"Instrument sits at the intersection of technology, design and creativity, and AI has plopped itself like an uninvited guest in the middle of that intersection. The agency has embraced AI in multiple forms to work more efficiently and help clients imagine themselves in ways not doable just a handful of years ago."
"Burton recalls that a project for Facebook Portal eight years ago took 14 weeks just for discovery, but now, with AI, it would take a fraction of the time and a much different interface. 'We wanted to build something all the way up here, but we had to make compromises and find each other on middle [ground],' she said."
Agencies are evolving, with many integrating technology and design into their offerings. Instrument, led by CEO Laurel Burton, exemplifies this shift by embracing AI to improve efficiency and client engagement. The agency's past projects, such as the Facebook Portal, required extensive time and resources, but advancements in AI now allow for quicker and more innovative solutions. Instrument's approach reflects a broader trend in the industry, where agencies are redefining their roles and capabilities in an AI-driven landscape.
Read at Digiday
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