Hey, marketers in the loop.

A special welcome to all our new community members who joined us this week. 🎉

While today's deep dive and case study are the main attractions, don't miss the interesting links I've curated in “My Favorite Finds" section below.

And… I'm always looking to improve and would love to hear your thoughts. Drop me a line and say hi. Help me help you!

Onward.

In this issue:

• Smart questions to ask your agency about AI (before it's too late)

• BestPlaces vs. Google update: How Jasper helped their recovery

• OpenAI's event tomorrow on marketing use cases beyond content generation

• And much more

Reading time: 10 minutes

MY FAVORITE FINDS

Event

▪️ Put AI to work for marketing teams: Go beyond content generation (OpenAI)

Industry News

▪️ Why AI companies are dropping the doomerism (The Verge)

▪️ LinkedIn launches its first AI agent to take on the role of job recruiters (TechCrunch)

▪️ Microsoft's Windows Agent Arena brings AI assistants keyboard-deep to Windows PCs but there are critical security and performance concerns (Windows Central)

▪️ Apple Intelligence rollout started this week – how will marketers use the new AI features? (The Drum)

▪️ Meta builds AI search engine to cut Google, Bing reliance, the Information reports (Reuters)

▪️ Annoyed Redditors tanking Google Search results illustrates perils of AI scrapers (ARS Technica)

Thought leadership

▪️ Forrester's Predictions 2025: An AI reality check paves the path for long-term success (Forrester)

▪️ Marketing Operations will take center stage in 2025 (Forbes)

▪️ Top five AI concerns raised at ANA Masters of Marketing 2024, from labor to copyright law (The Drum)

▪️ A marketer’s guide to implementing generative AI (Martech)

▪️ Learn which generative AI solutions deliver tangible marketing technology results — boosting efficiency and scaling operations effectively (Martech)

▪️ Gartner predicts AI agents will transform work, but disillusionment is growing (Venture Beat)

DEEP DIVE

Agency (Or Other Partners) Using AI? Here's What You Need to Know

The big picture: Your agencies and partners are diving deep into AI, whether you're ready or not. With 91% of U.S. advertising agencies either using or exploring generative AI, marketers can't afford to stay in the dark about their partners' AI practices. The stakes are higher than ever, as AI capabilities expand and potential risks multiply.

Why This Matters Now

Significant industry concerns persist around legal issues, data protection, and output accuracy. These aren't just theoretical problems – they're business risks that could directly impact your brand. According to recent reports, to reduce risks big brands are asking for more transparency and increasingly adding AI-specific clauses to their agency contracts, with some requiring explicit approval for any AI usage.

Consider these potential scenarios:

• Accuracy: AI-generated content produces incorrect or inappropriate messaging that damages your brand reputation and requires extensive crisis management

• Brand safety: Customer data gets compromised through inadequate AI security protocols, resulting in regulatory violations and damaged customer trust

• Intellectual property: Your agency uses AI-generated content without proper attribution, leading to copyright infringement claims against your brand and costly legal battles

But first, let's be real: some brands might not be prepared for this conversation. You're not alone if you feel overwhelmed. Although major brands and holding companies are at the forefront of these client-agency conversations, it could impact companies of all sizes. This is why we're bringing it to your attention. You can always come back to it later if needed. Just be mindful of the potential risks to assess the right timing. It all depends on the agency scope (the bigger the initiatives the more critical, same with level of investment), and how likely things can go sideways.

Essential Questions to Ask Your Agency (And Partners)

Now that you understand the stakes, you need to have some crucial conversations with your agencies. I've organized these questions into key areas to help you structure these discussions effectively. Think of this as your conversation starter kit – you don't need to ask every single question, but each category represents an important aspect of AI implementation that deserves attention.

I've been fortunate to work with amazing agency partners throughout my career (and still do). I see this as an opportunity for all of us to learn and grow together. While we're all navigating these new AI waters, I'm confident you'll discover not just potential risks but valuable opportunities along the way.

Strategy and Implementation

• AI integration: What is your overall AI strategy and how is it integrated into your services?

• AI council & policies: Do you have an AI council or formal policies in place?

• Training: How do you train staff (including freelancers) on AI usage?

• Tools: Which specific AI tools do you employ in each service?

• Governance: What processes ensure consistent AI implementation across teams?

Human Oversight and Quality Control

• Human oversight: What is your review process for AI-generated outputs?

• Hallucination: What measures are in place to prevent AI hallucinations?

• Intellectual property: How do you manage copyright and intellectual property rights?

• Quality control: What quality control checkpoints exist in your AI workflow?

• Consistency: How do you ensure brand voice consistency in AI-generated content?

Data Protection and Privacy

• Compliance: How do you ensure compliance with privacy regulations?

• Data breaches: What security measures protect against data breaches?

• Client data: How do you use client data in the inputs?

• AI training: Do your AI tools save or learn from client data?

• Legal standards: How do you keep up with updated legal standards?

