Welcome & Purpose of Agency Advantage 2025 all right welcome welcome welcome good to see everyone here the already lightening up welcome agency owners freelancers developers to Agency Advantage 2025 by Cloudways i am your host Brent Weaver CEO at E2M your number one white label agency partner a proud sponsor of this year’s agency advantage event so why is Cloudways putting this amazing event on uh hopefully you all are as excited as I am cloudways has a vision of educating and enabling its community so they can grow and scale attention agent AI is not the future ai is not the future it is the present it is here it has arrived and agencies like yourself have to adapt to stay in business remain competitive and increase your own business returns as well as your clients and the results that you get for them so we’ve got a packed schedule for you over the next couple of days what are some things that you can expect well first of all you can expect eight insightful sessions with over 15 AI experts that have been handpicked to give you hands-on practical strategies to grow your agency and your client businesses there’s so much amazing What to Expect: Sessions, Activities & Giveaways content over the next couple of days plus we have three interactive activities where you get to engage and get some chances to win gift cards and hosting credits who doesn’t love some gift cards and hosting credits so definitely make sure that you’re here that you’re engaging uh we always do a little bit of a uh an announcement at the end of all the different people that won gift cards and prizes and all that good stuff so stick with us till the end of the event uh and we’re running a workshop on AI prompts where you will learn how to navigate tools like chat GPT like a pro i know if you’re like me we’re all using chat GPT on a daily basis i’m sure there are some tips tactics and strategies to uplevel the results that we get but wait there’s more we also have an Easter egg hunt there will be various Easter eggs placed throughout the platform that you will have to look for and submit on a shared Google sheet uh so the team I think we have a shared Google doc that we can put in chat uh copy that that link um copy the Google doc make your own version of it and be on the lookout for those Easter eggs so it’s something new that we’re doing this Sponsor Shoutouts & Event Platform Tips year so so so keep an eye out on those Easter eggs if you don’t know what I mean by an Easter egg grab the link for the document and uh and you’ll understand right we’re just looking for those little hidden treasures throughout the event and those who uh track all the Easter eggs submit it at the end of the event and we’ll announce the winner of who got the Easter egg challenge at the end of the event so um yeah I think we’ll have some fun with those Easter eggs so team make sure we get that document shared out to uh our amazing attendees here today uh before we get into our content I just want to put a big shout out to our sponsors events like these wouldn’t happen without the amazing support of people like WP Umbrella Template Monster Profile Tree and my own threads E2M so check out those booths when you have a chance kind of explore the platform here on Zuttle um there’s a way for you to check out those sponsor booths jump in there see what the sponsors are all about of course check out their websites uh support those partners because they’ve made this event possible so you’re going to get all this amazing content to you uh through those sponsors so big big shout out to our sponsors uh so I’m I’m super pumped i’m really pumped about the next couple of days i’m I’m really excited to be back here with Cloudways hosting this event and I’d love to know are you excited are you guys excited to just go in and just deep dive drink from the AI fire hose i I want to hear from you on chat i’m seeing some emojis flying up i’m seeing party emojis big smiles some love some heart i want to tell you one thing that makes my job so much better is when you all engage and give lots of love through emojis and here’s here’s the pro tip our speakers love it too so we want to make sure those speakers keep coming back for more to support amazing events like this so when our speakers are up ask them questions uh give them lots of emojis when you get lots of value from uh their talk so if there’s something that you got a takeaway on and you just took a note down make sure you you smash that uh like or love button with that emoji and that’ll tell our speakers that um you know their their content is appreciated so really excited for you all to be uh to be busting out those emojis as we go through uh the next couple of days uh and a quick reminder as well while speakers are presenting if you have questions use the Q&A tab to ask questions uh and keep that chat flowing if we have time after every speaker I’ll jump back on and I’ll MC some Q&A with those speakers time permitting so make sure you get those questions in there if we can get to your question live hopefully we’ll get that answered after the event but we definitely want to get as much Q&A done live with our speakers as possible i know you all are going to get a ton of value out of this all right drum roll we’ve got our first speaker who’s going to be coming on the stage shortly she’s going to be kicking off the agency advantage conference with the topic of practical AI roadmap for agencies from quick wins to total transformation and uh Kush Budoshi is gonna be jumping on stage here she’s near and dear to my heart she’s the chief operating officer at E2M Solutions uh the company that I’m I’m now CEO of and so Kushbu is one of the most knowledgeable experts on AI on the planet right now um I’ve actually heard her give this talk multiple times what the cool thing is is every time I hear it there’s new and updated information because AI is moving so quickly and E2M is doing so much to help agencies take advantage of the AI revolution uh so Kushbu is an AI transformation strategist strategist she helps agencies streamline operations enhance client delivery and scale effectively using AI powered systems and custom workflows so without further ado Speaker Intro: Kushboo Choudhary let’s get this party started kush Boo let’s get you on stage here and let’s jump into our first session here at Agency Advantage 2025 welcome all right thank you thank you for that wonderful introduction fully pumped up and excited to share all the learnings and all the geeky stuff that we have been building so far let’s fire it up i’m fired up let’s go awesome so I’m going to share my screen all right let’s get it going is it visible to everyone ready to rock and roll awesome so yeah super excited to speak on this topic really