Creative Agencies Panic: Must Appoint AI Sheriff or Face Lego Box Madness

KEY POINTS

•Jules Love, Spark AI's founder, has worked with over 60 agencies to integrate AI thoughtfully, emphasizing mindset over tech.
•Love recommends creating AI taskforces with protected time for experimentation instead of vague innovation groups.
•He warns agencies that focusing only on speed risks commoditization and urges pricing outcomes over billable hours for sustainability.

Jules Love, head honcho at Spark AI, has taken on the Herculean task of dragging over 60 creative agencies—those thrill-seeking Lego enthusiasts with no instruction manual—into the AI era by 2026. His bright ideas include assigning ‘AI sheriffs’ who get paid to fiddle with ChatGPT during work hours instead of chasing billable client dollars, and making AI training so role-specific it’s like curated Lego blueprints for every marketer and designer. Quoting Jules’ wisdom: 'Fear kills innovation faster than bad tools,' which might explain the mass employee nervousness about admitting they're secretly using ChatGPT under their desks like forbidden karaoke machines. He warns the agencies clinging to billable hours will soon look 'old-fashioned, expensive, and uninteresting'—basically, the human equivalent of dial-up internet trying to sell itself as vintage cool.