How AI is changing the agency business model

Having touched on the omnipresent topic that is AI in pretty much every episode, this time we dive right in. Our guest is Chris Johnson, Founder and CEO of the AI consultancy, TomorrowToday. 

And wow, does he give value for money. While much of the industry discourse around AI centres on creative tools and ideation speed, Chris is focused on commercial application. 

Our conversation starts with him sharing detailed advice on how agencies can reinvent their pitch process using commonly available AI tools. From simple efficiencies, to the creation of synthetic target audiences – and even synthetic clients! – he describes how you can proactively improve not just your ideas, but also how well they land. 

Chris also shares his experience of the challenges associated with getting agency teams on board with wholesale adoption of new tools and technologies. 

We wrap the episode by looking forward – exploring how AI will inevitably impact the way that agencies sell, price and make money. 

This is such a valuable conversation. As well as honesty, humour and pragmatism, Chris brings plenty of clarity – not least on what AI can’t do, as well as how these emerging tools can help you generate real commercial impact. 

Highlights:  

[01:41] How Chris first blew my mind

[02:51] Reinventing your pitch process with AI

[05:50] How synthetic audiences can improve your ideas

[10:00] Creating an AI version of what your clients care about

[15.30] Creating commercial value with AI tools

[18.25] How agency adoption dramatically varies 

[20.15] The mindsets that help agencies use AI effectively 

[25.20] How AI will redefine the agency business model 

[27.25] AI, value-based selling and why differentiation is essential 

[32.35] Can agencies really price on deliverables? 

[35:50] Advice for agency leaders on driving AI adoption