Utilizing AI in Strategy, Content Creation, and Client Presentations
The Rise of AI-Powered Deep Research Tools in Agencies
As client demands evolve and timelines become tighter, agencies are increasingly adopting AI-driven research tools designed to optimize workflows and enhance the development of insights. Recent advancements from both established tech companies and startups are introducing innovative "deep research" tools that enable teams—whether in large holding companies or independent shops—to work more efficiently and effectively.
Transforming Agency Workflows with AI
Many agencies across strategy, media, creative, and communications sectors are integrating these advanced tools to improve various aspects of their operations. They are finding these tools particularly beneficial in crafting pitches, developing creative briefs, and even simulating audience personas.
What Sets Deep Research Apart?
Unlike standard search engines or basic dashboards, deep research tools from platforms like Perplexity and OpenAI use AI to conduct multi-step workflows autonomously. These tools scan vast sources of information, including the open web, proprietary datasets, and specialized databases, generating detailed insights in mere minutes. OpenAI has noted that deep research tools give ChatGPT capabilities akin to those of a research analyst.
The primary purpose of these tools is to transform exhaustive manual research processes into streamlined automated briefings that can support tasks ranging from brand audits to creating creative strategies. This advancement has significant implications for agencies as they rethink their workflows, staffing structures, and pricing strategies.
Real-World Applications in Prominent Agencies
One notable user of these technologies is Havas Group, which has seamlessly integrated deep research into its proprietary data sources via its Converge platform. According to Dan Hagen, the group’s global chief data and technology officer, this innovation meets a long-held dream of having an AI “planning buddy” to facilitate fast understanding of new topics.
Havas has experimented with these tools by developing interactive functions, such as custom GPTs that simulate consumer behavior, termed “digital twins.” These tools leverage information from various sources, including cultural reports and internal datasets, all while maintaining data protection protocols.
Utilizing Deep Research for Audience Insights
With the ability to explore consumer behavior through dynamic conversations, agencies are gaining insights into various audience personas. Hagen pointed out that this approach has proven to be highly effective when exploring different aspects of consumer identity.
Another agency, Golin, which operates under IPG, is also harnessing deep research capabilities for both client tasks and new business initiatives. Initially, the tool was used for background research, but it has since evolved to play a crucial role in strategic development, crafting creative briefs, and audience profiling.
Paul Parton, the Group Chief Strategy Officer at Golin, emphasizes that the tool not only enhances efficiency but also elevates the effectiveness of the work produced.
Iterative Approaches to Enhance Research Quality
Golin employs an iterative method to refine insights during strategy development. This process begins with broad inquiries and gradually hones in on detailed outputs, such as company profiles and competitive analyses. The creative and strategy teams are also using multiple AI platforms to optimize results.
For example, they may use Anthropic’s Claude for initial synthesis and then switch to Waldo for in-depth research that feeds back into their marketing-focused workflows.
Custom AI Solutions for Enhanced Efficiency
The Austin-based agency Mighty & True is also integrating deep research into its proprietary tools, designed to aid account managers and clients in crafting briefs. According to founder Kevin Kerner, the agency is developing AI-powered dashboards to analyze media campaign data, which helps deliver strategic recommendations.
Kerner believes that business-to-business companies could reap benefits from using deep research for more Efficient decision-making and obtaining less biased information in their purchasing processes.
Deep Research Tools Overview
In recent months, major players in the AI industry have introduced their versions of deep research tools aimed at providing users with more comprehensive insights that were previously labor-intensive to obtain. Following Google’s introduction of deep research in December, Perplexity and OpenAI launched similar offerings in February.
These deep research tools differentiate themselves by analyzing thousands or even hundreds of thousands of documents, providing a deeper understanding of complex issues. This high-volume approach shifts the focus from superficial analysis to meaningful insights.
Waldo’s Niche in the Market
Among the emerging deep research tools, Waldo has carved out a significant position within marketing agencies and consultancies. It offers a range of industry-specific workflows and is noted for its usability and effective data citation features. Clients like Havas and Golin, along with numerous others, utilize Waldo to achieve more significant results.
Waldo combines information from social media platforms, advertising libraries, and other specialized databases. Its advanced research engine aids users in extracting trends, analyzing audiences, and surfacing insights on a large scale.
Waldo’s founder, Justin Wohlstadter, shares that the goal of their platform is to eliminate information silos across teams. With innovative features like the “Brand Audit” and “Brief Agent” tools, Waldo is setting new standards in delivering real-time brand analysis and interactive research experiences.
A Unified Approach to Strategy Development
Wohlstadter describes Waldo as the go-to platform for strategists, allowing them to access a multitude of marketing resources in one location, streamlining the process of insight gathering and strategy formulation.
