In this session, with John Briggs and Cathy McPhillips, you’ll get expert insights into what it actually takes to make AI useful inside an agency production line, without blowing up quality, trust, or margin. It is a practical reality check on why pilots often look great in week one, then quietly fall off when nobody can prove what “good” looks like or what the real impact of the pilot was.

You will walk away with a simple, repeatable approach: start with one measurable use case, ground it in the right data, plug it into the tools and steps where work already happens, and keep humans in the loop with governance that stays out of the creative team’s way. John also gets specific on where agencies see the fastest wins and how to keep AI costs predictable by choosing the right model for the job.

John walks through concrete “agent-in-the-workflow” examples where AI runs inside the steps teams already use: an agent goes out to pull the right source data, checks content, annotates assets, flags exceptions back to a human, then moves the work forward when it’s clean.

Save the date:

📅 24 March – 11:00 EST │16:00 GMT

What you’ll discover:

• Why agency AI needs to be built into delivery workflows, instead of being tested in isolation
• The “foundations” that stop pilots from failing: data readiness, integrations, oversight, governance, and success measures
• How to pick a first AI use case that proves ROI fast, then scale client by client
• Real examples of workflow-first automation, from brand compliance checks to turning messy feedback into clean tasks
• Practical application of where AI fits into current workflows to provide real, measurable impact