really very near to my heart i have been doing hands-on AI experimenting since last I would say one and a half year so there are a lot of quick wins lessons and transformation stories that I’ll be sharing with all of you with this presentation so just giving a quick background on why am I sharing this so just like Brent mentioned I’m the CEO at E2M solutions have been in the agency ecosystem for like last eight years worked with more than thousand plus clients overseeing a portfolio of more than 400 plus agencies so I kind of eat breathe and sleep what agencies do all day every day so know the agency ecosystem in and out and have spent a lot of hours on the AI research part as well so kind of integrating AI research into my agency ecosystem experience and creating something exceptional out of it so that’s what my background is um now diving deeper into it let’s go a little bit back into the history uh I don’t know how many of you are aware about Murray’s law but Gordon Murray the co-founder of Intel stated that computing power doubles every 18 AI Is Here: Why Agencies Must Act Now months so we have seen computers doubling that power like there used to be computers that used to fit a room and now they just fit our pockets so when we look back at this law we definitely feel that yes that is something that we have witnessed in the history now Samman stated the same law but with the perspective of AI in it where he stated that AI models are doubling power every 6 months so now instead of 18 months we will be seeing that AI will be kind of changing the way we work with it every six months and then we have been witnessing that as well like just of the initial days of chart TPD where we used it for content you know there were more models then came enthropic law then came llama and then there are so many new tools and applications and MCP servers and other softwares that just came in and kind of changed the game of AI so we have seen the whole evolution of AI now if we are seeing the future of AI I would say that right now where we stand is I would say the base foundation or the or the starting point of AI we have just started exploring how we could integrate AI in our business in our agency for our clients and there’s a whole long way to go when it comes to integrating it in our businesses so just like Brent mentioned on the starting note is it’s no longer an optional or a competitive success ai is here it is the present and then as agencies we should be strategically leveraging AI to get an edge in the business this is just a quick stats from one of the recent uh I would say studies is businesses that are AI Models: How They Work & What Matters leveraging AI see 50% higher productivity and 2x faster growth is compared to those who don’t so now today in this session we are going to cover how can we be in those businesses who are already leveraging AI and kind of increase our profitability as well as productivity so the biggest question right now is how do we really use AI to transform agency operations and all of you must be having the same question so now let’s debrief that question so today we are going to learn about concept mastery like what are the agents you know why do we build agents what are the different use cases we could build agents for and then how we really have the team use the agents we create so those are the three aspects which we are going to cover in this presentation today um we are all aware about like the four best frontier models which are I would say majorly used in all automations and everything that we do when it comes to AI It’s open AI chbd01 right now we are using 40 enthropic which is the claude gemini and the llama model now the way that these models have been evolving is based on you know four major criterias so if we want to test out which model is better for us the parameters that are used to kind of test out if model is good or not is based on how many parameters or tokens it allows what is the context window of it and then which processing techniques they are using to I would say iterate or to process anything that we are feeding to an LLM model so these are the I would say normal linguistic uh jarens that are used in the AI space if we want to derive if a model is good or not now first I would say whenever we start any journey we really want to know the initiation point of it to know that how much distance we have to cover same way if we are starting the AI adoption journey we really want to know that which stage we fall into in terms of AI adoption so we do this AI adoption assessment we have an entire playbook but I I’d say one thing in common which we have witnessed is all the agencies anybody that is using AI falls into either of these four stages that we have figured out so AI first agency AI enabled agencies AI curious agencies and AI aspiring agencies now what does these stages say like what how do you know which state do you belong to so AI first agencies are the agencies that have fully integrated AI across all the operations like sales strategy customer services every business area that they have they have already integrated AI into it like early adopters of generative AI they use all the different models all different tools out there so if you think your agency is something that you have already integrated AI into all aspects of your business then you might fall into a AI first agency ai Agency AI Maturity Assessment enabled agencies I would say moderate AI adoption wherein you have some areas where you’ve already utilized AI for but then there is a whole lot of I would say room for improvement there is different areas where you still haven’t figured out how to use AI in that case you will fall into AI enabled agency uh AI curious agencies very limited to no a integration like you use chat GPD or you use claude for anything like content or maybe uh email update or something like that but you don’t use it aggressively in any of your business areas where it could help you leverage or maybe you know get more business or get more efficiency in that case you will fall into AI curious agency stage and the last is AI aspiring agency like a solo agency owner or a small agency where you don’t have that infrastructure but you really want to do something big in the AI arena uh then you fall into this stage so we are going to do a small exercise we’re just going to take a minute you know just kind of assess your own agency where do you feel you resonate to the most in which stage do you feel you resonate to most and then just you know hit on the chat like where do you feel you stand and then we have strategies and playbooks for all the different stages is like how do you move from that stage to the higher stage so let’s do that quick assessment