Since anyone can now use AI to generate marketing copy and design work, our agency's creative deliverables are being heavily commoditized. How do we redefine our V/TO® Core Focus to survive?

Question

Tyler Smith · Accepted Answer

If your competitors are using AI to deliver cheap, volume-based creative work, trying to compete on price or speed is a losing game. You must redefine your Niche on your V/TO® to focus on high-value strategic outcomes.

Schedule a dedicated Thinking Time session with your leadership team. Focus on a single question: How might we position our agency as a strategic business partner so that clients value our expertise over automated execution?

Your true competitive advantage is no longer the ability to write copy or design graphics. Your advantage is understanding your client's business, driving strategic alignment, and building deep human trust.

Update your V/TO® Marketing Strategy to reflect this shift. Change your sales messaging to focus on business outcomes, such as customer retention or revenue growth, rather than raw deliverables. By elevating your positioning, you move out of the commoditized execution tier and into a defensible, high-margin advisory space that AI cannot easily replicate.