Hey everyone, today I'm joined by Tim Kilroy, back for his third time on the show.

Tim is the founder of the WTF Agency Method and Build Your Agency Better. He's founded, scaled and sold multiple agencies over 25+ years in digital marketing, and now coaches agency owners full-time. He writes the Agency Inner Circle newsletter twice a week, and he recently launched the Agency Field Guide, a directory that only lists agencies willing to show evidence of their work.

I wanted Tim back because a lot of agencies are pouring money into AI tools and workflows to do the same work they've always done, faster. Tim calls it arming yourself to fight the last war. We talked about where AI earns its keep in an agency, and where leaning on it makes your work blander and your agency easier to forget.

In this episode, we discuss:

• Why AI-written marketing misses the overlap between what the brand knows and what the buyer knows
• Why an agency selling its own software is usually competing with a VC-funded company and losing
• Why the job is to be unforgettable rather than efficient, and how AI rounds off your sharp edges
• What to hand AI (research, finding what you missed) and what to keep (writing and decisions)
• Why AI pushes agencies out of the execution room and into the strategy room
• And more...

You can learn more about Tim on LinkedIn, at timkilroy.com, or at agencyfieldguide.com.

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