and we can just move on from it in a minute just check yourself just do that quick assessment based on the use cases I showed you which spectrum or which I would say stage do you feel you fall into so if I’m assessing uh ourself as an E2M I would say we are anywhere in between Embedding AI in OKRs & Team KPIs AI enabled agencies to AI first agencies uh integrated AI in a lot of areas but then there are still areas and opportunities that we feel could be automated so we are somewhere in between that so you could be in between the stages as well but then there are playbooks and strategies that would help you move the needle to the other stage okay I believe we are done with the exercise now we’ll move toward the action plan so if you feel you fall into an AI first agency uh I would say the proven methodology that has been working for all the agencies who fall into AI first stage is getting a generative AI steward basically what happens is when it is distributed among all the internal team members usually when we have our primary jobs and then AI is also something that we are doing our focuses kind of tend to shift a lot so if we have someone whose sole responsibility is just you know integrating AI into all the business aspects know we can leverage that team member for all the different operations so you should be having someone whose whole and I would say primary responsibility is this AI integration into the system so making AI enable solution a part of OKRs and KPIs for each team so it’s not optional now it’s a part of their OKRs it’s a part of everybody’s KPI that they have to do something on the AI site like each month each quarter and it has to be constructive it has to be saving time and efficiency um this is the best which I love the most action plan for AI enabled agency so now AI enabled agencies are agencies where they have already done a bit of AI work but now confused on how to handle the priorities or how do we even select like what should we work on next so in that case uh the bite framework works the best so you can just I would say write down all the different options that you really want to work on and then use these framework to scale it from like 0 to five so I’ll just show you an example so like I had you know five different options that I wanted to really work on like sales automation proposal agent follow-up bot payments board quality testing agent but then if I really want to see which one would have like a higher impact or which is the one that I should be working on first if I’m taking that guess I might be biased and I want to I might want to work on something that might not be a good bet at that point in time so using this framework has always always given us best results wherein you just rate everything in the priority queue based on how much of business criticality it has like is it super critical to the business give four if it’s not that much critical to the business then just give like you know one or two and when I say criticality it’s basically it should have that impact in the business in that case if it has if it’s having a maximum impact just rate it higher if it’s having lower impact just it rate it lower uh impact potential now if you Creating Your AI Action Plan (Quick Wins) have that automation or an agent what impact it is going to have uh in your agency so rate it based on that how much time it is going to save in the agency so rate it based on that and then ease of implementation how easy it is to build that agent or an automation so even if let’s say it’s saving so much of my time like the follow-up bot is saving so much of the time the ease of implementation is really lower so I could build something really quick for a follow-up port so I would rate it five and that gets my total to 18 so now this is something that I’ll be working on first which is a follow-up bot and then I’ll be working on a solution sales automation and a proposal agent so now I have my priority which is not biased on how I think but then we know that how or what impact it’s going to have on the business so based on that uh you know if you’re using bite framework it just helps you move the needle to the next stage where you know the priority that you should be working on in terms of what automations or what are the agents that you should be building on first then comes an action plan for AI curious agencies now this is a very interesting pyramid and this is something that I’ve learned from all the mistakes that I made in like the first six months now when I started diving deeper into AI I know it might sound dumb to you right now but usually when you start off you really want to build something which has crazy results like being in a sales background i wanted to create like a sales expert who could do literally everything that a sales team does right now and when I started building that I really failed miserably like I was wanting to create something which was so big and AI was completely new and then I never ended up creating it so what I learned is okay if I cannot build an expert agent at first how about I break down what I do into different objective task so taking an example of sales like what do I exactly do in sales okay we could have a lead genen we could qualify the lead uh we could find the details about the qualified lead uh we could summarize those details about that qualified lead we could write a personalized emails to that qualified lead we could send follow-up emails have them in marketing campaigns for inbound leads we can have a follow-up bot uh a zoom call agent for the calls that we do there are so so there are basically so many smaller task that goes into creating an expert sales agent so what I learned is how about that we go on breaking down the expert task into smaller objective task which is like a smaller chunk of that bigger task and then create agents for the smaller task so now all the different aspects of sales just like how I mentioned I will have an agent for like almost everything that I mentioned and now what happens is once I have agents for all the smaller chunk of task it’s very easy for me to create expert task because then what I’m going to do is have all these agents talk to each other so that just creates an autonomous agentic AI which kind of links in and then creates an expert task for me so don’t always start with expert task break down your expert task into different objective task get your objective task in place like your agents in place and then that helps you create the top of the pyramid which is like an expert task automations and the middle tier is unlimited time so there are a lot of things in our business where we feel that okay I wish I had more time for this i’ll just give you an example for a social media