Originally Published: December 5, 2025
AI isn’t just a tool that marketing companies are using to complement their other products. It’s now almost become a competitive weapon — something that can differentiate them from their rivals. But how are the top companies using it to dominate the competition? What secrets are they tapping into? Let’s take a look.
Changing Agency Operations
First, a lot of agencies are simply using AI to change agency operations. Instead of operating under the old manual paradigm, they’re looking for opportunities to insert AI into their workflows.
For example, many agencies are using it for efficiency. They’re able to create content calendars, blog target lists, and even content in seconds when it would have usually taken hours and a lot of money.
What’s more, the rise of AI-first agencies is changing the game. Many of these are combining the ingenuity of humans with the efficiency of AI to deliver service quality that was unthinkable just three years ago.
Scalable Video Production
AI is also helping agencies offer scalable video production to their clients, something that was notoriously expensive in the past. For example, the growth of lipsync avatars is changing the game. These creations are boosting conversions and allowing agencies to embody brands without having to go through expensive filming and editing processes. AI is essentially doing the majority of the hard work for them.
The same is true of visual assets, too. Again, these can now be mass produced to a much higher quality than ever before.
Improved Answer Engine Optimization
Another perk of adding AI to agency operations is the boost in answer engine optimization (AEO). Unlike SEO, this focuses on providing users with the answers they want to their queries.
Agencies are essentially using AI to determine what AI wants in these contexts. For example, Google’s AI summary is now becoming “hackable” by creating linkable content the AI can use to provide users with answers to their questions. Then, searchers can simply click on the appropriate link to get forwarded to the information they want.
Autonomous Customer Service
Historically, small agencies have struggled to provide their clients with a high level of customer service. It’s hard to do when there are only one or two full-time employees. Most of the day is taken up dealing with issues instead of pushing the business forward.
However, tools like Crafter.ai prove that this approach is no longer necessary. Many of these will literally carry out full conversations with prospects and guide them through all your processes, including your services and upselling them. It’s such a massive upgrade while enabling your core team to focus on building the business instead of putting out fires.
Data-Driven Insights
Lastly, AI makes marketing more data-driven. Because of how it works, it’s able to collect information from disparate sources and then consolidate it into a single cohesive unit that can be analysed. For example, marketing companies can see which approaches boost customer satisfaction the most, or lead to the most follow-up referrals. This is the edge many want.
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