How AI will help to eliminate the swivel chair processes in agencies [Video]

At Possible, marketers were buzzing about personalization, omnichannel storytelling and next-gen customer experiences. But behind the hype lies a harder truth: delivering all that at scale often still depends on messy back-end processes, overworked ops teams, and tech stacks held together by spreadsheets and swivel chairs.

Speaking with The Drum as part of our Tech Talks at Possible, Andy MacLeay, vice-president of channels and engagement at Fluency, made the case for intelligent automation as the real enabler of modern marketing – not just turning strategy into reality, but doing it without breaking your operations in the process.

Whether it’s a global brand aiming for local relevance or a franchise with thousands of campaigns to manage, the complexity is rising fast. And it’s only getting harder to scale without burning out internal teams.

“There’s this unsexy truth,” says MacLeay, “that the back office is still full of swivel chair processes – …

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