ALP 308: Using AI to extend your agency’s PESO Model expertise

About this episode

The episode discusses how AI can enhance agency capabilities in executing 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. It…

People in this episode

Hosts: Chip, Gini

Topics covered

• AI
• PESO Model
• agency capabilities
• media relations
• learning tools
• content creation

Keywords

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

Mentioned in this episode

Organizations: PESO model, AI

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