ideas but sometimes struggle to picture how those ideas actually translate into a functional site. Of course, we’ll help, it’s what we do. But you can also use AI to talk things through, generate rough flow diagrams, and give us something to discuss. This cuts out a lot of back and forth.

For user journeys, again if you’re struggling to explain the layout in your head, then pop it into AI. This can help make your UX and navigation priorities clearer for more effective designs, helping us better understand the structure you need and the real user journey.

It might not be pretty, but it’ll help both of us see what you’re imagining and that clarity will save rounds of revisions.

Dan: It’s also brilliant for content placement. Instead of Lorem Ipsum, you can use AI to create placeholder text for different sections of a page. This lets us quickly mock up a layout with content that reflects your message, even if it’s not the final copy. This then shows you how much text fits and how the overall message will be presented visually.

Tip: Experiment with AI tools to create basic website structure ideas, content placeholders, or to map out ideal user journeys. This gives your agency partner a strong foundation to build upon.

4. Project management & communication

Keeping everything on track and everyone in the loop

Roksana: Effective project management is all about clear communication and staying organised. From a client’s perspective, AI can be a complete game-changer here. With all those notes from meetings or brainstorming sessions, sometimes it’s hard to remember every detail or action point.

Use AI tools to input your notes and summarise key discussions, pulling out action items and assigning them. This gives you a concise record of decisions, responsibilities, and timelines, and can help cut down on misunderstandings and follow-up emails.

Will: Exactly. Some clients have also used AI to draft communication they’re sending to us. For example, if you’re sending over a detailed brief or need to consolidate feedback, AI can help you structure that information clearly and concisely. It just helps articulate thoughts into a structured message, so that it’s easier for us to understand and act on.

But I just really want to add, it’s not the answer. Always proof whatever it gives you and make sure it makes sense, because we’ve actually had more clients use it in ways that add complications than not. It’s a powerful tool for outlining or getting started, but it’s not a substitute for human thought and care.

When using AI, it needs clear, concise prompts providing as much context and direction as possible. Otherwise, you risk miscommunication and missing information. Honestly, for sensitive or nuanced communications, or when a quick, direct message is paramount, your own words are often the most reliable.

At the end of the day, it’s all about streamlining the flow of information. The clearer and more organised the input we get from you, the faster and more accurately we can deliver.

Tip: Use AI to summarise meeting notes, generate clear action points, or help structure complex feedback before sending it to your agency. This boosts efficiency and keeps projects running smoothly.

Should you use AI when working with a creative agency?

Absolutely. But use it with caution. It’s an assistant, not the answer, and it’s more of an evolution in how we communicate and collaborate. Bring AI-generated ideas, images, and words to the table. Use it to clarify what you want. Use it to express thoughts you can’t quite say. Use it to save time, refine your brief, and make decisions faster.

Just remember that it’s a starting point that supports real humans like you to drive stronger results.

Want to know more about how to get the most from your agency partnership? Follow us on LinkedIn for weekly insights, or if you’ve got questions, feel free to get in touch.