What we shipped
- A way to capture what a client's in-house experts know, with almost no effort on their part. In a Google Doc, the marketing manager highlights anything they are unsure of and comments "ASK EXPERT".
- Each week those questions are collated, the relevant expert gets a text at the end of the day ("around for a quick fifteen-minute chat?"), and when they reply, our AI calls them and asks. Their answers are written back into the Doc for the copywriter, and once signed off, into the client profile so the next piece is backfilled automatically.
Why we built it this way
This innovation was born out of a real world use case. We had a technical manufacturing client whose real knowledge lived with people on the factory floor doing the job for their customers every day. The experts self identified as people who 'were allergic to laptops' so getting them on a web call was a challenge but getting them to annotate a 500 word document was close to impossible. So instead of fight against the tide, we met them where they were: a text at the end of the day, then a call from our AI agent while they walked the dog or drove home.
How it benefits clients
- Genuine subject-matter expertise reaches the page without anyone sitting in a meeting.
- Non-technical, time-poor clients contribute in the format that suits them, not one we impose.
- Accuracy of content and unique information in each article increases exponentially
- Time to publish gets much faster
What's next
- Rolling out the expert line to all clients
- Integrating a quarterly checkin call to confirm any changes to the business
- A content briefing line to get multiple people in the business to spend 5 minutes on the phone to our AI agent to give more context for every piece of content we create
- More contact surfaces so they can text or voice note the AI agent across SMS, iMessage, Slack or WhatsApp.
- An AI avatar to give the client something to look at for any video calls
Technical innovations
The design choice is the innovation: deliberately no new app to log into. Text and phone only, because the more asynchronous we can be with a client, the more likely the knowledge actually gets captured. We think this is the direction of travel, clients talking to the AI running their account through the channels they already use.
How it fits the agentic journey
It feeds the same client profile the content agent reads from, so expertise captured once is reused everywhere. That is the manifesto's compounding gains, pointed at the one thing AI cannot generate: what the expert actually knows.
We're using AI agents to make the client's experience better and to break down barriers and admin on their side. Instead of outsourcing the labour to the client and expecting feedback and sign off after hours of edits at a desk, they can do it all on their phone, on the fly whilst doing laundry, walking the dog or driving home from work.