AI adoption in agencies: growth, efficiency, and new processes

In communication agencies, the adoption rate is even higher, driven by pressure for efficiency. “There are agencies that started this process earlier and managed to achieve efficiency gains of up to 40% in projects with an editorial component. The automation of mechanical tasks – versions, summarizations, formatting checks – frees up time for strategic activities,” explains Iuliana Floricică. However, efficiency depends on how AI is implemented, the team's training level, and the type of platforms used, whether free or paid.

“At June Communications, the use of a dedicated LLM platform allows us to manage complex multilingual projects, including accurate translations into 5–6 European languages for highly complex scientific projects, which are later validated by domain experts,” adds the agency’s CEO.

The major risks of accelerated AI integration

The rise in AI usage also brings significant risks. The first is excessive standardization: when agencies use the same tools and templates, brand voices become similar, and creative pitches start to look alike. Many materials sent to newsrooms are formally flawless but lack substance, context, and journalistic value. AI can combine information, but it cannot decide what is truly relevant for the public.

This phenomenon puts pressure on journalists, who must verify incomplete or unverifiable data. There have been instances in which newsrooms have temporarily withheld SEO-optimized articles until a full manual review was completed.

Confidentiality risks in sensitive industries

Another significant risk is confidentiality. In fields such as financial services, insurance, FinTech, HealthTech, or innovative start-ups, entering sensitive information into AI tools can compromise critical data. For agencies like JUNE, which work with international corporations and innovative companies, managing these risks is essential.

Incomplete information and the “illusion of knowledge.”

AI models are based on historical data and can omit essential information about legislative changes, competitive developments, or market dynamics. For the average user, this creates an “illusion of being informed”: answers that are firm, concise, and seemingly exhaustive, but that can sometimes be incomplete or outdated.

At the same time, the way people search online is changing. Searches made directly in ChatGPT have increased by 720% in a single year, which means SEO no longer depends exclusively on keywords and rankings. Content must be structured so that it is easy for AI models to interpret, quote, and summarize. At the same time, communication professionals use LLMs to accelerate research, conduct trend analysis, and develop content strategies.

Competitive advantage for agencies that combine AI with human discernment

The agencies that perform best are those that adopt a hybrid model: AI as operational support and human expertise as the key differentiator. An uncritical approach leads to a loss of nuance and creativity, while intelligent AI integration allows teams to work faster and achieve superior results. Creativity, intuition, contextual understanding, and empathy remain deeply human skills, impossible to fully replicate through technology. “The future doesn’t belong to those who use AI just to keep up, but to those who understand it as part of a communication strategy firmly grounded in reality,” emphasizes Iuliana Floricică.

June Communications is at the center of this transformation, working with clients in IT and technology, financial services, FinTech, InsurTech, HealthTech, regenerative agriculture, AgTech, electric transport, and renewable energy. The agency promotes the responsible use of technology and combines AI with the team’s expertise in a model optimized for B2B, B2B2G, and, in some cases, B2C industries.