Jeff Wenzel describes how agencies build AI tools trained on client brand materials, then clients feed the AI output into their own models without human review. The result is a circular loop where the agency's limited knowledge base clashes with the client's internal one, creating inconsistencies and extra work. He argues both need to share a unified knowledge base.
So I'm going to talk about one of the newest things that's happening kind of in the agency world for us is the competing with ChatGPTs, right? So like everybody else on the planet, we also use AI in our world. But what we do is, you know, when the client gives us all their information, their investor decks, you know, websites, their logos, brand guides, we basically build a knowledge base that myself and my team, we all pull from, right? So that's, you know, where we're getting our first drafts of emails, making sure things are compliant, you know, just creating those first drafts of stuff, right? Then we typically send it back to the client. Well, what we've noticed is that the client is now doing is just throwing what we sent back into their own version of a ChatGPT and then just literally copy and pasting that and sending it back to us. And it's like, well, did you actually review it? Because if you didn't, we're just going back and forth with AI models, right? And what I also noticed is that if you, like the client, has a much deeper knowledge base that maybe they're pulling from, you know, maybe 2 or 3 years of it. Well, we don't have all that stuff. I only have what you gave me, right? I'm also creating content for a very specific region— reason. So what we notice is like we're getting verbiage that's not what we have. We get, you know, old information. And it really is kind of a new thing. And you can just tell that like, oh, they just copied what we did, threw it in here, and then they're sending it back to us, and then we're making changes. And it's just this back and forth of AI. So Hey everybody, let us just use the same knowledge base. We're pulling from your information, that's what we're doing. All right, we don't need to kind of constantly have this back and forth. So that's a new thing I got to figure out how to navigate here in the agency world.
