The traditional saying “If it ain’t broke, don’t fix it” may still hold up in some industries, but in the tech world, waiting for things to break before taking action is a recipe for disaster. Tech b2b companies thrive on staying ahead by anticipating and optimising. The same should apply to their PR partners. If our clients are evolving at speed, their agencies can’t afford to stand still.
That’s exactly the mentality our newest Nordic partner, Crux Comms, has embraced.
In our latest Convoy Session, Simon and Anders talked us through how they’re putting AI at the heart of their operations. Here’s what we learned.
Let the AI bots draft – we’ll handle the thinking
Confronted with budgetary constraints and growing demands for speed, efficiency and output, Crux is using AI not to replace humans, but to free them.
Rather than spending hours wrestling with drafts and formatting, consultants can now rely on AI to take care of the heavy lifting in content production. This shift allows teams to redirect their energy towards what truly adds value: strategic thinking, creative development, and client counsel. While the approach is still being refined, early outcomes are encouraging – less time spent perfecting copy, more time solving real business challenges.
AI excels in the operational middle – generating, refining, and structuring content—while humans remain in charge of setting the course and delivering the final touch. Consultants define the narrative, AI brings it to life, and the team steps back in to finesse tone, sharpen messaging, and pitch with precision.
Each player – human and machine – knows exactly when to step in.
Same value in minutes instead of hours
Decoupling value from time has long been the dream. With AI, it’s a workflow. Tasks that used to take hours now take minutes. For example, one of Crux Comm’s clients needed a full-blown LinkedIn content plan. The strategy was human-crafted, but AI handled the execution, from planning to creating the first drafts. The result? High-quality content, minimal editing and a whopping 70% time savings.
AI has also proven unexpectedly helpful as a brainstorming partner – sometimes even suggesting angles the team hadn’t considered.
But it’s not magic. AI is only as good as the thinking behind it and shallow input leads to shallow results. That’s why strong prompts and rigorous editing are essential. But even when the output is great, another challenge emerges: prioritisation. When AI can generate five campaign ideas in five minutes, the real skill lies in choosing the one worth running with.
No prompts without principles: How to handle data with care
Yes, GDPR and model leakage are real concerns – but they’re manageable with the right safeguards. The golden rule? If it’s sensitive, it doesn’t go into the prompt. Training features are disabled by default, and EU data storage is offered as standard.
Every piece of content undergoes fact-checking, prompts are designed to minimise bias, and sensitive information is anonymised.
Transparency is key. Clients are always made aware when AI is involved in the process. Ultimately, this isn’t just a technical matter – it’s a question of trust and values. And Crux treats it accordingly.
Taming the zoo: AI tool selection
With new tools popping up like mushrooms, the agency keeps it simple. A few well-integrated, secure core tools do the job. New ones are tested with purpose; unused ones are phased out ruthlessly.
And when clients ask, ‘Can’t I just use ChatGPT myself?’
Sure, and they do. But usually in a piecemeal and inconsistent way. The agency’s role isn’t to act as a gatekeeper for the tools, but to turn experimentation into execution. They help to implement the strategic use of AI at scale. It’s not about who has the technology, but who knows how to use it effectively.
Crux’s subscription-based model relies on AI-enhanced speed. Faster production creates time for strategic work, which clients value and are willing to pay for. This model demands ultra-clear scopes, airtight expectations, and relentless focus on outcomes. In return, it fosters close and transparent client relationships.
Your 30-Day Starter Kit: AI for agencies
Want to dip your toes in without diving headfirst? Start with drafting:
- First versions of content (press releases, bylines, social copy).
- 2. Creative prompts to overcome blank-page syndrome.
- 3. AI-assisted reviews to critique and improve human writing.
Quick wins like these build confidence and demonstrate value without derailing the workflow.
The 12–18-month horizon: It’s not just the tools that will change
Looking ahead, AI agents will become more proactive, suggesting actions as well as content. As clients become savvier, they will expect more from their agencies. However, the real shift won’t be technical; it will be cultural. Agencies that thrive will be those willing to rethink not just what they use, but how they work.
In a world where tools are accessible to all, expertise, not access, is the key differentiator. Crux Comms is already leaning into that shift. The question now is: How will each of us write our next chapter?
