How one founder believes AI will change agencies for the better — if they use it wisely

Founded in 2021, Refokus is a digital branding and web agency that leverages emerging technologies to streamline production and emphasize strategic thinking and creativity. The agency utilizes AI tools like ChatGPT and Midjourney to optimize repetitive tasks, enhance design processes, and assist in client onboarding, significantly reducing the time needed for tasks such as creating moodboards and analyzing websites. However, Refokus stresses the importance of using the time saved by AI for more valuable pursuits, such as creative brainstorming and strategic planning, to avoid the homogenization that might result from over-reliance on automated tools. The agency believes that by reinvesting AI-saved hours into human-driven creativity and problem-solving, they can produce distinctive brand experiences that stand out in the market, echoing past technological shifts like the rise of no-code tools and visual development platforms.