strategy if you have a lead or if you have a client and you want to send a proposal you know I would feel that oh I wish I could go and see all the previous history or all the previous social media post of this client and see exactly what has worked for them what has not worked for them and then what kind of strategy would work for them in future but now because I have a time constraint I might limit my research to last one year or maybe last 6 months but what if I had unlimited time i would go in the history and check all the details which would give me like a very precise workflow or an action plan that would really work for them because it is based on all the history backed data but now you could have agents and automations that could scrap all the data from their history summarize it based on the format that you finalize and then give you all the insights you need so basically now with limited of with limited time you are doing unlimited research just by leveraging AI so objective task unlimited time and then expert task Breaking Down Expert Tasks into AI Agents and AI aspiring agencies so there is a lot that an AI aspiring agency could do so tools that we recommend highly strat GPT and then best first approach because you’re just starting off start with something which is really very I would say near and dear to you so let’s say if you are a marketing analyst so start with marketing agent or start with something that you feel you’re really confident about so now you are not complicating things by you know taking a complicated agent and like AI is also new you are combining two complicated tasks together instead just go for something which is very simpler which you feel really confident about or you already have a process or an SOP around it and then turn that thing into an agent so the first learning curve is I would say a little bit easier for you because you’re creating it for something you’re very confident about and then learning AI with I would say that thing that you’re confident about and then once you know how to build agents or how these automations work then you can take up on more complicated task so that’s that’s the best first approach now we all know that this is an era of AI agents there is nothing in agency business operations which an agent cannot do so what are exactly agents so agents are advanced systems that execute multi-step processes and achieve complex goals so they are not like LLM models which requires a lot of prompting and a lot of back and forth and a lot of feedback agents are something that could be created based on your process based What Are AI Agents? Use Cases & Benefits on your SOP or based on what you do right now and they just act and behave the way that you might have mentioned the process in SOP so we’re going to see a working tactical of it but just giving you a suggest of what exactly AI agents are now do you not think that how we interact is changing again like in 1995 everybody thought they should have a website then everybody thought they should have kind of work on the digital marketing aspect of the website then came social profiles like everybody had one then came mobile apps like every B2C client had one now we are going into an era where everybody would need an AI agent and then we really want you to know how to build one and then how to keep on you know making that AI agent more and more precise by giving constant feedback so use case discovery so from our experience of working with so many agencies we have figured out that there are certain I would say lowhanging fruit when it comes to creating agents for so there could be a sales insights agent uh there could be a customer intelligence agent where you feed all your customer information and then if there is any of the team member who wants to know about that customer they just go and ask to that agent so you don’t have to handhold that team member they can just get all the customer information from that agent itself dynamic IC SOP AI agent that’s a complete game changer now we know traditionally how we share our SOPs or process documents or any of the documentation with our team and then believe they’re going to go and see it but we end up getting you know messages like okay I missed this how I think I should have you know looked at the SOP but we know that you know there are a lot of human errors that happen but how about we have an AI agent where we feed the SOP or the process document to an agent so now the team member doesn’t have to go and look at the SOP every time they can just ask the questions to the agent and the agent fetches the answers from the SOP so it just makes their life very simplified financial analytics AI agent which could help you get the profit and loss and everything lead generation agent automated outreach a uh outreach agent AI lead qualification agent so these are just a few areas where we have figured out that okay we could build an agent and it could do an autonomous job just like how the team member is doing right now um now we do two small exercises the first is AI quick wins free up your time now what does this mean is there might be some quick wins for AI in your business where you might see there is some repetitive task that is happening or there is something which is taking up a significant portion of your week or maybe if you have something around it it would allow you to focus more on the strategic work so you have to list down you know three to five items where you feel that okay these are the most repetitive things I work on this is more manual work than what you expect or you Identifying Your Agency’s Quick Win Tasks know this is taking a significant portion of your week and this is something you would love to automate so list at least three to five task where you repeatedly spend time um just giving you an example like proposal proposal creation so you know we could have an agent drafting proposals based on the templates that you have used previously or something that have worked for you in the past we could base we could create a proposal creation agent out of that a sales outreach uh agent so these are just the examples uh you could have your own I would say unique three AI quick wins so I just want you to take like 2 minutes and just think where do you spend most of your time and then write down that which are the top three things that you would want to you know have an agent or an automation for so we’ll just take 2 minutes right now and make a note of it and once you’re done you can just post it on the chat i would love to see after this presentation like what are the ideas or what would you want to work on and then the second one is AI big wins so now we have listed down something Identifying AI Big Wins for Revenue Growth