Founders & Technology: It's about time not tools

The real opportunity is to build a business where technology supports people to do their best work

There’s a lot of hype around AI, but the real opportunity for founders isn’t about tools – it’s about time. The smartest agencies & studios are using automation and AI to make better use of their teams, improve efficiency, and create space for growth.

Humans and Robots – The Future Creative Studio

I know there’s a lot of fatigue around AI right now. It’s become a constant topic of conversation in creative circles, and it can feel like yet another thing founders need to get their heads around while managing everything else that comes with running a business.

But behind the noise, something genuinely useful is happening. The smarter agencies aren’t chasing every new tool or adding more people just to keep up. They’re taking a step back and asking better questions: Where is our team’s time really going? Are we allocating our people in the most effective way? And how can technology help us create more space for the work that actually drives growth?

This isn’t about replacing people. It’s about rethinking how your studio grows – using technology to make time for better thinking, stronger creative output, and more sustainable progress.

Why this matters now

In my work with creative studios, I often see the same pattern.

Growth slows, not because the team lacks talent or motivation, but because too much energy is tied up in the wrong places.

People spend hours updating spreadsheets, chasing information, and managing tasks that could easily be automated. Studio and project leads often spend more time reallocating team capacity than focusing on delivery. By the time anyone gets to the creative or strategic part of their role, they’re already running on empty.

That’s why, when agencies ask how to scale, I rarely start by suggesting they hire more people. Instead, I encourage founders to look at how their existing team is structured, how their time is being used, and how automation and AI can support a more efficient operating rhythm.

The studio of the future is already here

We often talk about “the future studio” as if it’s something that’s still to come. In reality, it’s already here. Many of the tools your teams use every day – from project management platforms to creative software – already have automation or AI built in.

The challenge isn’t access to technology; it’s how intentionally it’s being used. The best agencies are designing their operations around it – rethinking processes, reshaping roles, and making technology part of how they work, not just another thing they subscribe to.

They’re using automation to simplify handovers, scheduling, and reporting. They’re using AI to surface insights, support concept development, and help teams move from idea to execution faster. And most importantly, they’re freeing their people to focus on the parts of their role that make the real difference: insight, creativity, and client partnership.

Leadership and design, not headcount

For founders, this shift is less about tools and more about leadership. It’s about designing an operating model that supports growth without creating more layers, complexity, or burnout.

The most effective founders I work with aren’t asking, “Who do we need to hire next?” They’re asking, “How can we make the people we already have more valuable to the business?”

They’re identifying friction points, redesigning workflows, and giving teams better systems to do their jobs. AI and automation aren’t magic bullets – but when aligned with clear process and structure, they make growth smoother, not harder.

What I look for in an audit

When I carry out an agency audit, I’m not just looking at profitability and operations. I’m looking for growth opportunities – ways to create capacity, improve utilisation, and make the most of the resources already in place.

That means identifying where time and effort are currently being lost, and where automation or AI could deliver quick, meaningful improvements. In some cases, that’s automating project updates or resourcing workflows. In others, it’s using AI to streamline creative development or strategic research.

Every recommendation has the same goal: to help teams focus more of their time on the work that moves the business forward – improving profitability, raising creative standards, and strengthening client relationships.

Looking ahead

The hybrid studio – where people and intelligent systems work together – isn’t a futuristic concept. It’s already here, woven into how the best agencies operate.

The studios that will thrive aren’t necessarily the biggest or the loudest. They’re the ones that design how people, process, and technology fit together to make growth feel consistent, not chaotic.

For founders, that’s the real opportunity: building a business where technology supports people to do their best work – and where growth becomes something that happens because of how you’re set up, not in spite of it.