Envision: in the age of artificial intelligence, value still lies in people

Artificial intelligence is rapidly changing the way businesses operate. Tasks that until recently took hours, required various tools and specialist skills can now be completed in a matter of minutes. Yet, just as responses become faster and more plentiful, one wonders what distinguishes a good decision from a decision that is simply quick.
It is this question that forms the starting point for Envision Digital web agency, which combines marketing, web technology development and business consultancy. Three areas held together by a simple conviction: for a business, what happens online always ends up affecting sales, customer relations and the organisation of work.
In recent months, AI has become increasingly integrated into the agency’s processes. During the same period, two new professional roles have been introduced. It may seem like a contradiction, but it is actually the same story viewed from two angles: when repetitive tasks are automated, more time is left for what requires critical thinking – namely, interpreting the results and deciding where to intervene.

AI and work: how the professional’s role is changing
Every technology promises to free us from something. The question, if anything, is what we choose to do with the time and attention it frees up.
In a digital agency, AI helps with research, organising information and streamlining certain operational steps. The time saved is put to good use where experience, discussion and the ability to assess are needed.
A system processes data and proposes scenarios; it is then up to the professional to understand how significant they really are for that business. Their work thus shifts from execution to interpretation: focusing on the problem, setting priorities.

AI in marketing: data, on its own, is not enough
In digital marketing, almost everything can be measured: visits, conversions, acquisition costs, campaign performance. But does measuring equate to understanding?
A figure, taken on its own, says very little. It begins to speak when placed alongside the market, the season, and the company’s specific situation: the same result can be excellent news for one company and a wake-up call for another.
Even the most accurate output remains meaningless if no one relates it to the real problem. This is where critical thinking and divergent thinking come into play – the two qualities that make the human contribution irreplaceable: the former tests an answer, whilst the latter imagines paths that no one had asked to explore.
To give more scope to this interpretative work, Envision is developing proprietary tools based on AI models. The agency prefers not to reveal too many details at this stage, but will say one thing: these tools will not remain for internal use only, as the benefits will extend to clients as well.

Two new additions to the team: the value of sharing
Expanding the team is part of the same investment. In recent months, a social media manager and a junior web developer have joined the team: as the tools evolve, the agency is choosing to develop its people too.
Their day-to-day work clearly demonstrates just how important it is to listen. On social media, a question that clients often ask can become the inspiration for useful content. In development, understanding the need behind a technical request is what enables us to build something that will genuinely be of use to those who use it.
Then there is the value of exchange between colleagues. Explaining a decision to someone else forces you to verify the reasons behind it; a question asked at the right moment brings to light a possibility that had been overlooked. Every new person brings with them further opportunities for discussion and a different perspective on day-to-day work.

AI in businesses: starting with the problem
The same applies to our relationship with businesses. Before choosing a technology, it is worth understanding which obstacle is holding back growth or which process could be simplified. Sometimes the answer lies in one fewer step, or a different priority, rather than a new tool.
Envision’s consultancy starts from this point. Behind a company’s objectives or a client’s behaviour are people, with their own expectations and responsibilities. A good decision stems from understanding the context and engaging with those who will experience its effects; for the agency, using AI means having more scope for this work.
Staying human in the age of AI does not mean using less technology. It means knowing which parts of ourselves we want to entrust to it and which, on the other hand, we want to continue to nurture.