Beyond the Prompt: The Rise of process-focused AI

A new trend is emerging across the creative and marketing world. Generative AI, once the loudest voice in the room, is being quietly overtaken by something more pragmatic: process-focused AI.

There are many reasons why GenAI is losing ground – not least the justified fears within the creative community about ownership, originality, and creative integrity. These are important debates, and they should continue.

But for agency leaders – the ones responsible for P&Ls – another form of AI is proving essential: Process-focused AI analyses manual workflows and eliminates unnecessary steps wherever possible. That means that non-billable tasks can be streamlined, resulting in productivity increases and cost reductions.

It’s a less glamorous use of AI, but a far more sustainable one. As we approach what may well be the inevitable bursting of the AI bubble, the real opportunity lies not in chasing the hype, but in applying AI with maturity and business sense.

At CCR, we help agencies and marketing leaders find the right way to implement process-focused AI – identifying where it delivers value, and where it doesn’t. If you want to explore how to make AI work for your business – let's talk...

As we say at CCR: hesitation is costly.