that’s going to help you free up your time now I want you to work on something which is going to help you boost your revenue so AI big AI wins for your business so list down something that you feel it’s going to help you generate more revenue maybe attract new clients or it would help you serve your clients better so you just have to write three use cases where you think it could help you significantly to either improve your revenue or client satisfaction just giving you an example that could be sales outreach optimization wherein you could reach out to more clients as compared to your existing team now that’s going to help you boost your revenue upselling and cross-selling it would go and sense the patterns see when is the right time to upsell and cross-ell so that’s something that would help you boost your revenue customer retention strategies it would go in and see the data see the understand the pattern the behavior of the client and then based on that it’s it can just give you recommendations on what could really work for this client in terms of how you can retain this client or inre or increase the satisfaction score so we’ll work on this real quick uh once you’re done you can drop that in the chat i’m kind of more excited to show the hands-on agents and how they really work so um yeah so once the agents are created there are a few tools that automates the AI agent experience uh one is make.com so you can just integrate your agents uh Live Demo: Building Custom GPT Agents into this tool and then it could be integrated to third party applications so one is make other is langflow uh and then there is nitn as well so yeah now is the time we will be seeing the agents in action and kind of see how to create one so okay so how do we exactly create the agents so you go in GPTs here you go on create GPT this is the interface you get now this is the interface which is used to create the agent so basically you just go in and write the name of the agent description of what this agent really does instruction on you know what you really want this agent to do then what are the questions the team should be asking so I’ll just give you an example of an agent that is already working to show you exactly what kind of configurations we have made in the back end so you see this is like an account manager guide so we have an SOP which is like I would say more than 20 30 pages these are all the different aspects of the SOP so whenever we onboarded any new client account manager we used to give this SOP link and then it’s a whole lot of thing for a person to go through in like a couple of days and make sure that you know how we kind of onboard or what does our renewal process look like and instead what we did is we created this agent wherein okay it’s an account manager uh SOP agent what does it do so it’s a guide for account manager instructions so I’ll just uh maximize on this you are an assistant dedicated to providing external guidance for account management team of E2M you know what exactly you’ll get to pull the information from so I’ve attached all these four knowledge base what I’ve done is I’ve just downloaded all of these documents and provided it in the knowledge base here so you just need to mention that okay you must pull all the information strictly from the resources provided by the user including the files uploaded so these are the four files we have uploaded do not use internet so we don’t want it to go out of the uh knowledge base that we have provided to give any of the information from the internet because this is very specific to the SOP now these are the processes like provide guidance on the daily account management task assisting with client onboarding guiding on account managers supporting consistent client communication so this is I would say the instructions like how I would want it to work it’s just plain English that you write in terms of what your responsibilities include just like if you hired somebody to give answers to the client account management team from an SOP what would you guide that person in terms of what steps they need to do the same way you just provide that steps in here and that just goes into like the instructions the conversation status so now when I’m giving this agent link to any of my team members I really want them to see it this way like they should know what are the questions they should be asking like what are the daily task on the account manager how should I handle a new client uh onboarding so everything that you mention here comes in a block here so whenever you are giving the link of this agent to anybody they just know what questions to ask so it’s a good starting point for them and then the knowledge base so all the documents all the files that I had for this SOP I’ve attached it here now there are these capabilities that an agent could have so if you are ticking it on like in terms of web research if they do not find an answer the SOP they would go outside in the internet and find the answer from the internet so I have checked it off right now because I just want all the answers to be within the SOP and I don’t want any answers from the internet canvas is something that if you feel you have a feedback you can just go in and ask it to make the changes itself and then it can go and make the changes itself uh core interpreter and data analysis it just gives us a good idea on the logic that’s happening and then there are additional settings but you don’t require any additional settings right now so probably I’ll just go and ask hey uh let’s It’s my first day today what do I need to do okay welcome aboard so now this is giving me all the information from the SOP and now all I have to do is just follow this it’s giving me example sales call to go through getting myself acquainted with the tools we use what are the other things that I should be looking at reviewing the onboarding SOPs so just giving me everything that I would have gone into an SOP and checked it myself uh is there anything about escalations Agents in Action: Live QA Workflow Test I should know so it just gives you like an entire guide now if you don’t know how to create this instructions or then what kind of agents you should be creating uh we have a playbook i’ll be more than happy to help you with that but just showing you an use case of how you could use an agent for and how do you build your agents the same way just how we have it for like account manager guide we do a lot of WordPress websites so we have a quality testing agent as well wherein I’ll just show you that agent i know we are short on time i’ll just quickly wrap up wherein you can just go and write the instructions what this agent needs to do so it just needs to check all the checkpoints of the WordPress