Rather than opening a blank prompt and asking AI to decide what a campaign should look like, Air’s agent works with the creative material a team already has. “Because all of your media already lives on Air, we’re able to maintain a deep context layer that learns your brand,” Shane explains. In practice, users can ask it to organise thousands of assets, find specific media and act on it, or produce the different formats a campaign needs. Ben, Air’s client from agency PM1, used it to set up pillar boards and search for the assets to fill them. “I can’t tell you how much more content we’re able to actually make,” he says. “I love it. It’s crazy.”
For Shane, there is a fairly clear line between what should and shouldn’t be automated. “It’s the zero-to-one spark: deciding what a campaign stands for, why an idea matters, which shot feels authentic, when a piece is finished,” he says. “That work is irrevocably human.” Everything after that creative call is where Air comes in. “Re-formatting an approved asset into eight ratios, pulling a clip from an archive, or bulk-renaming deliverables, that’s logistics, and no creative ever got into the field to do logistics 24/7.”