A lot of agencies are adding AI into old workflows. Very few are rebuilding how they operate from the ground up.
In this episode of Not Just Ads, Raúl Hernández breaks down what it actually means to build an AI-native agency, why efficiency is only the starting point, and how agencies can create more value instead of just producing more output.
From AI agents and GTM systems to offer design, operations, and content strategy, Raúl shares how service businesses can rethink growth in a market changing faster than most teams can adapt.
You will learn why AI should improve outcomes instead of increasing noise, how agencies can move from enhancement to autonomy, why operational thinking matters more than tools, how AI agents can reshape lead generation and go-to-market execution, and why strong thinking still matters in the age of AI-generated content.
Do Good Work is a consultancy helping agencies, consultants, and service businesses improve growth, operations, positioning, and AI implementation.
Chapters
- 00:01 — Introduction to Raúl Hernández and Do Good Work
- 01:08 — How Raúl got started in agencies and consulting
- 03:19 — Why old agency models are starting to break
- 03:58 — What building an AI-native company actually means
- 05:31 — The business model shifts AI is creating
- 06:20 — The four stages of AI adoption in companies
- 08:14 — Why efficiency is only the beginning
- 09:26 — The biggest challenge with AI adoption inside teams
- 11:38 — Why AI can create net new value for agencies
- 13:25 — AI agents, lead generation, and GTM execution
- 16:08 — When companies should invest in AI tooling
- 18:54 — Why most teams underestimate the learning curve
- 20:13 — Security risks and AI-generated code
- 20:55 — The difference between human thinking and AI execution
- 22:17 — How Raúl built AI systems around his own methodology
- 24:41 — Reducing 20-hour workflows into a few hours
- 27:06 — Building AI agents with Claude and operational systems
- 29:11 — Where agencies should start with AI implementation
- 31:01 — Why original thinking still matters in content creation
- 33:47 — Community, trust, and human connection in the AI era
- 35:05 — Where to follow Raúl Hernández and Do Good Work