uh that we have mentioned the checkpoints so I’ll just give you context on how the checkpoints or how the checklist looks like uh so this is the checklist that our team follows so now what we did is we just provided this checklist to the agent and said that do as much as you can uh being an AI agent so these are the steps uh the conversation starters provided the checklist link so now all I have to do is just go and add uh the link okay can you do the all the QA for okay let’s give EM solutions link i’ll just take the link here paste it here so what it is going to do is it is going to check everything it can which is accessible from the front end now one of the uh I would say things that it cannot do right now is it cannot go into the back end or it cannot go into any of the tool and do anything in terms of checking from the back end with the login credentials but anything which is on the front end or anything which is visible on the internet it can go and check those things so it’s going to check and do all the tests i’ll begin now and let you know once Q is so it just takes I would say about four to five minutes of timeline all right let me know once done and meanwhile it’s doing that u just want to quickly show you how the automations work uh so this is like one of the end tools just like how I said that you break down your expert task into smaller objective task so this is what we built for lead generation so basically all you have to do is just write down uh different notes so what this N is used for just giving you a quick background uh this N is basically used for when you have different agents uh talk to different tools or third parties and then have an autonomous outcome of it in those cases you use tools like Neton or Make or Zapier so basically if I wanted to create something where there are four to five agents talking to three to four different applications doing something which is like a whole autonomous task in that case I would use an edit an automation uh just giving you an example of a lead genen automation Iterating Workflows & Managing Output so now we have you know scrapped these leads we will provide this to the automation uh I’ll just start this all right test workflow and while it is being tested I’ll just give you a quick glance of how this works so it just takes all the agencies from the spreadsheet that I showed you uh it gets all the information from the internet about that leads uh then we have a qualification criteria where it goes and qualifies those lead like does that match our ICP or not if not then we’ll just you know flush it off and move it to a different marketing campaign if it does pass our qualification criteria we just go on the internet and find some more information about that lead uh just update the spreadsheets then we kind of summarize that information whatever we have found out using the LLM model then we go ahead and scrap very specific information about their employee count industry followers and all the things that we could find uh for that agency we then again go ahead and update the spreadsheet then it is all being summarized then the whole thing is being mapped to okay how does their service area or their expertise matches with E2M bases on that we write a personalized email and that email is being passed to the lead generation team and they kind of they check on the email and they send the emails so basically right from lead generation to creating the personalized email everything is being carried out in this whole edit and automation so this is still executing the workflow but just giving you an idea here so now this will be passed and then we will start getting different uh as you see this is being populated so at the end of this automation we do get emails generated uh we will come right here in 2 minutes but we just want to check how that agent is doing in terms of quality testing so it just said that okay it’ll be connecting let me evaluate each category just give me on this okay let’s just say we want so it could do as descriptive as you can provide the processes on but right now we just wanted to work on SEO and on page elements because I really want to show you the results like how it exactly works there’s a checklist section verify if the title gets discontinued okay can you give Okay uh detailed report so it just gives you the list of everything that it has checked and then also mention that what it was not able to check so basically you can just assign the team for all the remaining items but for everything that the agent could check you don’t have to spend any manual efforts on that side so just giving you guys an idea on you know what are the different areas you could use AI agent for how it really works and then what kind of automations you could create we’ll just see that if this has completed where we are in terms of okay it’s on the second last stage and we’ll be completing it soon and then I’ll be up for questions all right now one thing that I feel that we have to keep in mind is agents are not always going to work the way that we think it Resources, Playbooks & Getting Help should work it’s a constant feedback and iterations so you should be ready to give it constant feedbacks uh in terms of okay this is what we provided now if you go to sheet two first name last name you’ll see a lot of data not available but you can reiterate this workflow you’ll see the LinkedIn the number of employees industries and then if you want to see the emails we can just go in here and see it has created the emails the custom body like mapping out how it exactly aligns with so yeah agents are not going to be perfect when you create it first uh but yeah always give it more feedback on how you want to make it more accurate and just keep on training the agent to perform the way you really want it’s going to take at least two to three months to create an agent that exactly works the way you want but it’s in constant evolution so never feel like you know I don’t want to create an agent it’s not going to do what what I’m doing or I don’t know if it’s going to be precise just start with it just start with the objective task and then it’s just going to take you further and further so yeah summing up uh let me just share it back again so yeah we have playbooks and everything in place so in case if you really want the resources uh you can just hit me up on LinkedIn here’s my LinkedIn profile we have playbooks uh for every stage adoption stage that I just showed you uh use cases uh I would say default use cases and prompts that you could use to create agents different use cases for Nit automations and then how you create those projects and agents on tpt so we have all the resources all the playbooks that an agency could require so you