How We’re Building an AI-First Culture

Using Gamification to Encourage An AI-First Agency Culture

The M/Ai Games

This spring, we launched the M/AI Games. It was a month-long internal competition aimed at helping our agency embrace a more AI-first way of working. As AI continues to reshape marketing, it felt like the right moment to pause and take it seriously. Not just by using tools here and there, but by shifting how we think and work as a team.

We’ve been experimenting with AI for years. Back in 2020, we were already testing the beta version of ChatGPT. Each year since then, we’ve kept asking the same question: is this output better than what I could produce? In the beginning, the answer was no. But then in 2025, it finally changed. The output is now genuinely good. That shift mattered. It made us realise this wasn’t a side project anymore. It needed to be part of our core.

The goal was to make AI feel useful and approachable. We didn’t want it to be something that sat in a corner of the business or something only the tech team used. So we encouraged everyone to try it out, no matter what their role.

We invited people to explore where AI could support their day-to-day work. That meant everything from improving copy to automating reporting or experimenting with internal tools. It was about discovering what worked, what didn’t, and where there might be room to improve.

We didn’t make it mandatory. We made it a game. That felt important. As Lee said, “If it’s not fun, it won’t stick.” Giving it a name and a format helped reduce any pressure. People saw it as a chance to play, not a formal change in process. That helped a lot in building confidence. We called this the M/Ai Games, taking place across the month of May.

"If it’s not fun, it won’t stick."

Lee Fuller

How We Turned AI Use Into A Competition

We created four categories for people to submit tasks: Efficiency, Innovation, Cross-Department and Teaching. Each one focused on a different kind of benefit or learning. We kept track of submissions using our project software, Active Collab and shared highlights in a dedicated Slack channel.

People used a wide range of tools- from content generators to automation scripts and browser extensions. Some of the best entries came from those who had no technical background at all, which reinforced something we already suspected. AI isn’t just for the tech-savvy. It’s for anyone who’s curious.

Highlights and Outcomes

Engagement levels were strongest among the content, marketing and creative teams. But we saw a good spread across the business:

CONTENT: 100%
CREATIVE: 100%
PR: 100%
SALES: 100%
MARKETING: 100%
PAID: 83.3%
SEO: 40%
DEV: 37.5%

Overall participation came in at 69%, which we were really happy with. It also showed us where we still have room to embed AI further into technical and operational work.

AI Isn't Just For Technical Services

Some of the most effective submissions were also the most practical. Abby topped the leaderboard with a series of tasks that significantly reduced time spent on reporting. What used to take hours could now be done in minutes.

Others pushed the boundaries more. Aidan built a bulk alt text generator. George and Oliver created a Slack bot that automatically surface relevant news and content. We also saw smart ways of adapting tools, like using Grammarly to flag AI-heavy phrasing or training sessions designed to upskill entire teams.

Cross-team efforts stood out. PR working with dev. Content learning from SEO. These weren’t things we set up – they happened because people got curious and saw the potential.

"It’s like bolting a super brain onto your own brain."

AI doesn’t need to be dramatic to be useful. Some of the biggest wins came from the smallest changes. Saving half an hour here or there doesn’t feel big in the moment, but it adds up quickly.

The other thing we learned is that confidence plays a huge part. When tools first became public, people worried about using AI. It felt like cheating. Some were nervous it might replace their role. But that’s shifted. As Lee put it, “It’s like bolting a super brain onto your own brain.” Once people saw what was possible, the fear started to fade.

What's Next For AI At Flaunt

Working Smarter. Not Harder

This was never about a single event. The aim was to embed AI into how we work. We’ve already started adding what we learned into onboarding, training, and day-to-day operations. Tools created during the Games are now in regular use.

And this has only scratched the surface. We’re continuing to experiment. We’re watching how the tech evolves and how it might shape what we offer. One thing Lee said that stuck with me was that using AI well isn’t about replacing people. It’s about freeing them up. When you remove the repetitive stuff, people have more space to focus on what matters. That’s the real win.

The M/AI Games helped us make space for something new. Not just new tools, but a new way of thinking. It gave people permission to try things, to test what worked, and to see where AI could make things easier, better or faster.