Every week, another AI tool promises to transform marketing. It might write better content, analyze campaigns, produce videos, or automate reporting.
Some of these tools are genuinely useful. But there’s a question I think marketing leaders should be asking more often: Are we building better processes, or are we simply collecting more software?
A recent development in AI agents offers an interesting perspective.
On October 22, 2026, Anthropic announced that it was donating its Agent Skills standard to the Agentic AI Foundation. Agent Skills provide a structured way to give AI systems specialized instructions, reference materials, and procedures for completing particular tasks.
The larger idea is straightforward. Instead of explaining the same process to an AI assistant every time, organizations can document the process and make it reusable.
What reusable AI workflows could mean for marketing teams
For marketing teams, that opens up some practical possibilities.
Consider a monthly SEO audit. The process might involve checking technical issues, reviewing rankings, identifying content gaps, comparing competitors, and producing prioritized recommendations.
A properly designed AI workflow could help collect information, organize findings, draft explanations, and prepare a report for review.
Or consider paid advertising. An AI-assisted workflow could review campaign metrics, flag unusual changes, and prepare recommendations without automatically adjusting a client’s budget.
The distinction is important. Automation should reduce repetitive work without eliminating accountability.
Document the process before automating it
There’s also an operational benefit. When processes are documented clearly, teams become less dependent on individual employees remembering every step. Workflows become easier to review, improve, and potentially reuse across different AI platforms.
That doesn’t mean every workflow will operate identically across every system, or that a documented skill guarantees accurate output. Data access, permissions, testing, and human oversight still matter.
My view is that the real opportunity for agencies isn’t to become experts in every new AI product. It’s to become better at identifying the repeatable work inside their businesses and deciding which parts can be handled reliably by AI.
The best AI implementation might not be the one with the most impressive demonstration.
It might be the one that quietly gives your team several hours back each week, while improving consistency and keeping experienced marketers in control.
What is one repetitive marketing task your team performs every week that could benefit from a documented AI workflow?
Michael Fleischner is a marketing strategist, entrepreneur, author, and TEDx speaker with more than 20 years of experience helping businesses grow. As Founder and CEO of Big Fin SEO, he advises small and midsize businesses on marketing strategy, SEO, paid advertising, customer acquisition, and Generative Engine Optimization (GEO).
Michael works directly with business owners and leadership teams through half-day marketing strategy intensives, full-day workshops, and ongoing strategic advisory engagements, including fractional CMO support.
He is the author of SEO Made Simple and The 7 Figure Freelancer, and has served in national leadership roles with the American Marketing Association.
Learn more about Michael at https://michaelfleischnermedia.com or explore his marketing strategy services at https://bigfinseo.com/marketing-strategy/.
Corine Rigby
Laura Ayres
Michael Fleischner