"Agency teams are under pressure to move faster, deliver sharper work and manage a growing mix of AI-enabled tasks-all without losing strategic rigor or creative edge. As GPT models become more capable, they're shifting from simple drafting tools to support partners that can strengthen research, planning and production workflows. Yet the real advantage comes not from the technology itself, but from how well professionals guide, structure and refine its output."
"My favorite GPT tip is to brief it like a senior strategist, not a copy tool. In ChatGPT, I load brand goals, tone and audience context before asking for output, then have it stress-test its own response for blind spots or bias. This process turns AI from an assistant into a true thought partner that sharpens both creative and strategic thinking."
"Continually review output and provide corrections-the model evolves with each iteration. We use ChatGPT to assign SIC codes, find data patterns, summarize calls and run post-campaign analytics. We also ask it to critique its own work and assumptions. Advanced users can run results through multiple AI engines (we use at least three) to refine and enhance the final output."
Agency teams face pressure to move faster, deliver sharper work and manage a growing mix of AI-enabled tasks without losing strategic rigor or creative edge. GPT models are shifting from drafting tools into support partners that can strengthen research, planning and production workflows. The main advantage comes from how professionals guide, structure and refine model output. Effective practices include briefing GPTs like senior strategists with brand goals, tone and audience context; iteratively reviewing and correcting output; running results through multiple AI engines for refinement; and using GPTs to summarize nuanced documents, assign codes, find data patterns and run post-campaign analytics.
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