Performance and Optimizations

• AI effectiveness: What metrics do you use to evaluate AI effectiveness?

• Cost efficiencies: What cost efficiencies have you achieved through AI implementation?

• AI impact: How do you measure AI's impact on campaign performance?

• AI augmentation: How do you compare AI-augmented versus human-led campaign outcomes?

• Case studies: Can you provide case studies showing AI-driven results?

Best Practices for Agency Partnerships

Once you've had these initial conversations, it's time to evolve your existing agency frameworks to address AI-specific needs. Here's a practical approach to help you manage these partnerships effectively and safely. Consider this your playbook for building stronger and more transparent relationships with agency partners.

1. Update Your Contracts

Consider adding or updating specific clauses about:

• Required transparency around AI usage

• Mandatory approval processes for specific use cases

• Clear delineation of liability

• Data protection requirements

• Copyright and ownership guidelines

• Regular reporting requirements

• AI tool usage restrictions

• Quality control standards

2. Establish Regular Reviews

Set up a consistent cadence of check-ins to collaborate, monitor and optimize AI usage. Plan to cover:

• Schedule recurrent updates on AI implementations

• Review performance metrics and case studies

• Assess compliance with agreed-upon protocols

• Share your brand's evolving AI policies and requirements

• Collaborate on testing new AI applications

• Establish clear escalation paths for AI-related concerns

• Create feedback loops for continuous improvement

3. Monitor for Red Flags

Watch for:

• Reluctance to discuss AI processes

• Over-reliance on automation without human oversight

• Unclear data handling practices

• Lack of documented AI policies

• Poor version control in AI-generated content

• Inconsistent quality control measures

• Resistance to transparency requests

Moving Forward

Did I mention that the AI world is evolving rapidly? So… Your agency relationships need to evolve with it. By establishing clear guidelines, maintaining open dialogue, and regularly assessing AI capabilities, you can harness AI's benefits while protecting your brand's interests.

Remember: This isn't about restricting innovation – it's about ensuring AI serves your brand's goals while maintaining ethical standards and brand safety. Start these conversations with your agencies today to build stronger, more transparent partnerships for tomorrow.

PS: I know it's a lot, and that you might not be ready for it now. But I've got your back. Next week we'll cover how to create an AI Policy. Stay tuned.

CASE STUDY

How BestPlaces Bounced Back from a Google Update Using AI

What happens when your website traffic tanks after a Google update? Just ask BestPlaces, a website that millions rely on for data about where to live, work, and visit in the United States. Here's their comeback story.

The Wake-Up Call

Picture this: You're running a successful website providing trusted location data - everything from crime stats to school ratings. Then Google tweaks its algorithm, and suddenly your traffic nosedives. That's exactly what hit BestPlaces.

Al Olsen, BestPlaces' CTO, remembers the challenge clearly: "We had great data, but we needed to present it in a way that would resonate again with both users and search engines. And we had to do it at scale."

Finding a Way Forward

Instead of throwing in the towel, BestPlaces got creative. They turned to Jasper, integrating it directly into their platform to tackle a massive content challenge: creating unique, engaging descriptions for thousands of locations across the U.S.

"AI became a tool in my belt that keeps the website relevant for our audience," says Olsen. But they weren't just plugging in AI and hoping for the best. The team carefully fine-tuned their approach, ensuring each piece of content maintained their signature data-driven, trustworthy style.

The Results Speak Volumes

The numbers tell quite a story:

• Traffic jumped 800% (yes, really)

• Over 80,000 location descriptions crafted

• Saved roughly a million hours of writing time

• Started outranking major competitors

But here's what's really interesting: The marketing team suddenly had time to focus on creating engaging feature articles and thinking strategically about growth.

What We Learned

BestPlaces' story shows that recovering from an algorithm hit isn't just about technical fixes. It's about being smart with new tools while staying true to what your users trust you for.

A few key insights stand out:

• AI works best when it enhances your existing strengths rather than replacing them

• Quality still matters - a lot

• Freeing up your team's time can lead to unexpected creative wins

• Sometimes a setback forces innovation that actually makes you stronger

The Road Ahead

BestPlaces built a content engine that scales efficiently while maintaining the quality their users expect. More importantly, they've shown that with the right approach, AI can help create content that both algorithms and humans appreciate.

Worth noting: This wasn't an overnight fix. It took careful planning, testing, and refinement to get it right. But for BestPlaces, that effort paid off in ways they hadn't even imagined when they started.

Looking to try something similar? Remember that tools are just tools - it's how you use them that matters. Focus on your audience first, then figure out how AI can help you serve them better. That's what turned BestPlaces' story from a potential cautionary tale into a masterclass in digital resilience.

ICYMI

▪️ Transforming AI Anxiety Through Open Source Change

▪️ AI And Copyright: A Quick Marketing Guide

▪️ How to Minimize AI Hallucinations

▪️ Hershey's AI-Powered Halloween Campaign

Did you like this email? Share this link with a friend for a virtual hug!