Smart Agency Masterclass with Jason Swenk: Podcast for Digital Marketing Agencies AI Is Reshaping Agencies. Staying Average Will Kill Yours with Brian Hansen | Ep #891
Make Your Agency AI Native
- Do redesign your agency to be AI-native by structuring folders, documentation, and data for models to access.
- Brian Hansen requires staff to use Claude, reorganize file systems, and train models so AI becomes an operational layer across roles.
AI Multiplies Only With Context
- Insight: AI's value comes from embedding it in workflows, not from using isolated tools or toys.
- The real multiplier requires structured context like AI briefs, folder conventions, and documented brand positioning.
Build A Single Living AI Brief
- Do create an AI brief that contains ICP, brand beliefs, dos and don'ts, and voice guidelines for models.
- Jason Swenk says updating that single document noticeably improves model outputs across tasks.
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Artificial intelligence is rapidly changing how agencies operate. But the real shift isn't just about tools. It's about structure, mindset, and leadership.
Today's featured guest has taken the time to explore how agencies are adapting to AI, why many agencies will struggle to survive the shift, and how founders must evolve alongside the technology.
From building AI-native workflows to maintaining authentic brand connections in an automated world, the conversation highlights a central theme: agencies that stay curious and adaptable will win. Those that cling to "the way we've always done it" won't.
Brian Hansen is the founder of Rocket Pilots, a marketing agency focused exclusively on helping law firms grow their revenue through targeted marketing strategies. Unlike generalist agencies, Rocket Pilots operates within a single vertical, allowing the team to develop deep industry expertise and deliver highly specialized services.
In this episode, we'll discuss:
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Why it's a good idea to be fully AI-native.
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The cultural shift your agency should be making.
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Why average agencies will struggle the most with the rise of AI.
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Why the future belongs to curious founders.
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Sponsors and ResourcesE2M Solutions: Today's episode of the Smart Agency Masterclass is sponsored by E2M Solutions, a web design, and development agency that has provided white-label services for the past 10 years to agencies all over the world. Check out e2msolutions.com/smartagency and get 10% off for the first three months of service.
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Starting Out Without a Niche in MindBrian didn't start his agency with a legal niche in mind. In fact, he openly admits he ended up finding his current niche by doing it 'the hard way'.
Early on, his agency worked with multiple industries and offered a wide range of services. But over time, he realized that focusing on what the agency did best, and who they served best, produced better results for both clients and the agency itself. That insight led to a clear decision: narrow the offering, specialize in the legal space, and deliver exceptional outcomes.
Today, he is focused on the next evolution of agency operations: building an AI-native agency environment that allows teams to work faster, smarter, and more efficiently.
Why Agencies Must Become "AI Native"Right now, Brian is focused on his agency becoming fully AI native, which goes far beyond occasionally using ChatGPT or experimenting with AI tools.
Instead, becoming AI native means designing your agency's internal systems and workflows so that AI can effectively operate within them.
This includes something as foundational as how documents are stored and organized. If agencies want to use custom AI models or assistants to help with strategy, writing, research, and execution, those systems need structured data and clear documentation. Without that foundation, AI cannot function as a true multiplier.
Because of this, Brian's team is currently restructuring their internal systems from file organization to documentation so AI tools can access the context needed to support their work. When done properly, AI doesn't just speed up tasks; it becomes an operational layer that enhances every role in the company.
In other words, agencies shouldn't simply "use AI." They should build their operations around it.
The Cultural Shift Agencies Need to MakeTechnology alone won't determine which agencies succeed in the AI era. Culture will.
Founders are often the first people inside an agency to explore new technologies. They test tools, build systems, and experiment with new capabilities long before the rest of the team adopts them.
But that dynamic can create a dangerous knowledge gap if the rest of the organization doesn't follow.
Brian believes agencies must actively create a culture where employees are encouraged and even required to experiment with AI tools and share what they learn. Teams should be discussing new workflows, sharing AI "wins," and constantly asking how the technology can improve their work.
Employees who treat AI as a partner, rather than a threat, will become dramatically more valuable inside modern agencies. Instead of replacing talent, AI often amplifies it by allowing team members to operate like high-level project managers directing intelligent systems.
Agencies that embrace this cultural shift will gain a major competitive advantage.
Why Average Agencies Will StruggleAt the start of the internet era, traditional agencies that dismissed how this new development would change agencies forever were the ones to set themselves up for failure and many of them disappeared within a few years.
Likewise, the agencies most at risk in the coming years are the ones stuck in the middle.
They aren't exceptional specialists. They aren't deeply innovative. And they rely on the same processes they've used for years.
History has shown what happens to businesses that ignore major technological shifts and Jason believes AI represents a similar moment.
Agencies that remain average, offering undifferentiated services without leveraging new technology, will find themselves squeezed by faster, more efficient competitors.
At the same time, the agencies that thrive will be those that use AI to enhance strategy, creativity, and efficiency rather than simply automate low-level tasks.
The future won't belong to agencies that resist change. It will belong to those that adapt faster than the market expects.
Authentic Branding Still Matters in an AI WorldDespite the rise of automation, and maybe even because of it, authentic human connection remains essential and is becoming even more valuable.
As AI-generated content becomes more common, audiences are becoming increasingly skilled at recognizing it. Automated comments, generic posts, and AI-generated personas rarely create real engagement or trust.
That's why personal branding and authentic communication will continue to matter. Agencies that build real relationships with their audience through thoughtful content, real insights, and genuine expertise will stand out in a crowded digital environment.
While AI can accelerate content production, it cannot replace credibility, experience, or trust.
Those elements must still come from real people.
The Role Evolution Every Agency Founder Must MakeBeyond technology, Jason has seen that agency growth ultimately depends on the evolution of the founder's role.
Most agency founders begin by doing everything themselves. They sell, deliver work, manage clients, and handle operations. Over time, they may become managers overseeing teams.
But long-term agency growth requires another transition from manager to architect and CEO.
At that level, the founder is no longer executing daily work. Instead, they design the systems, structure, and strategy that allow the organization to scale independently.
Eventually, the ultimate goal is reaching the role of true owner, where the agency can operate successfully without constant founder involvement.
AI tools can accelerate this evolution by automating operational complexity, but the mindset shift still has to come from the founder.
Technology alone doesn't create scale. Leadership does.
The Future Belongs to Curious FoundersIf there's one trait that will define successful agency leaders in the coming decade, it's curiosity.
The AI landscape changes almost weekly. New tools, new capabilities, and new opportunities appear constantly. Founders who stay curious, experimenting, testing, and learning, will continue to find ways to adapt.
Those who assume they already know enough will fall behind.
For agency owners, the challenge isn't simply adopting AI tools. It's building organizations that evolve alongside the technology.
The agencies that do that won't just survive the AI era. They'll lead it.
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