AI in Digital CRM: Responsible Innovation at ActionRocket

At ActionRocket, we’re all about pushing the boundaries to help brands excel, and AI is becoming part of that. But we’re not just jumping on the bandwagon. We believe that great digital CRM comes from blending innovation with integrity, so we’re focused on using AI responsibly. In this blog, we’ll explore the history of AI, how we’re using it today, and our vision for the future. We’ll also dive into the implications for ethics and sustainability, and why we believe AI is here to enhance - not replace - the human touch.

From Turing to chatbots: a brief history of AI

The history of AI begins with one simple question: “Can machines think?“. That’s what Alan Turing, the father of modern computing, asked himself back in 1950. As computing power and data advanced, Turing’s work led not only to the “prove you’re not a robot” CAPTCHA tests we all love to hate but also some pretty cool real-world applications. Think algorithms that can beat chess world champions and cars that can drive themselves. These days, when you picture AI, you’ll probably imagine chatbots finishing your sentences or crafting summaries. And that’s not far off the kind of tools we use at ActionRocket to push the boundaries of what AI can do for digital CRM.

We’ve embraced AI, but not how you might expect…

We’re not just handing the reins over to the robots. Our Agency Director Lexi Clarke puts it like this: “For us, AI isn’t about replacing people — it’s about working smarter and thinking bigger, while still keeping our boutique agency feel and creative spark.” And we’ve proved this. We recently had a democratic vote about how we want to use AI, and the ‘centaur approach’ option, which involves combining the best of Human and AI, won with an overwhelming majority.

We’re constantly constructing our AI stack

Currently, tools like Fireflies.ai and ChatGPT help streamline our workflows and boost our imagination, from transcribing client calls to quantifying data. Our new AI committee also researches and identifies software that we can trial to launch, keeping our stack at the cutting edge. By letting AI handle time-consuming tasks, we free up our team to focus on what we do best — crafting innovative, high-quality work that resonates with every audience.

Where will we go with AI next?

The ActionRocket team recently got together to discuss our hopes for AI in the future. Our answers included things like “that it will reduce mundane tasks”, “that it will make me more efficient”, and “that we can be the guiding voice to our clients”. AI may be developing at breakneck speed, but we’re setting the standard for responsible innovation in digital CRM. We constantly review our tools and processes to ensure they’re as effective as possible while also being diverse, representative, and transparent. And we’re upfront with our clients about how AI fits into our work — so they always know how their data is being handled, stored, and used.

With great technology comes great responsibility

While AI offers incredible advantages, it also poses risks like misinformation, bias, and privacy concerns. To address these, we’ve established strict guidelines to ensure accuracy, fairness, and integrity in our AI-generated content. We proactively assess our AI tools to avoid issues like deepfakes, discrimination and copyright infringement, while ensuring compliance with data protection laws like GDPR. Our goal is to leverage AI responsibly, enhancing brands without compromising trust or security.

How do we keep AI innovation green?

We know AI can help us work better, but it comes with a cost — literally. Every AI query uses energy, and while it might seem small at first, it adds up. Our sustainability committee has crunched the numbers, and just one conversation with ChatGPT generates as much CO2 as producing a plastic water bottle! That’s why we’re considering the carbon footprint of our AI usage and looking for ways to offset the impact in line with B Corp recommendations. It’s all about balancing AI’s efficiency with our responsibility to the planet — ensuring we do the right thing for our clients and the world.

Partner with ActionRocket for smart, ethical AI solutions

At ActionRocket, we believe AI is a tool for inspiring humans and helping us be more efficient — not replacing us. We’re leading the way in using AI responsibly while keeping our work sustainable, ethical and creative. Whether you’re interested in making your marketing more efficient or tapping into the latest AI trends, we’re here to help you get ahead in a way that aligns with your brand’s values.

Reach out to us here, and let’s discuss how AI can enhance your business while keeping things smart, sustainable, and ethical.