How AI Agents Are Redefining the Future of Work in your Marketing agency

AI is changing fast. And if you're still thinking in terms of tools, you’re already behind.

That was one of the first things Kenneth Corréa said to me during our Strategy Talks interview, and he didn’t hold back.

Kenneth is the Head of Strategy at 80 20 Marketing, a 95-person agency operating across Latin America, and the author of Cognitive Organizations.

His agency has been actively integrating AI into their processes for over two years, not just to save time but to reshape how their people work.

Spoiler: not one employee has been let go.

Why AI Agent Strategies Go Beyond Automation

Kenneth introduced me to the concept of AI agents as structured systems that mirror the way humans work. They’re not single-task bots. They research, synthesize, and execute.

"This is how we function as knowledge workers"

He shared his WINS model:

• Words

• Images

• Numbers

• Sounds

  
  

as a framework to understand where these agents have the most impact.

If your agency touches any of these areas (and let’s be real, we all do), you're in the AI zone already. “You can see a 20 to 40 percent productivity boost,” he said. That’s not theoretical. That’s happening now in his business.

The First AI Agent Network Wasn’t What You Think

Most people start with automation. Kenneth didn’t.

He began by building a virtual board of directors made up of AI twins trained on the works of Philip Kotler, Seth Godin, and Gary Vaynerchuk.

“I wanted strategic feedback from the people I look up to”

.These custom GPTs were trained on public writings and used to critique internal strategy documents. Not just an experiment, he credits one of these agents with helping him shape the idea for his book launch at MIT. “Seth Godin's AI twin gave me the final nudge,” Kenneth added.

How AI Agent Strategies Power Creative Quality Control

One of the standout examples Kenneth gave was the idea of creating a “client twin.” This is an AI assistant trained specifically on a client’s branding guidelines, tone of voice, and approval criteria.

“Before we send creative work to a client, we run it through their twin,”

It checks for grammar, consistency, logo placement, and tone. “We’re about 90 to 95 percent sure the client will approve the work when we send it,” he said.

And because the agent is trained to behave like the client, feedback loops are faster, and revisions are fewer.

Facing Resistance? Here’s What Gets in the Way

AI adoption isn’t always smooth. Kenneth was transparent about the friction points.

“People are the biggest challenge.”

Even his own business partners were skeptical about uploading plans to AI systems. There's also a fear that humans will be reduced to reviewers instead of creators. Kenneth insists on having people involved at the beginning, not just the end. “If you only use humans for auditing, you miss the best part,” he told me. That really stuck with me. And I think it’s something every agency leader needs to hear.

Make It Personal First, Then Professional

This was one of my favorite takeaways. I asked Kenneth how hesitant business owners can ease into using AI agents. His advice? Start at home.

“Take a photo of what’s in your fridge. Ask AI to suggest a recipe that takes less than 10 minutes to cook,” he said. You’ll get comfortable with how it thinks, how it communicates, and most importantly how you can collaborate with it.

He made it feel less intimidating and more like something I can use right now.

Will AI Shrink Teams or Supercharge Them?

We explored the idea of smaller, AI-driven companies versus larger teams with enhanced capabilities. Kenneth sees both happening. “Some industries like law and accounting will shrink,” he told me. But for creative and strategic roles?

He sees opportunity. “Whenever we had good talent with time on their hands, magic happened,” he said. In his agency, revenue has grown while headcount stayed flat. That’s not a layoff strategy that’s a productivity win. His team is spending more time on creative and strategic work, and training hours are up. “We’re averaging 55 hours of training per employee this year, and it’s only August,” he said.

How to Start Using AI Agent Strategies Today

If you’re a business owner, marketer, or agency leader, here’s what you can do next:

• Start with one task that feels repetitive or research-heavy

• Create a custom GPT using your own or your client’s data

• Train your team to work with agents, not just review their output

• Introduce a “human in the loop” process early on for better quality

• Use AI for ideation, research, and feedback, not just automation

I came away from this interview not only inspired but also more confident that the future of work in marketing agencies will be collaborative, creative, and AI-assisted, not AI-replaced.

“We don’t use AI to fire people,” Kenneth said. “We use it to push people forward.”

10 Smart ChatGPT Prompts to Explore AI Agent Strategies

• Help me create an AI twin of my client using their brand guidelines

• Build a virtual marketing board of directors using industry thought leaders

• Create a GPT to research and summarize trends for my content calendar

• Write a checklist for AI-human collaboration workflows

• Help me design a training plan to upskill my team in AI usage

• Audit this social media campaign using our brand voice and tone

• Build a three-step workflow for content creation using AI agents

• Act as a project manager AI assistant and track campaign tasks

• Compare the productivity gains of AI agents in blog writing vs ad copy

• Draft an email to pitch AI-enhanced services to my clients

You can watch the full Strategy Talks interview with Kenneth Corréa right here

Let's not fear the future. Let’s shape it together.