“One guy with the same agent, he prompts it, we review the work, and it's about 30% there. Another guy prompts it differently and it's 70%. Same agent, same models, nothing changes. It's just how you prompt it, and then how you reprompt it. It's a kind of skill, and I can already see that a lot of people are falling behind on it.”
Smart Agency Masterclass with Jason Swenk: Podcast for Digital Marketing Agencies · Agency Business · November 2026
Context
The host said agency teams are often more worried about AI than their owners. Ronik explains what he sees when his agency gives staff the same AI tools, and where the gap in results comes from.
Transcript
…recordings where we talked about my entry into E2M, I actually got acquired by E2M a couple of years ago. And that was so that I can focus on just AI Squad and family. And so for the past couple of years, I've been doing exactly that. All my time is, I've been just spending doing something with AI.
…agencies are more excited, but still their teams are a little worried because the owner, you know, they'll go to an event or they'll start messing with stuff and they'll be like, oh my gosh, look at what I can do. We can do so much more. And then the teammates look at them or like, oh, I'm screwed.
Because we are asking them, can you do this a little bit differently now? So eventually we could replace you, right? I think if I were wearing their shoes, I could clearly feel that. Though I feel like some people don't mind that. I mean, they understand that this is the next thing. It's not an optional and they get it. But we, you know, I see that day to day. There's still so many people. Like one guy with the same agent, one guy would prompt it. They come back, we review the work, and this is about 30% there. The same work, another guy would prompt it differently and 70%. Same agent, same models, nothing changes. It's just how you prompt it. And then how you reprompt it. Like you get some work and then it is a kind of skill how you, right? I know you work a lot with AI Can't I think eventually you learn that skill. And I could already see that a lot of people are falling behind on that, that they're not catching up or not putting enough time on practicing on that skill.
Well, it's, you know, you got to think we have so many different things to do, especially what stage of the life where they're at in their agency, right? If they're more of an operator and they're doing everything, they're doing sales and marketing and operations, they're like, all right, guys, you…
I think the approach that we have taken is more show and tell rather than, hey, can you experiment this on your own? Because we tried that last year. It didn't work. Because maybe because they don't have time, they have actual deliverable work that needs to get delivered today. Or they don't have…
Well, it's smart that you have a team for this, right? Because, or, you know, I always tell people you have to have some kind of leader. Because I think if you go to your team and say, use AI, they're not going to know, they're going to use AI in the same workflow that they've always done. Like you…
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