How to Leverage AI Where It Matters Most in Your Workflow

Are you getting sick of hearing about AI at every business-development-related keynote in existence, or are you more sick of just hearing people talk about the same things within the AI space? I know for a fact that, for the past two years, the hubbub has mostly been around content, which is not particularly shocking for an agency that has content as a pillar for all marketing efforts. And this is content of all forms: simple blogs or pages with minimal prompting, some decent use cases of social media, making briefs, creating content funnels, researching content—you name it.

At this point, we’re not doing much beyond just delivering great content regarding expertise and authority to people who will make educated buying decisions in professional sectors. But the conversation has to shift into something bigger because this isn’t the same AI we were talking about two years ago.

A New Era of AI Integration with Model Contextual Protocols

What we’re witnessing now are Model Contextual Protocols (MCPs) that have essentially replaced traditional APIs, creating bridges between applications, platforms, and AI models in ways that make integration surprisingly accessible. Think of it this way: before, if you wanted your practice management software to talk to your AI tools, you’d need a developer to write custom code through an API (Application Programming Interface). Now, MCPs are like universal translators that let these systems connect with minimal technical setup. For example, you can have your client intake form automatically trigger an AI to analyze the potential case value, then update your CRM and notify your team, all without a single line of code. These connections that used to require a full IT department are now available through user-friendly interfaces that anyone on your team can set up with a few clicks.

I’m talking about a lot here to kick things off!  The most important thing to know here is that what used to be impossible for most engineers of code is now possible, and what was difficult to those who were mostly “technologically inclined” has diminished significantly to “within reach with a reasonable barrier to entry.”

When we’re exposed to the “ascent to AI” and the AI that “you need to have every single day or else you’re going to fall behind” with your practice or business, we may hear some next-level things or approaches that go beyond topical or surface-level implementation. I want to provide examples across common areas like content, intake, operations, finance, and any other part of your business where you’re trying to integrate something that can truly make your life easier every day.

Content Efficacy: The Metric That Actually Matters

Speaking of content, you can now relatively easily train most Language Learning Model platforms to perfect your tone, voice, or style that emulates your thoughts, maybe even before you have them (wow).

Case in point, this blog is going through voice transcription (in all transparency, a significant core value of mine and our organization), and will be cleaned up through projects that include completely varnishing of what would have been a relatively offensive bout of stream of consciousness into more structured, refined, and lucid arrangements of thoughts. Hopefully.

Let’s see if it worked – here’s the previous paragraph in its original state:

“This blog is going through voice transcription in all transparency, and will be cleaned up through projects that include completely varnishing what would have been a relatively egregious stream of consciousness into more structured, refined, and lucid arrangements of thoughts.”

From there, AI will assist in taking 10 years of content I’ve created across pages, blogs, seminars, webinars, videos, podcasts, and emails and essentially filling some gaps with my expanded thoughts or thoughts I have when I’m able to focus more.

While this is all very helpful, and I’m sure its adoption will continue to ramp up over time, it’s not enough just to use AI for every version of content.

For us, there’s the practice of creating blogs and pages for websites as a core responsibility for effective ongoing marketing, but then there’s considering what I’m trying to accomplish, who I’m trying to reach, and if it’s working. We consider that overall concept “content efficacy”—seeing how impactful your average piece of content is. In practical terms, this means tracking whether your content is actually generating client interest. We do this by connecting data from GA4 (Google Analytics 4, the standard website tracking platform) and Google Search Console (which shows how you perform in search results) with conversion tools like CallRail.

CallRail tracks when someone calls your office or submits a form after reading specific content on your website. By combining visitor data from GA4 with these leads, we can tell you exactly which content pieces turn readers into potential clients. Instead of just guessing what’s working, we can use AI to analyze all this data and show you, for instance, that your recent article on ‘Understanding Medical Malpractice Claims’ had a 4.2% conversion rate—more than twice your site average.

Transforming Client Acquisition Through AI-Enhanced Intake

Moving on to intake, it’s been quite some time since bigger players with call recording like CallRail have offered AI summaries for calls. If you’re not using it, you’re missing a significant opportunity to grasp client or potential client sentiment via keywords or context from transcribed and AI-analyzed calls or form submissions.

While that itself is a great feature ahead of the curve, if embraced daily, you can take another step with that information. By aggregating AI summaries over one month and comparing them to 3-6 months ago, you can prompt LLMs to analyze qualified versus non-qualified calls against criteria you provide.

This allows bulk analysis in real time at pleasing speeds, showing call composition relative to different time periods, not just individual calls where you struggle to track progress. For example, six months ago, 22% of calls were potentially high-value cases, while now that number is 28%.

