How AI will assist to get rid of the ‘swivel chair processes’ in companies

Speaking with The Drum as a part of our Tech Talks at Possible, Andy MacLeay, vice-president of channels and engagement at Fluency, made the case for clever automation as the true enabler of recent advertising and marketing – no longer simply turning technique into truth, however doing it with out breaking your operations within the procedure.

Whether it’s an international model aiming for native relevance or a franchise with 1000’s of campaigns to control, the complexity is emerging rapid. And it’s simplest getting tougher to scale with out burning out interior groups.

“There’s this unsexy truth,” says MacLeay, “that the back office is still full of swivel chair processes – moving data from one system to another, updating spreadsheets, repeating manual steps. Fluency’s goal is simple: automate all of that.”

From marketing campaign orchestration to brand-safe, AI-generated advert reproduction throughout thousands and thousands of touchpoints, Fluency’s platform is helping shoppers like Intuit SMB Media Labs develop into how media will get delivered. Instead of spending hours pulling levers, they get time again to suppose larger and ship smarter.

The greatest shift, he says, is treating AI no longer as a gimmick however a realistic group of workers multiplier. “We’re really looking at it again in an operational sense,” says MacLeay. “So, folks using AI agents to help analyze data, create ad copy at scale… we’re bringing everyday efficiencies to our agencies and brand partners, to just help them get through their days and use AI in a really intelligent way.”

Looking forward, Fluency sees an explosion in sign activation and AI brokers constructed for brand-safe, scalable media execution. The drive on efficiency, compliance and profitability is rising – and automation, used well, will likely be key to unlocking sustainable scale.

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