About this episode

Chip and Gini discuss how AI can enhance agency capabilities beyond traditional media relations by utilizing the PESO model.

Most owner-led agencies know they should be doing more than media relations. One barrier has always been capability: you can’t execute paid media if nobody on your team knows paid media. AI is removing that barrier, and Chip and Gini dig into exactly how. Gini built a PESO model operating system AI that prompts you instead of you prompting it. Many agencies are strong in one or two media types and need scaffolding to think through the rest. The tool can be used to help agencies execute unfamiliar disciplines step by step. Chip frames this as an opportunity to do things that were theoretically possible two years ago but practically out of reach. A paid campaign to amplify a blog post no longer requires hiring a specialist. Beyond drafting, both hosts made a case for AI as a learning tool instead of merely a content machine. Gini tested this directly by vibe-coding a PESO model diagnostic, working through multiple versions with AI troubleshooting each step. The practical upshot is that you can use AI to build separate knowledge-rich agents for each media type, loaded with client messaging and context, and treat them as thought partners for areas where your team lacks depth…

People in this episode

Hosts: Chip Griffin, Gini Dietrich

Topics covered

• AI
• PESO Model
• agency capabilities
• media relations
• paid media
• learning tools

Keywords

• AI
• PESO model
• agency
• media relations
• paid media
• learning tool
• content creation

Mentioned in this episode

Organizations: PESO model

More episodes of Agency Leadership Podcast

• Is your agency easy to work with? · June 11, 2026 · 18 min

Explore listener stats, chart rankings, contacts and more on the Agency Leadership Podcast podcast page.