Insight

Let’s face it… B2B marketing – in fact the whole creative industry – is changing, fast. It feels like every other day there’s a new AI tool on the scene, promising to revolutionise how we think / create / work / behave. Agencies and in-house marketing teams are freaking-out over where to invest their time, effort and budget.

You could say we’re having an existent(ia)l crisis. 

As someone who’s attracted by the latest shiny tech and big new thing, it’s been tempting to jump on the bandwagon. But instead, at Rooster Punk we ‘ve paced ourselves and not run before we could prompt.

We’ve spent the last 12 months exploring how AI fits into what we do. Not just how it works, but how it works for our clients. We’ve explored what these tools really mean across the agency, and how we can use them without losing the human spark and approach that make-up the foundations of this agency, and the force that we are.

Our approach is inspired by Jensen Huang, CEO of NVIDIA – who knows a fair amount about the AI arms race – and said in a recent interview:

"AI is best utilized as an augmentation tool. It can automate parts of processes but still depends on humans for creativity, moral judgment, and emotional intelligence.”

Our approach to AI

We’re not trying to replace human thinking. We’re trying to expand it.

• AI helps us think wider – and deeper. Claude is great at pushing our thinking – surfacing angles we might’ve missed. NotebookLM turns dense research into clear, usable insights. Yabble enables us to build synthetic personas that we can test positioning strategies, campaigns lines, offers and CTAs. These tools don’t do the work for us; they give us more to work with.
   
• People first, AI second. Everything we do gets the human touch. AI can spark an idea or help structure our thinking, but the final call is always ours. Clients come to us for original thinking, emotional insight, and creative perspective. That will never change. AI just gives us better tools for the job.
   
• Right tool, right job. Creatively for example, Leonardo.ai lets us quickly explore visual ideas. Adobe Firefly and Midjourney speed-up brand and campaign concepting. Each tool has its place, and we’re learning how to use them where they actually help.
   
• Smart prompts, smart output. We don’t just ask AI to “write something.” We give it prompts grounded in our strategic approach, like “develop a point of view that positions the client as a category leader while addressing X challenge.” That’s when the magic happens.

The common thread? AI helps. But humans absolutely lead.

How our clients benefit

We’re moving faster, thinking deeper, and exploring more ideas than ever. But nothing’s getting diluted. Every output still reflects our team’s expertise, our clients’ unique situations, and the high creative standard we hold ourselves to.

You’re not just getting a team that knows how to use AI. You’re getting a partner that knows how to use it well. To unlock new levels of originality and effectiveness, while staying true to your brand's voice and values.

We’re also building our own suite of AI-powered tools to support our clients’ growth ambitions:

• Pulse – enables marketers to do a ‘Pulse-check’ on how human and emotive their brand really is. Built on the five principles of ‘Humanizing B2B’ you receive a report with recommendations for where’s there’s room to improve
   
• J.O.G – our ‘Joy of Growth’ tool is a self-assessment for founders and marketing leaders, designed to measure the human side of leadership and growth. Once again, you receive a benchmark report including how you’re personal growth experience is tracking.

We’re early in this journey, but it’s already clear: the best use of AI isn’t to replace what we do – it’s to help us do it better and more innovatively for our clients.

The agencies that thrive won’t be the ones that ignore AI or hand everything over to it. It’ll be the ones that stay curious, stay creative, and use these tools with intent.

Keep on keeping on ;)