AI Isn't A Secret Weapon - It's the New Agency Normal

As we head into 2025 and beyond, AI isn't just a tool - it's the new normal. For any forward-thinking agency, failing to adapt to AI is akin to the missed opportunities by Kodak or BlockBuster's. AI must be an integral part of the agency toolkit.

We’re beginning to see agencies labelling themselves "AI-enabled" and "AI-first", much like "computer-enabled" or "internet-enabled" were decades ago. But it’s clear that all industries will leverage AI, just as they did with computers and the internet.

We won’t be labelling ourselves an 'AI Agency' because marketing and communications are fundamentally about influencing people, and that requires the human touch. While we embrace technological advancements like AI, we believe that true influence is achieved through the nuanced understanding and empathy that only humans can give. AI is a powerful tool in our arsenal, but it’s the combination of AI with our human-centric approach that truly defines our work.

Since AI's transformative impact following ChatGPT's launch back in October '22, the imperative for adaptation in agencies has never been stronger. At Clarity we’ve embraced this change early, incorporating AI as a powerful ally to our team’s human insights, ensuring we remain at the cutting edge while grounded by our experience and expertise.

In response to these changes, we've rolled out a number of strategic initiatives, aimed at leveraging AI with our team's expertise at the heart of everything we do:

• Clara AI - Our Proprietary Technology
  • First launched in early 2023 we developed Clara AI, our proprietary technology. Clara AI not only guarantees data safety but is also tailored to meet the unique needs of an agency. Clara empowers our teams to utilise AI effectively, ensuring that we deliver marketing and communications relevant outputs and secure solutions to our clients.
• Developing our AI Literacy
  • As AI becomes ever more prevalent, being literate in AI is crucial for our teams. We’ve invested in training programmes and workshops to ensure our team has the necessary skills to make the most of AI for our clients. And this will continue in 2025 and beyond.

• Investing in AI Technology
  • Alongside our investments in Clara AI we’ve been actively investing in off the shelf technology. With Gemini for Google Workspace now available to the majority of the team for all day-to-day production alongside a purposeful engagement with AI within our broader suite of technology partners.
• AI Policy that provides guardrails
  • Clarity's AI policy prioritises the ethical and responsible use of AI. This includes maintaining transparency in its use of AI, protecting data integrity and privacy, and ensuring that AI outputs remain under human oversight and accountability. These policies are designed to encourage responsible innovation, provide guardrails and protect the interests of our clients - all while enabling our team to leverage this technology.
• AI Working Group
  • Our AI Working Group supports our AI initiatives by acting as ambassadors and providing guidance throughout the business. They help ensure that our team is equipped to use AI responsibly and effectively, promoting an environment of collaboration and continuous learning.

At Clarity, we see AI as a tool to enhance and elevate, not replace, human creativity. As we adopt these advancements, our focus remains on delivering exceptional results through a balance of technology and human touch.

We’d love to help your brand succeed in this new-normal, get in touch if you’d like to hear more.