We’re Using AI at LeadPoint. Here’s What That Actually Looks Like.
By LeadPoint Digital
Everyone in marketing is talking about AI right now. Fewer agencies are actually doing anything with it beyond a chatbot subscription and a few prompts.
We wanted to be in the second group, but we wanted to get there carefully.
“The better conversation is figuring out if it can help you before you make a blanket AI decision,” said Carrie Cousins, VP at LeadPoint Digital, in her column on how to know when it’s time to pivot. “At LeadPoint Digital, we approached this pivot with a lot of conversation. From ethics to usage to governance, AI has been an integral part of conversations at our company.”
Part of that process included internal project groups, small teams tasked with solving a real workflow problem using AI. These groups built expertise and solutions along the way, then recommended whether to adopt or abandon what they built. Three projects came out of our first round, each one aimed at a different corner of our day-to-day work, from account management to new business to research.
None of these tools replace the people doing the work. They are built to take the repetitive parts off our plates so our team can spend more time on the strategic thinking clients actually pay us for.
This is part of a broader push across the company. Every team member was encouraged to find an AI course or certification that interested them this year and complete it. We picked a toolset and made sure everyone had access and understood the rules for using it. Training has continued throughout the year, and the conversation stays open as the technology keeps changing.
We’re also continuing to learn outside our own walls. Managing Partner Brad Timofeev and President Steve Timofeev will attend MAICON, the Marketing AI Institute’s annual conference, in Cleveland this October to bring back the latest thinking on how agencies are adopting AI responsibly and effectively.
None of this has been a full pivot overnight. As Cousins put it, moving a few degrees at a time has been a lot more successful than a full 360, and it’s meant we could develop a path forward without changing the level of service our clients get or expect from us.
That’s the part we want clients to take away from all this. We’re not chasing AI because it’s trendy. We’re testing it deliberately, keeping what works, and being honest when something doesn’t, so that what we bring to your account is something we’ve actually vetted, not just something new.
