When we started integrating AI tools into our workflow, we made the same mistake most agencies make: we tried to use AI to replace work instead of to improve it. It took us a few months to figure out the right approach. Here's the honest version of how we got there.
What We Actually Use AI For
Research and synthesis: AI is exceptional at processing large amounts of information quickly. We use it for market research, competitor analysis, audience insight synthesis, and brief development. What used to take a day takes an hour. Across research, content drafting, campaign ideation, and video editing — AI tools are embedded in every discipline.
What We Don't Use AI For
Strategy, judgment, and taste. AI can generate options; it can't decide which option is right. It can draft copy; it can't know whether the tone is right for this client at this moment. Every AI output at Skapluie is reviewed, refined, and approved by a human who knows the work.
The Result
Our team is faster, our output is higher volume, and our quality has gone up — not down — because AI handles the mechanical work and our people focus on the thinking. That's the workflow we've built, and it's the one we bring to every client engagement.