Why AI Makes Agency Expertise More Valuable

Marketing teams are being asked to do more with AI, often without the time, training, or resources to figure out how it fits into their day-to-day work.

In a recent Advertising Week article, Calvin Nichols, SVP of Product Development at Go Fish Digital, explains why agencies have an important role to play in helping businesses adopt AI effectively.

Agencies have spent years building specialized capabilities for clients. As AI becomes part of everyday marketing operations, that experience is proving useful in new ways.

Key Takeaways

1. Marketing teams need more than access to AI tools.

Many businesses want to use AI but lack the internal resources to implement it effectively. Agencies can bring experience in connecting tools, improving workflows, and identifying where AI is worth the investment.

2. Poor AI implementation can create more work.

Calvin points to common issues, including inconsistent dashboard reporting, unnecessary use of expensive AI models, and sensitive information entering systems without proper safeguards. These problems can outweigh the time AI was supposed to save.

3. AI costs won’t necessarily stay low.

Affordable AI tools have made experimentation easier, but pricing could change. Businesses need to consider the long-term cost of AI-powered workflows rather than assuming today’s pricing will last.

4. Agencies have already learned from testing AI.

Pressure to deliver faster with tighter budgets has pushed agencies to experiment with AI early. That hands-on experience helps them understand which tools work, where automation falls short, and when human oversight is necessary.

The Go Fish Perspective

AI is creating new possibilities for marketing teams, but adding tools without a clear plan can lead to unnecessary costs, unreliable outputs, and more complicated workflows.

Calvin’s article points to an important consideration for brands: how AI fits into the way their teams already work.

At Go Fish, that means evaluating tools based on what they can reliably accomplish, understanding their limitations, and building solutions when existing technology doesn’t meet the need.

For businesses, working with an agency that has already tested these approaches can save time and help avoid costly mistakes. Internal teams can focus on their priorities while drawing on specialized experience to make better decisions about AI.

Read the Full Story

In Advertising Week, Calvin Nichols discusses how agencies can help businesses make practical decisions about AI adoption, from choosing the right tools to managing costs and improving workflows.

Originally Published by Advertising Week: AI Doesn’t Make Agencies Less Relevant. It Makes Them More Necessary. by Calvin Nichols, SVP of Product Development at Go Fish Digital.