Creative & Content

Why a shift from tool-led to outcome-led is essential for 2026

“Tech-powered, but human-first, that’s what makes it all happen”

For overworked marketing and creative teams light on resources and tight on time, the promise of AI and automation is clear.

“It’s understandable if teams see a tool that can shoulder some of the burden of endless revisioning, asset delivery and localisation across an ever-multiplying number of markets and platforms, they’re going to want it,” suggests Oksana Matchuk, Locaria’s Senior Director, Creative Adaptation.

For procurement, the cost-benefit analysis can seem like a no-brainer.

Indeed, a recent McKinsey study found that most organisations are using AI primarily for efficiency, with 80% deploying it for that purpose. Among so-called ‘AI high performers’, the figure rises to 84%.

The real difference, however, lies in how organisations redesign their workflows around AI. While only 20% of organisations have fundamentally restructured their processes to accommodate AI, 55% of high performers have done so.

The pattern is clear: You cannot simply buy a tool, plug it in and expect the efficiencies to roll in.

“Ultimately, to gain the most efficiencies, we need to change the systems,” advises Matchuk. “The system includes tools, but also people, behaviours and habits. Tools are used by people, so we need to build the system around the people.”

The intentional approach to AI

So, if ‘set it and forget it’ is not an option, what does the right approach to building a truly AI-powered organisation?

First, you really must understand what you want from an AI integration. Cost savings seem like a no-brainer, but is that really what you’re looking for?

The McKinsey study also discovered that, while only half of standard organisations were looking for growth and/or innovation from AI, 82% of high performers also sought growth, and 79% sought innovation.

“Procurement sets the scene,” Matchuk explains. “Together with your provider you need to define the exact KPIs. This comes after a discovery session where you examine the processes you want to change and the tools you want to use.

We work together to define the areas where we can bring the most efficiencies. Then, you can use this information to measure the impact of this integration.”

Critically, Matchuk also advises: “To truly have an impact, you need to change the whole system, not just bits of it.”

To understand just how much organisations underestimate the groundwork needed for AI, Matchuk gives the example of the straightforward project brief. Creative teams have got into the habit of relying on institutional shorthand.

“Clients love to work with agencies that understand them, where they don’t need to explain a lot. With my own team, sometimes I hardly need to explain anything. They just grasp the idea. Then we go on to create something great. This is not the case when you integrate AI.”

The simple fact of having to go back to the briefing drawing board, spelling everything out in a precise brief, including specific guidance and recommendations. Effectively creating a playbook for technology.

“The task for clients is to reorganise so that the process can be automated properly, right from the beginning of the creative idea.”

This may be at the heart of why so many businesses are still stuck in the pilot phase (32% experimenting, 30% piloting, McKinsey, 2025). Without intentionality and the commitment to explore how AI tools will impact the broader workflow, solutions will remain siloed and their effectiveness curtailed.

Partnering for success

Integrating AI and automation is still an area that is fraught with ‘unknown unknowns’. Many businesses lack the internal expertise when it comes to the level of change management needed to integrate AI successfully.

“The main goal for clients is to find the right partners in this field, to help them define what the right tools are and who can help them integrate in the most efficient way,” Matchuk insists.

What they should be looking for, Matchuk adds, is a partner with both human and tech expertise. “To advise smartly on tech, you need to analyse what’s happening within the company, within its processes and understand it to the fullest.

Our AI and automation team works closely with our creative adaptation team because they need to understand the ‘old school’ processes too,” Matchuk reveals.

What this looks like in practice is a partner who can come into your business, identify gaps in your flows and advise or even help build AI tools to address them. But more than just the tools, these partners should also be considering the impact on teams.

The McKinsey study found that, overall, 32% expected a decrease in worker numbers, while 13% expected increases.

That means most don’t expect their numbers to change at all, but there is no doubt that roles and processes will change.

“We still need the best talent but we also need to know how to choose the best tech and how to implement it. How to change the system so it adheres to the tools and change processes so the tools are efficient,” Matchuk asks – and can your chosen partner help manage this process?

In Locaria’s case, this looks like a process of constant iteration and improvement.

“Our internal AI and automation for Efficiency and Effectiveness department can help us identify those gaps and help build tools that specifically meet their needs. We also review a lot of new tools and we’re constantly testing.”

In some cases, this can mean that the partner, not the client, takes over the running of the AI system: “Once we have a brief, we onboard the system, it’s our burden and our team that learns to use it.”

While the client retains their ‘human-in-the-loop’, there are significant efficiencies in reduction of number of steps in a process, or the number of hands on a project.

Procurement as system architect

Reliance on specialised expertise that is focused on the holistic process and not just the tech is clearly necessary in the fast-moving AI and automation ecosystem. However, at the helm of this juggernaut is always marketing procurement and the creative and marketing teams behind it.

By looking beyond cost efficiencies to the wider picture, procurement gains a much truer picture of both the tool’s capabilities and its wider potential for the business.

Working with expert partners who understand workflow implications and system design that is outcome rather than tool-led has the potential to transform integrations from a money saving mechanism to a future-resilient growth engine.

“Tech-powered, but human-first, that’s what makes it all happen,” Matchuk concludes.

Oksana Matchuk, is Locaria’s Senior Director, Creative Adaptation.