An AI agent gives an agency team a place to do the writing and tidying around client work: structuring briefs, outlining pitches, consolidating feedback and drafting report commentary. It remembers each client's voice, banned words and formats, so you aren't re-explaining them every time. The ideas, the creative and the sign-off stay with your people.
Much of an account handler's week goes on assembly. A rambling brief has to become something the studio can act on, three email chains of feedback have to become one list, and Friday's export has to become a report with a story. You paste the material into a chat and get back a structured draft to edit. The agent doesn't log into your project tool, read your inbox, join calls or produce visuals, and the tasks below are chosen with that in mind.
When the brief lands
Client briefs tend to arrive as a paragraph with the real problem somewhere in the middle. Paste it in exactly as sent and ask for your standard format:
"Client brief below, as sent. Turn it into our brief: objective, audience, single-minded proposition, mandatories, what success looks like. Where something's missing, list it as a question instead of inventing it."
The list of gaps is often worth more than the tidy brief, because it's what you need to raise before you quote. You can push this further by asking for the eight questions you'd need answered to estimate the job properly, ordered by how much each one changes the cost.
If the request comes from an existing client, scope is the first check. Paste the signed scope of work alongside this week's request and ask what's included, what isn't, and how to word the boundary without sounding difficult. Catching scope creep before the work starts is far easier than arguing about it on the invoice.
After the kick-off call, paste the transcript and ask for decisions, assumptions, open questions and who agreed to do what, with anything that contradicts the brief flagged. A 50-minute transcript usually contains about ten lines that matter.
How can an agency use AI for pitches?
The strategy is yours, but finding the order of the argument is a chore. Give the agent the brief and your strategy in bullets and ask for three possible structures: one led by the problem, one by the opportunity, one by evidence. For each, ask for the slide order and the single sentence that carries it. Choosing between three outlines is quicker than staring at an empty deck.
The written sections of a proposal (your understanding of the brief, the approach, why you) can be drafted from your own material in your agency's voice. Ask the agent to stick to claims supported by what you've given it and to mark anything that needs a source. A flagged claim is easy to fix, whereas an unsupported one that reaches the client can cost you the pitch.
Agencies often pitch with the wrong case study because rewriting a good one for a new sector takes too long. Paste the retail case study and ask for a version framed for a financial services audience, with the results unchanged and no new figures, plus a note on anything that still reads as retail.
When you've done the category reading, the agent can turn your notes, competitor examples and audience research into a short category review: what everyone is doing, what nobody is doing, and where the gap might be. Ask it to attribute every point to your notes so you can check them.
Plans and first drafts
Once the strategy is agreed, a lot of the remaining writing is mechanical.
Channel plans. Give the objective, the budget and the channels you're allowed to use. Ask for a split with a reason for each line, what each channel is expected to do, and what you'd cut if the budget fell by 20%.
Message territories. Give the strategy and three things the audience currently believes, and ask for four territories, each with the idea, a line that could carry it and its main risk. These are starting points for the team to argue over, so tell the agent not to write the campaign.
Copy variants from an approved line. When the client has signed off the messaging, ask for six social variants, three for display and two for the landing page, keeping the approved line exactly as it is and changing only the supporting copy.
Content calendars. Give the content pillars, key dates and production capacity, and ask for four weeks with date, pillar, format, working title and what you need from the client. Ask it to leave visible gaps where you have no assets, so production problems show up early.
Feedback rounds
Consolidating feedback is the most thankless job in an agency, and the agent is well suited to it. Paste the comments from the client's marketing lead, brand team and legal reviewer, and ask for one list sorted into must change, should change and preference, with contradictions flagged and each point attributed to whoever made it.
When two stakeholders disagree (brand wants it warmer, legal wants it more formal), someone has to ask them to choose. The agent can draft a short, neutral message that sets the two positions side by side without making either side look unreasonable.
On round three, ask for the revised copy together with a change log: what changed, which comment it answers, and what you chose not to change and why. Sending the log with the copy cuts down on "did you see my note?" emails.
Reporting the month
The numbers are done by the time you sit down to write the report. What takes the time is the story. Paste this month's and last month's figures with the campaign dates, and ask for commentary covering what changed, what probably caused it as far as the data shows, and what you'll do next. Ask it to say when the data can't explain something, because clients trust a stated limitation more than a guess.
For the client's managing director, who'll read one paragraph, ask for four sentences: the result, the cause, the caveat and the next step, with no jargon. Put it at the top of the report.
Monday-to-Friday prompts
Able° can message you at set times. These prompts ask you for the material instead of pretending to know it.
- Monday, 9am. "Ask me for this week's deliverables and deadlines across my accounts. Order them by risk and mark anything that needs client input before Thursday."
