Using AI in a Digital Marketing Agency

Our head of digital strategy, Simon Kelly, was recently interviewed by David Jenyns from SYSTEMology about how we’re using AI within our digital marketing agency.

They cover topics including:

• AI-powered content creation for websites
• Improved client communication with AI call summaries
• Speeding up sales proposal writing with AI
• Automating recurring tasks, freeing up time for strategic work

Watch or listen to the full interview below.

Video summary

In today’s fast-paced digital landscape, artificial intelligence (AI) isn’t just a buzzword—it’s transforming industries, departments, and teams globally.

Recently, AI’s role has become increasingly significant, offering innovative solutions and streamlining operations. As someone who’s been shining a light on business owners leveraging smart systems, I was thrilled to sit down with Simon Kelly, a bit of a legend in the SYSTEMology community and director of SGD, a digital agency making notable strides towards becoming an AI-first company.

When did Simon first notice AI’s potential?

About a year and a half ago, a simple experiment with chat GPT sparked his curiosity. While he recognised AI could quickly generate content, he also foresaw a downside—a surge in mundane content flooding the internet. This dual perspective—acknowledging both AI’s promise and pitfalls—pushed Simon to explore more value-added uses for AI, particularly in enhancing efficiency and team empowerment.

For Simon, the journey into AI wasn’t without its hesitations. Initially, he avoided using AI in SEO projects, fearing Google’s response to AI-generated content. Instead, he found AI helpful in areas like social media and email marketing, where AI could articulate team ideas more effectively.

Simon’s philosophy is simple—AI should solve real business problems.

In digital agencies, one significant challenge is communication—both within teams and with clients. AI helps streamline these processes, transforming potentially chaotic communication into structured and efficient exchanges.

One of the most tangible benefits Simon has experienced is in sales.

Proposals, traditionally a source of procrastination, are now generated more quickly and accurately with AI. By feeding a transcript from client calls into chat GPT, Simon swiftly crafts business needs, audience insights, and targeted solutions, all formatted into a template.

This not only saves time but enhances client relations with prompt and professional feedback.

AI’s impact on reporting tasks is substantial.

For instance, monthly SEO reports, once a dreaded chore, are now partially automated, freeing up time for more strategic and creative work.

Simon’s transformation into an AI-savvy agency has also inspired his team. From Google Ads to customer interactions, the entire team is exploring AI’s potential to enhance efficiency and client outcomes. Simon’s strategy focuses on real-world impact rather than chasing shiny new tools.

If you’re considering diving into AI, Simon recommends identifying key areas in your business where AI can make a significant impact. Sometimes engaging an AI consultant can catalyse this process, helping you implement solutions tailored to your specific needs.

As we navigate this evolving technological landscape, Simon’s approach underscores a crucial lesson: understanding your processes and leveraging AI smartly can fortify your business against disruptions and prepare for a future where AI plays a central role.

For more insights or if you’re curious about how Simon and his team are pushing boundaries with AI, feel free to connect with Simon Kelly on LinkedIn.