Tuning Into the Signal: How Public Label is Leading the AI Revolution

By, Summer DuBois-Lenderman , Director of Agency Innovation

Why Should You Care About Another AI Article??

AI has become a buzzword triggering ideas that often aren’t rooted in reality—that’s the noise. But the question remains: why should you care about another AI article? Because this one isn’t about theory; it’s about tangible, real-world applications. From creative testing to persona crafting and project management, our AI experimentation at Public Label has driven results that save time and enhance insights across the board.?

Cutting Through the Noise?

The biggest hurdle to AI adoption in any business is leadership getting caught up in the noise and missing the signal. At Public Label, we’ve tuned in to the signal, leading to significant gains in capabilities and efficiency across the agency.?

Public Label is AI Emergent?

People who haven’t truly experimented with these tools often get stuck in fear and misunderstanding. But if you can cut through that noise and think critically and strategically, it becomes clear that the only thing to fear is waiting for the marketing world to outsmart you. Thankfully, at Public Label, we’ve navigated these early days like pioneers—by embracing experimentation, fostering a culture of learning, and staying laser-focused on AI's strategic opportunities. We’ve chosen to lean into the unknown with confidence, guided by a clear vision and a commitment to pushing the boundaries of what’s possible.?

Building the Foundation – The AI Council and Roadmap?

As any Gen AI fan girl knows, the first step is crucial: build an AI Council. Our council is made up of people from all corners of the agency, from those running the business to those working directly with clients. Understanding what AI can do is best learned from the seat of the person actually doing the work.?

In the beginning, we focused on personal use cases—low-stakes opportunities to play with the tools without risking proprietary data or client information. We had folks using AI as a college counselor, trip planner, and even a tutor. These simple, everyday experiments opened our eyes to what’s possible. That’s when we really got to work.?

Once everyone was engaged, we built our AI roadmap. Like any major initiative, a roadmap aligns stakeholders and keeps us on track. No two roadmaps will look the same; ours is tailored to our strategic goals, ensuring AI integration is both purposeful and impactful. We started this back in February 2024, and since then, we’ve been defining specific use cases, exploring the right tools, and testing them against our KPIs. The endgame? Full-scale adoption for the cases that meet our goals.?

Key Takeaway:? If you’re looking to adopt AI, first establish governance to guide your strategic and ethical use of these tools.?

Leadership, Safety, and Responsible AI Use?

Leadership support is essential for any AI initiative, and our AI Council, including our legal counsel, ensures we prioritize security and compliance. We operate within a closed system to protect client information and only deliver AI-generated creative if it’s something the client specifically requests or agrees is the best solution. Any use of AI-generated assets is always a transparent, collaborative decision—never a surprise or a bait and switch.?

Internally, AI helps us align on creative direction before bringing in designers, saving time and resources. This is where AI’s efficiencies shine—we no longer need to guess what someone is imagining; we can see it through their prompts.?

As a Boulder, Colorado resident and a semi-yogi, I find the mandala to be a fitting analogy for how we approach AI responsibly and ethically.?

Mandala Analogy:? Like a mandala, creativity flourishes within ethical boundaries.?

We conduct two types of testing: synthetic data for unlicensed tools and customized platforms for internal data. Thanks to our legal team’s due diligence, we can safely experiment with our 16 years of marketing history.?

With leadership’s backing, we’ve developed a multi-week education series tailored to our team. We want everyone at Public Label to feel confident using these tools in a way that aligns with their skills and interests. We continue refining our prompting skills, knowing that while some are naturally better at it, AI is quickly adapting to assist.?

Key Takeaway:? Balancing innovation with safety creates a structured environment where creativity can thrive.?

The Next-Gen Marketer – Redefining What's Possible?

In this age of rapid innovation, it’s vital to lean into the unknown. The term “next-gen marketer” isn’t about age or being a startup guru; it’s about mindset. These tools level the playing field, offering opportunities to anyone willing to explore them. Personally, leaning in has paid off, and I’m excited about what’s ahead. As a woman, I wonder if there’s a connection between our communication skills and the language-based nature of AI. I’ve found success with these tools because I’m an effective communicator, and I think that’s a big part of why I’ve grown confident in experimenting with them.?

The world changes, and we have a choice about whether we want to evolve with it or eventually become obsolete. I encourage everyone—at work and in my personal life—to see what AI can do for them. I can show them how I figured it out for myself, but to realize AI’s full potential, you’ve got to get off the bench and onto the court.?

Breaking Boundaries:? AI allows marketers to explore possibilities that were previously unimaginable.?

For example, we’re using AI to test which visual attributes resonate with shoppers, enhancing our already strong e-commerce capabilities. In creative operations, AI is helping us streamline project management, making us more efficient in resourcing and task management.?

Key Takeaway:? AI tools can unlock new possibilities, streamline processes, and give you a competitive edge.?

The Results and Next Steps?

Public Label has supercharged its Commerce Marketing capabilities by being an early adopter of AI, thanks to leadership’s ability to hear the signal amidst the noise. Leadership has empowered team members like me to dive deep into AI tools, giving us a head start in the race to AI mastery. As we look ahead, we remain committed to staying at the forefront of AI-driven marketing.?

Call to Action:? Marketers should embrace AI now to realize its potential for growth.

If you’re considering how to integrate generative AI into your work, I’m here to help. Feel free to reach out to me directly—I’d be happy to skip the formalities and have a conversation.?