Unlocking Creative Genius Revolutionizing Brand Strategy with AI

Dana and I connected, and she started sharing some great ways AI is being applied in the agency tech stack. I thought this was something many people would want to hear about, including myself. Dana then mentioned that MK would have a lot to contribute as well, and we agreed more experts would only add to the conversation. Dana and MK, please introduce yourselves, and I’m excited for this discussion. For those joining for the first time, these are conversational and very open—feel free to use the chat, raise questions, or join in directly.

**(01:15)**  

Thanks, David! I’m Dana Hork, and down there is MK. Before our own introductions, we thought it’d be great to have everyone introduce themselves in the chat. If you’re comfortable, drop your name, where you work, and maybe your favorite AI tool or the one you’re most excited about using right now. This will give us a sense of who’s here so we can tailor our conversation accordingly. I’m seeing names starting to come in now; thanks, everyone!

**(02:20)**  

While folks are introducing themselves, here’s a bit about me. I’m Dana Hork, CEO of Beers with Friends, a brand agency with a highly entrepreneurial spirit. To share some background: I started in financial services selling municipal bonds, but after business school, I joined Jet.com, working on marketing. When Walmart acquired Jet, I moved over to lead social media for Walmart, handling our national handles, 5,000 local pages, and community management. Later, I served as the head of marketing at Wonder, a food tech company focused on democratizing access to high-quality food.

**(03:38)**  

Last year, I dipped into Web3 and hosted a podcast called Web 2.5, covering blockchain and Web3 innovations. This experience fueled my interest in broader technology, including AI, which has led me to explore various use cases for it. At Beers with Friends, we approach each project with a roster of experts and fractional specialists. That’s how I met MK, who brings her impressive creative skills and her AI expertise. MK, go ahead and introduce yourself.

**(04:37)**  

Thanks, Dana. I’m MK, and I’ve recently started working with Dana, which has been fantastic. My background is in advertising, working with both brands and agencies to help brands develop creative visions. Over the past few years, I shifted towards Web3 and innovative technologies, guiding brands on how to leverage these advancements meaningfully. There’s always pressure to use the latest tech, but understanding how it truly serves a brand’s goals takes time, and that’s where I come in.

**(06:05)**  

Since we’ve had some folks join late, I’ll quickly recap and say that we’ll be focusing on two ways we’re using AI at Beers with Friends: as a tool for unlocking creativity and enhancing productivity. Our agency operates with a unique model where we work in sprints, dedicating five days to each project. Every engagement involves a handpicked team of experts, working on just one client at a time for maximum focus. This approach demands agility and efficiency, which AI helps us deliver on.

**(08:08)**  

To start, I’ll talk about how we use AI creatively. AI has become an integral part of my workflow, especially for overcoming creative blocks. When I get a new brief, staring at a blank page can feel daunting, even with years of experience. With ChatGPT, I can bypass that blank-page moment by using it to generate some initial, basic ideas. I don’t input client-specific details to protect confidentiality, but with broad prompts, it gives me something to work with, providing a jumping-off point. ChatGPT’s ideas may not be groundbreaking, but they get the creative juices flowing and help me reach my own original ideas faster.

**(09:54)**  

After getting past that initial stage, AI also helps me with iteration. Once I’ve defined the core idea or direction for a campaign, I need to visualize it to align with the client. This used to mean hours searching for the right images to build mood boards. Now, with tools like Midjourney, I can quickly generate visuals that bring my concept to life. While I wouldn’t use these as final products, they serve as powerful visual aids to show clients where we’re headed.

**(11:28)**  

David, I saw your question about the process. I usually work in parallel paths. For instance, if I’m working with a sneaker brand and aiming for a futuristic feel, I’ll generate images of the product alongside visuals that set the broader mood. This allows the client to see both their product in a new light and the world we’re building around it. It’s about showing them the overall vision in a way that feels concrete, which makes alignment much easier.

**(14:22)**  

One key to effective use of AI for visuals is to define the object, aesthetic, and medium. For example, I might specify a sneaker as the object, a futuristic style as the aesthetic, and photography as the medium. This lets me create very targeted images that make it easier for clients to align with the vision. Previously, I might have used words to convey the idea, but now I can show a visual representation to ensure we’re on the same page.

**(16:36)**  

Some of the most powerful creative tools, like Adobe Photoshop and Illustrator, are starting to integrate AI. This significantly speeds up refining visuals. In Photoshop, for instance, I can extend an image’s background or change elements almost instantly. What once took me hours now takes minutes, allowing me to iterate quickly and bring a cohesive look into the process. These tools make it easier to personalize AI-generated images and incorporate specific brand elements.

**(18:50)**  

I want to emphasize that AI isn’t a final solution for us; it’s a rapid prototyping tool. We can use it to iterate, show ideas, and get client buy-in, but there’s still often some detail missing for final products. The speed and flexibility, however, make it invaluable at the concept stage, letting us reach alignment faster.

