Walk West values creating authentic human connections. We do not use AI to do the work for us, but we have leaned into the technology as it makes us faster, stronger, and more innovative. We’ve embraced AI to streamline processes, create more personalized experiences, and drive better results for our team and our clients. In the spirit of transparency, we want to break down exactly what we’re doing to enhance the quality of our work and push the boundaries of what’s possible in the marketing world.
We understand the drawbacks: accuracy can be questionable, built-in biases, privacy issues, lack of transparency, potential misuse, and the list keeps growing. That is where the human element comes in. Providing the right prompts is critical for meaningful output, but more so, the additional context and critical assessment from a human are imperative for the quality of a final product. The output from AI needs to be reviewed, refined, and updated for relevance, correctness and creativity to make sure we are aligned with client goals and overall strategies. The way our team uses AI is a huge asset to our customers and allows us to deliver more options faster.
What We’re Doing
Creative Uses of AI
Content is at the heart of every marketing strategy, and tools like Jasper.ai and ChatGPT are enhancing the way we approach it. These serve as powerful brainstorming tools, helping us with ideation and finding fresh angles for content creation. It has also improved our speed and efficiency as we can process ideas faster.
Adobe Photoshop’s integration with AI has taken creative possibilities to new heights. Power features are now available like automatic object selection, content-aware fill, and smart filters, all of which save time and enhance the creative process. It allows our team to make detailed edits in seconds and frees up the technical workload so we can focus on the artistic direction and big idea of the campaign.
Improving The Feedback Process
Figma is a cloud-based design tool with AI-powered features like auto-layout and smart selection. Figma makes it easier to design responsive interfaces and digital assets. We now have better collaboration across teams and a version control system that makes it easy to track every design iteration. This allows our art and copy teams to edit and critique work in real time rather than sharing clunky PDFs back and forth.
AI For Campaign Optimizations
Advertising platforms, including Google, Meta, LinkedIn, Tik Tok, and Programmatic DSPs, all now have AI functionality to assist with campaign optimizations, audience expansion, lookalike targeting, copy edits, and creative enhancements. The platforms also use machine learning to analyze large datasets and adjust bids to ensure our ads reach the right audience at the right time.
TikTok has been a particularly powerful platform for reaching younger, highly engaged audiences. Its AI tools help us create engaging, relevant, and interactive ads that resonate with Gen Z and millennial users. Similar to Photoshop, these tools help streamline and speed up a lot of the technical work so our teams can focus on other creative ways to optimize accounts and reach new customers.
Logistics and Organizational
Calendly makes scheduling meetings and consultations faster and easier, powered by AI that automatically adjusts to everyone’s time zones and preferences. For a marketing agency like Walk West, this tool ensures smoother communication and better time management.
We are also using Notion AI as another brainstorming tool. Its AI-powered features assist in automating tasks like note-taking, content generation, and task management, allowing teams to stay organized and productive.
SEO Enablement
SEMrush is a powerful SEO tool that uses AI to help us track and optimize search engine rankings, conduct keyword research, and analyze competitors. It provides actionable insights to ensure that our clients’ websites perform at their best on search engines. It allows our team to quickly identify high-value keywords, competitive opportunities and other on-page optimizations so we can move faster to make an impact for our clients.
Keeping Sustainability in Mind
Did you know there is an environmental impact associated with AI? Along with its massive energy consumption and high water usage to cool servers, many natural resources are needed to build its hardware. Walk West is committed to using AI with a purpose and clear goal in mind to limit our footprint as much as possible.
Final Thoughts
At Walk West, we recognize that AI is more than just a buzzword — it’s a powerful tool that enhances our marketing strategies and helps us deliver better results for our clients. By leveraging these tools, we can work more efficiently, create more personalized campaigns, and drive measurable success. The future of digital marketing is AI-enabled, and we’re excited to continue embracing these innovations to push the boundaries of what’s possible.
