Embracing Generative AI: A Practical Guide for Creative Agencies

Generative AI is no longer just a buzzword, it’s becoming an essential tool for creative and marketing agencies. With the ability to automate tasks, generate content, and enhance creativity, AI is reshaping workflows and opening new avenues for innovation. Let’s explore how your agency can effectively implement and leverage generative AI.

Stephen Neville, former agency owner and CEO of BugHerd (leading website feedback platform), hosted an insightful webinar with Jules Love, CEO of Spark—a consultancy that helps creative and marketing agencies make sense of AI.

In this blog, we’ll break down easy, practical ways your agency can start using generative AI. We’ll cover how AI can help with research, brainstorming creative ideas, and even delivering final work. Plus, we’ll share tips on getting your team on board, handling common challenges, and making sure you’re using AI in a way that still puts human creativity front and center.

You can watch the full webinar anytime, or just keep reading for the key takeaways!

Traditional vs Generative AI

Unlike traditional AI, which is mainly used to analyze data, identify patterns, and make predictions, generative AI takes things a step further—it actually creates new content from scratch. That means it can write text, design images, produce audio, or even generate videos, all based on simple prompts. 

Tools like ChatGPT, MidJourney, and Stable Diffusion are opening up exciting possibilities for agencies by speeding up idea generation, boosting creative output, and helping teams bring concepts to life more quickly and efficiently. It’s like having an extra creative partner that never runs out of ideas.

Real-World Applications in Agencies

1. Research and Strategy

Generative AI excels at processing large volumes of data, making it invaluable for market research and strategic planning. For example, it’s able to quickly summarize …

• Interviews
• Focus group transcripts
• Competitor analysis reports
• Campaign performance data
• Meeting notes and brainstorm sessions 
• Briefs and project documentation 
• Content performance analytics 
• Industry news and trends 

AI can also assist in building customer personas and testing campaign propositions, giving you a head start in developing insights.

2. Coming up With Creative Ideas

When it’s time to brainstorm and shape early concepts, generative AI is proving to be invaluable. Whether you’re dreaming up campaign visuals, building out storyboards, or roughing out product mockups, AI tools can help speed up the process and spark fresh ideas you might not have thought of otherwise.

Design tools like MidJourney and DALL·E 2 can whip up impressive imagery based on just a few words, while something like ChatGPT can help write the first version of a script, tagline, or ad copy to get the creative juices flowing.

One excellent example: Absolut Vodka used generative AI to produce 300 unique cocktail recipes, complete with visuals, for bars across the U.S.—and they did it in just four weeks. That kind of volume would’ve taken a huge team and a ton of time without the help of AI.

3. Delivering Final Assets

Generative AI isn’t just for mockups anymore. While it’s not always perfect out of the box, some brands are starting to confidently use AI-generated content in their final campaigns. Think videos, images, and even written pieces that make it all the way into the public eye.

Big names like McDonald’s and Mango have already jumped on board, experimenting with AI to create content for real marketing efforts. As the tech improves, it’s likely that more agencies will adopt this approach—saving time, cutting costs, and freeing up creatives to focus on the high-value parts of the process.

AI might not be ready to take over the whole job, but it’s already proving to be a solid partner when it comes to bringing campaigns across the finish line.

How to Start Using Generative AI in Your Agency

Bringing generative AI into your agency’s workflow doesn’t have to be overwhelming, but it also doesn’t happen overnight. Here are some simple ways to ease into it and build confidence along the way.

1. Upskill Your Team

Most AI tools are easy enough to try, but using them well, especially in a professional setting, takes a bit of learning. Think of it like any creative tool: the more you understand it, the better the results.

Start by pointing your team to beginner-friendly content like YouTube walkthroughs or free online guides. As your skills grow, you might want to invest in training tailored to the marketing or creative industry. Companies like Spark, for example, offer sessions designed specifically for agencies looking to integrate AI across different parts of their workflow.

2. Play Around and See What Sticks

Don’t wait for the “perfect” AI use case to start experimenting. The best way to learn is to jump in and try things. Use AI during early-stage brainstorming, content drafting, or concept visualisation; wherever it feels like it can speed things up or spark fresh ideas.

One common mistake? Thinking AI is here to replace people. It’s not. It works best when it’s used as a creative boost, not a full-on substitute. Encourage your team to play, test, and see what works. You’ll soon discover where AI adds value and where a human touch is still essential.

3. Set clear guidelines

As you start using AI more regularly, it’s a good idea to have some ground rules in place. Think of it as your team’s “how we use AI” playbook. It should cover where AI fits into your process, how it supports (not replaces) your talent, and what ethical or legal considerations need to be kept in mind.

Data privacy is a big one, so make sure you’re using secure, licensed versions of tools. For instance, paid versions of platforms like ChatGPT often come with better data protection, which is crucial when you’re dealing with sensitive client work.

Tackling Common Concerns Around AI

Adopting generative AI isn’t all smooth sailing. It’s normal for teams to have mixed feelings. Some folks worry it might take over their jobs, while others have valid concerns around privacy and ethical use.

The truth? AI isn’t here to replace creative people; it’s here to support them. Think of it as a powerful co-pilot that helps you move faster and think bigger. The magic really happens when humans and AI team up. That’s where the most exciting and original work comes from.

To ease concerns, be upfront with your team about how AI will be used. Show that it’s a tool, not a threat. And don’t forget your clients … some might be hesitant about AI-generated content. Have open, honest conversations about how and where you use it. A little transparency goes a long way in building trust and setting clear expectations.

Looking Ahead: The Future of AI in Agencies

AI is still in its early days and what we’re using now is just the beginning. These tools are only going to get smarter, faster, and more integrated into everyday workflows. The agencies that embrace this now will be way ahead when the tech really hits its stride.

There’s a quote often attributed to Steve Jobs: “People overestimate what they can do in five years and underestimate what they can do in ten.” That rings true here. The tools we’re playing with today might feel basic in a few years, but only if we keep learning and adapting along the way.

Staying sharp and open to change will be key.

Wrapping It Up

Generative AI is opening up big possibilities for creative and marketing agencies. From speeding up content production to unlocking fresh creative thinking, the benefits are hard to ignore. But to make the most of it, agencies need to be proactive:

• Train your teams
• Experiment boldly
• Create clear guardrails for how AI fits into your work

The agencies that lean in now will be the ones shaping the future of the industry.

Want a head start? Jules Love has put together a super handy cheat sheet that breaks down how to use AI at each stage of a project—and which tools are best for the job.

Get the cheat sheet here.