Business
AI Is Infrastructure, Not the End Product, Says Morita
Morita explains how Agência Omamori uses AI to streamline processes and structure data without outsourcing critical decisions.
Seiji Morita analyzes the role of artificial intelligence in modern marketing agencies. The discussion details how technology helps structure data and workflows without replacing human judgment.
Seiji Morita, CEO of Agência Omamori, discussed the role of artificial intelligence in the operations and business models of modern agencies during a conversation with Bruno Gimenes on Marketing - The Podcast. The full episode also explores other core dimensions of digital marketing management.
In the video above, Morita and Bruno examine the market shift following the digital acceleration of the pandemic and the widespread adoption of generative tools, which reshaped workflows and raised technical standards for teams.
PUBLICIDADE (GAM) — 1250x250
From tool explosion to operational infrastructure
For Morita, the market has moved beyond the initial novelty of prompt engineering into a stage where high-performing agencies use AI as a foundational process layer. Instead of treating the technology as a standalone product, the agency acts as a management and productivity accelerator for its clients.
In Morita's view, the competitive advantage lies in connecting agency expertise with client data: "At the agency today, we handle all the ideation, understand the landscape, and brief everything we need inside an AI. But the final output relies on a person who is there to focus on the end result."
The human touch in creativity and critical decisions
While technology helps structure campaigns and compile source inputs, Morita emphasizes that creative execution and fine-tuning still rely on skilled professionals. Bruno notes that preliminary research, previously done through manual clipping, now happens in minutes, but still requires human reading and curation.
Morita stresses that technology serves to organize options rather than dictate business strategy: "It is not the tool that should make the tough calls. It will map out the paths, but you must make the decision yourself." For Morita, AI tracks data from start to finish, yet strategic responsibility firmly remains with the team.
PUBLICIDADE (GAM) — 1250x250