**(19:21)**  

Thanks, MK. Now I’ll share how we use AI on the business and marketing side to streamline operations and scale. Some tools may be familiar, but the way we use them could offer ideas for your own workflows. I tested ChatGPT for LinkedIn content recently to see if it could help me market myself and the agency. While I ended up preferring a bio we wrote ourselves, ChatGPT did provide good prompts for LinkedIn posts and thought-starters. The suggestions it generated, like “Spotlight on fractional experts,” were useful.

**(22:01)**  

In terms of business operations, I focus on capturing data, extracting insights, and connecting processes. First, we use tools with built-in AI to capture information—like Google Drive, Notion, and Fireflies for meeting notes. We’ve chosen tools that are widely adopted among tech-savvy entrepreneurs and that prioritize innovation, avoiding some of the larger, slower-to-adapt options. This lets us collect and organize data more efficiently, so everything’s in sync as we grow.

**(23:49)**  

To extract insights, we use tools like Notion, where I store client briefs, meeting notes, and project details. Notion’s AI summary feature has been surprisingly helpful. For example, I recently used it to create a concise summary for a custom cooler pouch project. With a quick summary of the client needs, budget, and other details, I can brief team members and create marketing materials much faster.

**(24:45)**  

Finally, I use Zapier to connect these systems, building workflows that make our tools work together seamlessly. The AI in Zapier helps simplify creating these integrations, so I can link our CRM, project management, and documentation tools without needing technical expertise. This connected ecosystem is crucial for scaling while maintaining efficiency.

**(26:15)**  

For instance, we use Copper as our CRM and Notion as our central hub for client information. People and companies from Copper sync to Notion, where I keep notes and project details. This setup allows me to access everything in one place while Copper handles the CRM aspects. It’s not perfect, but it’s a practical solution for keeping everything connected as we expand.

**(28:36)**  

Great question, Jay. What do I wish AI tools could do that they can’t yet? For me, it’s less about needing new tools and more about refining the existing ones. For instance, AI models often skew toward certain artistic styles, which can limit creativity. I hope to see more ethically developed, diverse datasets that allow for more specific customization in AI-generated imagery. I’m also excited about the integration of AI in major creative tools like Adobe, which will make it easier to personalize and refine work.

**(30:21)**  

MK nailed it—what excites me most isn’t entirely new tools but seeing AI integrated into the big players’ platforms. I’m thrilled to see Adobe incorporating AI because it’s a program I already know well, and I think people will gravitate towards tools they already use daily. If you can keep working within a platform you’re comfortable with, that’s a game-changer for creativity.

**(32:59)**  

A point I’d add is that cobbling together so many tools can feel fragmented. If I could wish for anything, it’d be more consolidation among the tools so that data doesn’t end up scattered across multiple platforms. For any business, big or small, the inefficiency of tool migration later on is a big risk. It’s something I consider as I build out our tool stack.

**(34:49)**  

We’ve developed our systems to

 balance exploration and efficiency. For example, we started with Google Meet, then switched to Zoom for ease of use, and now we’re testing Butter, which offers more branded experiences. For workshops, it’s been great, though every platform has its trade-offs. I think the key is finding what gets us 90% there and accepting that no tool will be perfect.

**(37:47)**  

I also apply a “90/10” approach. I explore new tools, like ChatGPT for generating idea lists, and use them in ways that complement my workflow. But I don’t expect any one tool to handle everything. Instead, I focus on what each tool does well and integrate it where it fits naturally, using AI to handle the repetitive work so I can focus on big-picture creativity.

**(39:10)**  

One thing I think about more now is learning styles. Clients all have different ways they process information, and these AI tools let us adapt our presentations to suit them. Some clients need to see a visual to connect with an idea. These tools help us provide that visual representation faster, which increases our chances of getting clients excited and aligned.

**(40:46)**  

Jeff, great question about measuring tool efficacy. I haven’t implemented formal metrics yet, but I’d love to learn more about what you’re doing. I think tracking time savings, for instance, could be useful. Another layer we’d like to get into is comparing AI-generated work to human-created work and tracking the outcomes. This could help us pinpoint which AI tools deliver the best results.

**(44:15)**  

I love what MK said about AI helping generate first drafts or lower-stakes creative work. For instance, I’ve used it to write fun limericks for my kids, or I could use it to write a Tooth Fairy note. These are low-stakes ways to explore the creative possibilities of AI without the same pressure as client work. It’s a great way to get familiar with the tool in a playful context.

**(45:54)**  

I haven’t personally used Google’s AI integrations much, but I do use Adobe’s new generative features, like background extension in Photoshop, which has been invaluable. I think as more of these big players build AI into their products, people will shift towards using AI within their existing toolkits. It’s just easier than learning entirely new platforms.

**(48:47)**  

Dana and MK, this was amazing! I appreciate the structured slides and visual aids; it made everything much more concrete. You’ve both shown how AI enhances our capabilities but doesn’t replace deep expertise. Thank you so much for sharing, and I look forward to continuing the conversation in the community.