can just let me know on LinkedIn if you’re Q&A: Tools, SOPs & Hesitations Around AI Adoption interested and then I can send you all that u I would say assessment and all the resources we have um and yeah it was great great uh you know sharing all this information with you uh we have an exclusive community as well in terms of the slack channel so in case if you want to get updated on the EI space you can join this community and we can keep you posted on what’s happening in the agency ecosystem on this community all right I’ll just stop sharing it and we’ll be up here for Q&A all right well let’s uh Kushbu amazing as always uh friends in chat let’s let’s uh let’s give Kush Buu some some warm uh applause and I know we can’t hear the clapping but maybe we can see those emojis start firing just let’s give some love here to Kushbu and the amazing content on uh Hey Nick Bird good to see you katherine good to see you james awesome thanks uh thank you karen lots of love coming in on chat kushboo amazing as always um I’m going to jump over to the Q&A panel i hadn’t seen a whole lot there yet i did see a couple folks ask about recordings i always know a presentation is going well when people want to watch the replay of it over and over and over again and some people were concerned about not being able to take notes fast enough so um we will make sure that recordings of Kushboo’s talk and our other speakers are on um they’ll be shared after the event on the event platform so make sure uh you take a look at that uh around 15 minutes into your talk or maybe it was about five or 10 minutes it said “Can I integrate several tools or is it only possible at the moment?” So I’m not sure what the context was there i know you uh fired off a lot of your favorite tools um Kushbu I know that some of the tool integrations are changing rapidly with make and n and also now what claude and chatgpt support out of the box do you want to just maybe talk for another minute or so on some of your favorite tools and maybe some of the the changes and the new tech that’s happening with the AI tools yeah so we started our journey with make.com it does a lot when it comes to automating you know different agents and then integrating it with third party tools but nitn has so far been the best where you can integrate agents with the open AI models they have nodes for almost everything and now they have MCP nodes as well so you could integrate all the third party tools maybe everything that you might be using in your agency right now with agents and LLM models so that is something I would feel it’s going to give you an edge where it’s not just the agents that’s working for you but the agents are speaking with your tools getting the data summarizing it and then giving in the information that you need so tools like niten are kind of I would say you know rowing the market in a way where it’s just letting you do everything that you dreamt of from an agency perspective so something I’ve heard from some agency owners is like a hesitation to invest too much time because you know in by the time I finish my cool tool maybe the AI tools have now just launched a new version of their app that just does that thing for them have have you found that you’ve lost work or had to rework things as the technology is changing and moving so quickly i would say we have not lost the work ever but it has always improved so whatever we are using right now we know that it’s going to be better over the time so probably with the new model update or with the new product update within the tool we know that okay if the kind of accuracy was about 90 percentile it’s going to go to 95 or 60% with every new update that they are coming up with so it’s just going to save us more time but yes I agree to the point wherein you have to invest a lot of time to learn that tool to kind of see how that tool works but it’s all worth it or maybe hiring someone who knows that tool or maybe knows how to build those automations would be like a big plus because then you’re not investing that time but then you are getting everything that you can get and leveraging that tool for everything that you do in your agency business yeah I I feel like as an agency owner it’s easy to get so caught up in my own client work I forget to work on my business and so that’s a good good reminder for our folks this question is coming in from Jim McDonald where do you store and share your SOPs any platform recommendations and best practices CRM Integrations & Agency Use Cases yes so we store uh our SOPs on Koda right now that’s where we have it all centralized where every division have their own SOPs and now KOD has an API available which can directly integrate to OpenAI or claude so you can just create the agent by just plugging in the API of uh KOD so that is something that is used a lot uh but yeah in terms of recommendation I would highly recommend organizing it on a centralized platform like Koda so every division can have their own SOPs and then you can directly plug it in with any of the LLM models i know something that was great for me when first starting with E2M was we built the you have the N8N agent inside of Slack and yes Slack is a workflow that me as a business leader I’m already used to like slacking team members and stuff like that and it’s really cool because Kushbud built a a system where I can slack the N an agent and it tells me if a certain person is a client it tells me you know how many billable hours they have it tells me you know lots of key metrics about them and so when I’m out at an agency event I can literally meet an agency owner and yes I could probably go search for them in the CRM and all that kind of stuff but I just I slack my NAND agent and it tells me whether that person is a client or not uh which has been super useful and I can have a conversation with it i can say “Hey is there yes there anything else are they trending up are they trending down?” Right it doesn’t just give me a fixed response but it’s a very dynamic response which has been very very useful um we maybe have time for a couple more questions can we get a link to the quality test agent custom GPT uh that you mentioned uh so that is more proprietary uh that is for all the clients that we work with but I would love to help you create one for yourself so yeah you can hit me up on my LinkedIn and I’ll be more than happy to share the checklist that we have and help you create one for yourself yeah and and I what I found you you’ve mentioned this before Kushbu is that like while a lot of agencies have similar processes like we all need a quality assurance process sometimes your own unique agency processes are are are different right you don’t really want to copy and paste another agencies even