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Agency

What AI gets wrong in an agency

The same request, answered twice by the same AI. The first answer is built only from what's written down: the brief, the timesheet, the style guide. The second also has what your team knows.

Most of what makes the second answer right lives in your most experienced people's heads, and it leaves with them unless someone writes it down.

  1. A client update

    “Draft this week's update for Hartwell.”

    Without your context

    Hi all, great progress this week! The homepage designs are ready for your review, and everything's on track.

    With it

    Send it to Priya first, not the whole team: she asked to see updates before her director does. Lead with the delay on the product photos, which came from their photographer, and give the new date.

    What it was missing
    Who sees updates first, and why this week's delay happened.
    What it costs
    Their director reading about a delay before your contact can explain it.

  2. Writing for a client

    “Write three LinkedIn posts for Corran Engineering.”

    Without your context

    Exciting news! We're thrilled to share our latest project, and we can't wait to tell you more!

    With it

    Plain and factual, no exclamation marks: their MD can't stand them. And don't name the defence contract; their agreement with that client doesn't allow it.

    What it was missing
    The client's taste, and what they're contractually not allowed to say.
    What it costs
    Posts the client won't approve, or one that breaches their contract in public.

  3. Billing hours

    “Bill Norland for this month's hours.”

    Without your context

    Invoice for all 38 logged hours at the standard rate.

    With it

    Bill 30. Eight of those hours were us fixing our own mistake on the email template, and we told them on the call we wouldn't charge for it. Say so on the invoice.

    What it was missing
    A promise made on a call that never reached the timesheet.
    What it costs
    A client billed for your mistake, after you'd told them they wouldn't be.

  4. Preparing a pitch

    “Pull together background on Halden Foods for Thursday's pitch.”

    Without your context

    Halden Foods: founded 1987, 120 staff. Their recent rebrand feels dated, so we'd recommend a fresh direction.

    With it

    Don't knock the rebrand. Their marketing director led it and is proud of it; on the intro call she said the brief is about extending it, not replacing it. Lead with our packaging work for their sister brand.

    What it was missing
    What the team learned on the intro call.
    What it costs
    Opening the pitch by criticising the work of the person who'll choose you.

  5. Briefing a freelancer

    “Brief the freelance copywriter on the Marlow job.”

    Without your context

    Write 800 words for the homepage in a friendly, professional tone, following the client's style guide.

    With it

    Follow their style guide, except the section on headlines: the client dropped title case last month. And don't contact the client directly; everything goes through Jess.

    What it was missing
    A style guide change, and the agency's rule on client contact.
    What it costs
    Copy rewritten from scratch, and a freelancer emailing your client.

More examples from other kinds of business → · Shop· Trades· Clinic· Hospitality· Accountancy

If any of those sound familiar, the fastest way to find your version of it is the Context Audit: one 90-minute session, a written brief back on what's going wrong and why.

Book the audit — £750, 5 working days

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