- Weekdays, 5:30pm. "Ask what I worked on and for how long. Turn my answer into timesheet lines by client and workstream, in our format, and flag anything that looks billable but has no code."
- Wednesday, 10am. "Ask which feedback rounds are still outstanding and draft a short chase for each, saying what we need and why the date matters." You send the chases yourself.
- First working day of the month. "Ask for the numbers and campaign dates, then build the report skeleton with the commentary sections ready to fill."
The timesheet prompt tends to pay for itself first, because hours logged at 5:30pm are more accurate than hours reconstructed on Friday.
Client voice files and other skills
The most useful thing to store is a voice file for each client: the words they use, the words they ban, the length they'll tolerate and the claims they won't make. With that in memory, a first draft is usable instead of generic.
Beyond voice, save a skill for each format you repeat. You do the task once with the agent, then ask it to save how you did it. For agencies that usually means:
- Deck narrative: how you open, where the strategy sits, how you prove it and how you close.
- Feedback consolidation: must change, should change, preference and conflict, in the same table every time.
- Monthly report: the same sections, comparison periods and statement of what the data can't show.
Is client material safe to paste into an AI agent?
Only what your agreements allow, with identifying detail removed. Agencies hold other people's secrets for a living, so the bar is higher here than in most jobs. This is general guidance, not legal advice.
Read the contract and the NDA. Many restrict who may process a client's material and where it goes. Pasting a confidential brief into an outside tool can breach an agreement even if nothing is ever published. If you're unsure, ask the client and get the answer in writing.
Leave out embargoed and competitive material. Unreleased campaigns, launch dates, competitive pitch work, contract terms and talent negotiations don't belong in a chat unless you're certain it's permitted. Where you need the structure but not the specifics, write "Client A" and "Budget A".
Aggregate audience data first. Customer lists, respondent-level research and campaign data that identifies people are personal data under the GDPR in the UK and EU, and under your local data-protection law elsewhere. Summarise before you paste.
Keep specifics out of memory. A client's banned words belong in memory. Their launch date doesn't, because it stays there after the project ends. How AI agent memory works explains how to check and delete what's stored.
Many agencies now have an AI policy, and some clients ask you to disclose AI use in production. If you're an employee and unsure where you stand, read the employer check, and for the wider picture see what happens to your data.
What the agency still owns
The idea. The agent can give you territories to react to. It can't supply the insight that makes a campaign worth running.
Creative sign-off. Everything that leaves the studio carries your name and your client's, so the creative director's judgement stays in charge.
Client relationships. The budget conversation, the warning that a plan won't work, and the sense of whether a stakeholder is objecting or thinking out loud are all part of the job.
Pricing and strategy. The agent can set out options. It can't know what the work is worth to this client this quarter, or decide what a brand should stand for.
Regulated claims. Claims about health, finance, performance or the environment need someone who has checked the rules and the substantiation. The agent can phrase a claim once it's been verified.
Getting started: our part, then your first week
We set Able° up for you and guide you through connecting it to Telegram or LINE. Then the first week looks like this:
- Pick the two tasks you resent most. For most account teams that's feedback consolidation and status notes. Do each once and notice what you had to explain.
- Describe your clients, a paragraph each: sector, tone, banned words, what they always ask for. An hour covers most rosters, and everything else depends on it.
- Run a real brief and a real feedback chain through the agent. Where it's wrong, correct the rule instead of the paragraph, and ask it to remember the correction.
- Set two check-ins: Monday deliverables and the 5:30pm timesheet.
- Save your first skill. The monthly report structure is a good one, because you'll see it applied without restating it next month.
When it won't help much
If your work is mostly visual, a text-based agent can plan and write around it but can't judge a layout or tell you whether the film works. If nearly everything you handle is under embargo, you won't be able to describe tasks without disclosing the material. And if pitches are losing on strategy, faster formatting won't change the result, so fix the thinking first.
Common questions
Will it write our campaigns for us?
No. It produces territories to react to, variants of an approved line and structure for a page, all of which need a person to develop them. Treat the output as a fast first draft from someone who hasn't been in the room.
Does this replace junior account handlers?
No. It takes away assembly work that juniors spend too long on and learn little from. Judgement, client relationships and spotting when a brief is wrong are still learned by doing the job.
How is this different from using ChatGPT?
The main difference is continuity. A chat tool starts each conversation fresh, so you re-explain each client's tone and your report format. An agent keeps that context and applies saved procedures, which makes the tenth feedback round faster than the first. See AI usage vs an AI agent.
Is it worth it for a small agency with two or three clients?
Less so. The setup pays back through repetition, and with only a few accounts an ordinary chat tool covers the occasional rewrite. It starts to make sense when you're repeating the same formats across several clients each month.