Artificial intelligence is playing an increasingly important role in the tools we use every day. At Acxcom, the way we work is evolving as well.<\/p>\n
We now use AI for writing, translation, programming, Web integration, image processing, research and quality control. We prefer to be transparent about it.<\/p>\n
It may seem like a simple equation: artificial intelligence in a Web agency makes it possible to work faster and therefore spend less time on projects. In reality, it is much more nuanced.<\/p>\n
In some areas, the time savings are real. In others, AI allows us to go further and add a level of refinement or quality control that would previously have required considerably more time.<\/p>\n
In design<\/strong><\/a>, for example, AI can quickly generate concepts, but the result often remains generic. We continue to favour real professional photography and illustrations for which the appropriate rights have been acquired. AI plays a greater role in image processing, adaptations and certain refinements.<\/p>\n In Web integration<\/strong><\/a>, it can suggest improvements, generate custom CSS or facilitate reviews. This does not necessarily reduce the amount of work involved. In some cases, the opposite is true: working with page builders requires going through the browser, where AI does not outperform a human in terms of speed.<\/p>\n For content writing<\/strong><\/a> and translation<\/strong>, the productivity gains are much more obvious. A first draft, rewrite or translation can be produced quickly, but the review, context, tone and validation remain human.<\/p>\n The same applies to marketing<\/strong><\/a>. AI can challenge an idea, suggest different approaches, structure a line of thinking or accelerate certain types of research. But we do not hand over the strategy to AI. Decisions must always take into account the market, budget, objectives, the client\u2019s history and the realities of their business.<\/p>\n This is probably one of the most interesting changes.<\/p>\n If we spend less time writing or formatting a strategy, that time can be used to conduct more in-depth keyword research, analyze more competitors, test another hypothesis or take a recommendation further.<\/p>\n In a Web project, accelerating a technical step can make it possible to invest more time in responsive design, testing, user experience or certain finishing details.<\/p>\n Artificial intelligence in a Web agency is therefore not simply about doing the same thing faster. It often makes it possible to deliver a higher-quality product within the same time and budget constraints.<\/p>\n It is probably in programming<\/a> that the current evolution is most dramatic.<\/p>\n Tools such as Claude Code can now write code at an impressive speed. AI is therefore particularly effective when adding or modifying more complex features.<\/p>\n Claude Code can also analyze existing code, perform tests, review its own work and suggest improvements.<\/p>\n For a programmer, this represents a major change. However, custom development is not simply about producing code that works. It requires understanding the environment in which it will be integrated, anticipating compatibility issues, and considering security, performance and the future evolution of the solution.<\/p>\n This is also why we do not believe that the arrival of these tools makes expertise less important. Quite the opposite.<\/p>\n Over the past few months, more and more people have been using AI to work with code, connect APIs or quickly build tools that may appear highly advanced.<\/p>\n The barrier to entry has dropped considerably. But access to a powerful tool does not automatically provide the years of experience needed to anticipate what could go wrong six months later.<\/p>\n A solution may work today while creating a security, performance or compatibility issue during a future update.<\/p>\n An SEO<\/a> recommendation may seem logical in isolation but negatively affect the user experience.<\/p>\n An automation may solve one specific problem while creating another elsewhere.<\/p>\n This is where the broader perspective becomes particularly important.<\/p>\n For an agency with more than 15 years of experience in programming, Web development and digital marketing, AI does not create expertise that did not already exist. It amplifies the expertise that was already there.<\/p>\n It allows an experienced programmer to go further.<\/p>\n A strategist to explore more possibilities.<\/p>\n A Web integrator to refine certain details.<\/p>\n A writer to spend less time on the first draft and more time on substance.<\/p>\n The quality of the final result still depends greatly on the person who knows what to ask, what to verify, what to keep and what to reject.<\/p>\n Yes. But that is only part of the story.<\/p>\n Some of the time saved is spent learning and mastering these new tools. Another portion is spent testing, validating and correcting what they produce.<\/p>\n Most importantly, some of that time is reinvested directly into client projects.<\/p>\n Our goal is not simply to produce the same thing faster.<\/p>\n It is to use AI to take further work that was already grounded in experience, expertise and a comprehensive view of each project.<\/p>\n The tools are changing quickly. So is our profession. But knowing what to do with these tools is probably still more important than simply having access to them.<\/p>\n AI does more than improve our current ways of working. Over the past few months, it has also allowed us to develop new areas of expertise and expand the solutions we can offer businesses: the integration of intelligent chatbots<\/a>, automations and custom AI features<\/a>, optimization for AI-powered search engines, and new integrations tailored to the specific needs of each organization.<\/p>\n And this is probably only the beginning. As these technologies evolve, our role will also be to help businesses identify the use cases that deliver real value, integrate them properly and incorporate them into a broader strategy rather than simply chasing the latest tools.<\/p>\n \u201cInnovating today, shaping the Web of tomorrow\u201d has always been more than a slogan for Acxcom<\/strong>: it is a way of working. The arrival of AI fits naturally into that continuity, allowing us to explore new possibilities, evolve our services and offer businesses solutions that are increasingly tailored to their needs.<\/p>\n","protected":false},"excerpt":{"rendered":" Artificial intelligence is playing an increasingly important role in the tools we use every day. At Acxcom, the way we work is evolving as well. We now use AI for writing, translation, programming, Web integration, image processing, research and quality control. We prefer to be transparent about it. It may seem like a simple equation: […]<\/p>\n","protected":false},"author":2,"featured_media":11280,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[7],"tags":[],"technique":[],"class_list":["post-11281","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/acxcom.com\/en\/wp-json\/wp\/v2\/posts\/11281","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/acxcom.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/acxcom.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/acxcom.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/acxcom.com\/en\/wp-json\/wp\/v2\/comments?post=11281"}],"version-history":[{"count":1,"href":"https:\/\/acxcom.com\/en\/wp-json\/wp\/v2\/posts\/11281\/revisions"}],"predecessor-version":[{"id":11282,"href":"https:\/\/acxcom.com\/en\/wp-json\/wp\/v2\/posts\/11281\/revisions\/11282"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/acxcom.com\/en\/wp-json\/wp\/v2\/media\/11280"}],"wp:attachment":[{"href":"https:\/\/acxcom.com\/en\/wp-json\/wp\/v2\/media?parent=11281"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/acxcom.com\/en\/wp-json\/wp\/v2\/categories?post=11281"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/acxcom.com\/en\/wp-json\/wp\/v2\/tags?post=11281"},{"taxonomy":"technique","embeddable":true,"href":"https:\/\/acxcom.com\/en\/wp-json\/wp\/v2\/technique?post=11281"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Time saved can be reinvested in the project<\/h2>\n
Programming: where the change is most significant<\/h2>\n
The same tools, but not necessarily the same results<\/h2>\n
So, does AI save us time?<\/h2>\n
Looking ahead<\/h3>\n