though we go okay maybe there’s some concepts or a model that we can reuse don’t just want to copy and paste what somebody else is doing because you might care about some different things exactly so we created a lead generation agent for like all the clients we work for on the fractional AI side right everybody wanted to create lead genen agent but then everybody had so different processes when it comes to extracting the leads or reaching out to them or the kind of emails they wanted so that is the most common problem but it had 18 different solutions or we had 18 different automations for one common problem so it’s like there could be one common thing that you might be wanting but everybody would have different processes or different SOPs around it this question is from Nick Bird good to see you Nick uh what CRM do you use and does that hook into N8N and maybe you can comment further about common CRM that do hook into N8N as well uh so the CRM we use which is TR does not hook directly to N8N but what really uh I would say hooks seamlessly is air tableable uh air table is something which has the least cost when it comes to having the APIs so if you’re trying to build a CRM and wanting to hook it with Nit ends air tableable is something that I would highly recommend go high level also integrates really well uh but their cost is a bit on a higher side so you need to invest more in terms of API and the platform cost but even that plugs in really well uh with I would say any of the LLM models apart from that Zoho doesn’t go really well right now uh HubSpot we did try but it I don’t know the API costs are very high and then it just doesn’t work the way that we want but yeah I would definitely go for air table at any point in time very cool and a follow-up question here from Nick that was great I’d really like to see understand how to make this practical for bigger teams that are less techsavvy example an administrator automating an onboarding process across multiple pieces of software so maybe even thinking about how an agency might help their clients implement that maybe as a subtext there uh Kushbu yeah so if if you’re planning to integrate or maybe help your clients have these kind of automations so Avoiding Hallucinations: Agent Safeguards basically what we have to do is just understand their processes first like see how they work what kind of SOPs they have or what is the step-by-step approach and how do you want that expected outcome to be and then on based on that we create like a whole automation so based on the text stack or the substack that you use we’ll just see what kind of endpoints it has or what kind of APIs or O uh zero o basically and then based on that the whole automation is created it it really reminds me if if agencies are out there thinking about offering AI solutions to their clients it kind of reminds me of like early you know I mean basically website project framework right like there’s a there’s a project bu you know consultative discovery then there’s a kind of a blueprinting and scoping and then there’s a build and execution right and then there’s kind of this management and maintenance of whatever you build for your client uh kind of ongo so I I imagine if you’re somebody who’s out there that’s a website agency web development agency uh adding AI services might be an easy transition or at least somewhat somewhat I’ll call it a simple transition maybe it’s not easy because a lot of the stuff that you’ve gone over today Kushboo is complicated there’s definitely some nuance here uh I think we have one time for one last question this is from Anton Shepard what framework or protocols do you use to mitigate incorrect information or hallucinations especially for critical workflows right so we kind of make sure that we feed it right into the memory of the agent that hey this is something that you never should be doing so just like for an SOP agent I often ran into an issue where it you know gave answers from some different documents uh whereas that information was not asked at all so in that cases you just write it in the prompt so you use double aster trick uh just write important note never skip this step and just write all the things that you want it to kind of do every time so it’s usually like how you know when you are training a person you say that okay you make all the mistakes but you never make this mistake the same way when you’re prompting any of the agent you just write a note that hey never miss this step and just write it in a way where it’s the last of the prompt that you’re giving so whenever an AI is kind of going through all the I would say prompting steps usually when the hallucination happens it usually happens in the middle of the prompt that you have given so even if the hallucination is happening when it goes to the end of the prompt it knows what it doesn’t have to do and in that case the hallucination doesn’t happen on the important checkpoints that you might have mentioned so this trick has worked for me all the time uh and yeah I would and Closing Remarks & What’s Next I I can kind of bet on that this trick would work for you as well like having a special instructions or something uh where you just mentioned do not miss that uh do not miss this at any cost and just mention those points uh at the later of the prompt awesome i think I seen a post on uh Facebook the other day of somebody trying to build a GPT to tell Chad GPD to not use M dashes anymore and that it was uh it was it was actually quite difficult to get get AI to stop using M dashes so we’ll maybe we’ll try that one with that instruction being the very last one on there uh Kushbu thank you so much i did see multiple people ask for your link to the community as well as to your LinkedIn so uh please feel free to share that on chat before you exit out for the day just to make sure people have those to to follow up with um and just want to thank you again from the Cloudway stage here at Agency Advantage for sharing your amazing knowledge on AI uh audience let’s give Kushbu some more love here let’s get those emojis flying in chat let’s get those reactions flaring and uh Kushbu thank you so much all right thank you so much for having me it was great great sharing all these experiences with everybody very good awesome i’m seeing those links in chat very good all right next up we’ve got an amazing panel on the future of WordPress how AI is going to be shaping that some amazing panelists and uh one of our co-hosts here at Cloudways Moise is going to be jumping in and taking the stage to help run that panel so thank you for kicking off with us here at Agency Advantage 2025 we will be right back with more amazing content on AI to help you grow your agency and business very shortly