In Focus · AI & Automation
Moving agentic AI from experimentation to everyday ad sales
Building an agent is the easy part. The value comes from running agents inside a live sales business. Five lessons from taking a suite of AI agents into production for a large Australian media and publishing organisation.
- 01
Commit to the full redesign
Pick a material, high-volume workflow and give the program a mandate to change how the work is done, even if capability is released in stages.
- 02
Codify judgement, automate effort
The most valuable knowledge sits in experienced sellers’ heads. Use rules for pricing and controls, AI for interpretation and solution design, and people for commercial decisions.
- 03
Security starts with what the agent can see and do
Set data access, permissions and permitted actions upfront. Keep people accountable for consequential decisions.
- 04
Adoption is the transformation
Value arrives only when sellers choose the agent every day. Bring sellers into the build early, and measure real usage, first-pass acceptance and rework.
- 05
Prove the economics
Model the fully loaded cost per accepted workflow at production volume, and name who owns the benefit in the P&L.
The test
Effort released→Capacity redeployed→Value captured
Value captured must exceed the fully loaded cost of building, running, reviewing and reworking each workflow at production volume. Below that line, the agent remains a pilot.
The prize: faster time to market, more time with clients, and a capability that is adopted, governed and economical. Talk to us about yours.