In 2023, artificial intelligence was experiencing unprecedented growth and development, affecting both client relations and company positioning in the digital marketing industry. The founders of Click & Mortar, a Montréal-based digital marketing agency, navigated this new context cautiously, seeking to adopt AI while preserving human input. At the heart of their approach lay a balance between core values such as integrity, transparency, and human-centred solutions and the drive for efficiency and optimization. They considered client needs, employee performance, and larger sustainability issues.

• Understand: Discuss the role of AI tools in digital marketing contexts, providing examples of and insights into how AI shapes strategic marketing and company positioning.
• Apply: Apply the Business Model Canvas and examine relevant literature on environmental impacts and innovation adoption to tackle the case’s business challenges.
• Analyze: Use a SWOT analysis to assess the benefits and challenges of employing AI tools.
• Evaluate: Synthesize case information to address sustainability issues in AI usage, alongside ethical and privacy concerns.
• Evaluate: Discuss the obstacles to implementing AI internally to enhance profitability and employee performance. Additionally, discuss strategies for effectively communicating AI-related service offerings to clients.
• Evaluate: Discuss how to communicate the value of AI and the importance of human intervention to both clients and employees.