These analyses are extremely important for messaging and branding because everyone has their ideal client persona. If you want to get into the weeds with data (as people in my position often do), you can simultaneously analyze by source and other criteria, segmenting by repeat callers, first-time callers, time of week, time of day, and other factors, all without disruption or additional processing.

From Data to Action: Workflow Integration That Actually Works

One last example about the power of LLMs and taking another step with your existing data: LLMs are becoming more sophisticated with native connections to other platforms. You can get outputs with guidance or insights any time, but you still need to take action with that information.

We use Claude (an AI assistant similar to ChatGPT, but with different capabilities) to analyze meeting transcripts and client interactions. Here’s how this works in practice: Let’s say you just finished a 30-minute strategy call with your team about an upcoming marketing campaign. Rather than someone taking notes and manually creating tasks, you can have the conversation automatically recorded and transcribed. Claude then reads the transcript and identifies key decisions, action items, and responsibilities.

The magic happens in the next step—instead of copying and pasting these insights into your project management system like Asana, the AI formats everything correctly and sends it directly into your workflow. You’ll find new tasks created for each team member with properly written descriptions, suggested deadlines based on your discussion timeline, and even links to the relevant parts of the conversation. It’s like having an exceptional executive assistant who not only attends every meeting but also handles all the follow-up organization, except this assistant never forgets details or gets distracted by other priorities.

The Human-AI Alliance: Our Competitive Edge

While we’re embracing these AI advances, we’ve also doubled down on human expertise. Rather than replacing our content team with AI tools (as many agencies have), we’ve positioned ourselves at the intersection of human creativity and AI efficiency.

As I’ve mentioned in previous communications, AI is like a calculator for creative and analytical tasks. Just as we don’t insist on multiplying 141 by 76 by hand, we shouldn’t derive pride from laboriously executing tasks that technology can handle with 99% less effort and time.

When my business partner, Chase, and I set out over ten years ago to go all-in on Market My Market, I wanted to shape an agency that filled all the gaps missing from the agencies I had worked with in the preceding five years. The common cavities could be boiled down to competent and effective SEO, content connecting with readers, and an outstanding client experience led by proactive, competent account managers.

These elements were all but absent in my experience working with agencies. We’ve come a long way since then, especially in the past few years. We’ve adopted AI tools for over a year now, but are by no means completely radicalized by every advancement. I have still used zero AI in any of these emails – no AI editing, topical research, writing, references, brainstorming, suggestions…nothing. Probably seems counterintuitive at this point, but hey, this specific platform is practically sacred to me at this point.

Looking Ahead: The Agencies That Will Thrive

The agencies that will thrive in this landscape aren’t those blindly replacing humans with AI or those refusing to adopt new technologies. Success will come to those who strategically leverage AI for efficiency while doubling down on human expertise and strategic thinking.

This approach creates what I call ‘The Efficiency Paradox’—how relentless pursuit of operational efficiency actually enables delivering more thoughtful, strategic, and customized work rather than commoditizing your service. Let me break this down: When your team spends less time on mundane tasks like formatting documents, transcribing notes, or manually tracking analytics, they gain more time for true intellectual work.

For instance, when a content writer doesn’t have to spend three hours researching basic facts about personal injury law (because AI can compile that information in minutes), they can invest that time in crafting more compelling narratives or developing deeper insights about your specific practice approach. The paradox is that by automating the ‘busy work,’ we actually create more human, more thoughtful, and more valuable marketing, not less. It’s counter to the fear that efficiency initiatives are solely about improving margins at clients’ expense. In reality, we’re freeing up human creativity and expertise by letting the machines handle what machines do best.”

These revisions maintain the conversational, informed tone while offering more concrete examples and precise explanations of technical concepts that might be unfamiliar to educated professionals outside of marketing and technology.

Great marketing ultimately requires a process that may not get you where you want revenue-wise in the short run. At Market My Market, we excel at providing a long-term blueprint for what a meaningful, sustainable, and predictable marketing future looks like for your firm.

Why Choose Market My Market for Your Case

At Market My Market, we’ve built a decade-long track record of supporting businesses that want more than generic marketing buzzwords and trends. We create practical, lasting systems that turn innovation into real-world results. Our team combines marketing knowledge with the latest AI integration techniques to make your campaigns smarter, your intake smoother, and your operations more efficient, all without adding more work for your staff.

We’ve been early adopters of AI tools, but we never rely on automation alone. Instead, we bridge AI with a real understanding of your goals and industry. Our clients count on consistent communication, real-time performance updates, and tailored strategies that drive measurable success. If you’re ready to stop wondering whether your marketing is working and start seeing what’s actually moving the needle, call us at (800) 997-7336 or fill out our contact form.