If you lead or work inside an agency, you feel the constant pace of AI innovation.
A new model, a new feature, a new promise to “change everything.” And while some of these tools are truly impressive, many agencies are struggling to answer one simple question:
How do we actually use AI in ways that improve the work we do for clients without sacrificing quality, trust, or context?
That’s where Google’s NotebookLM comes in.
Quietly, without any fanfare, NotebookLM is solving one of the biggest challenges facing agencies with generic AI: working with their information accurately, reliably, and quickly.
The real problem with most AI tools in agency work
Most generative AI tools are trained on large amounts of publicly available data. This is powerful, but it also creates headaches for agencies.
You may have experienced:
- Outputs that sound convincing but are not based on the customer’s reality
- Hallucinations that result from vague, unverified Internet knowledge
- Common reactions that require heavy rewriting to make them usable
For agencies, it’s not just annoying. This is risky.
The customer’s work depends on:
- brand guidelines
- Research and Strategy Document
- Transcripts, Briefs, Reports and Insider Knowledge
- Institutional knowledge that resides in teams
And most of the AI tools out there weren’t built to begin with.
What makes NotebookLM different (and why agencies should care)
Google’s NotebookLM flips the typical AI workflow on its top.
Instead of asking an AI to “figure it out” from the Internet, NotebookLM lets you upload your own sources, and then work exclusively from that content.
Thinking:
- customer document
- research report
- strategy deck
- interview transcript
- brand guidelines
- internal playbook
No random web data. no idea. No fillers.
Fast, intelligent synthesis of the information that really matters to you and your customers.
This is a big deal for agencies.
From “interesting tools” to immediate agency impact
in your session AI for Agencies SummitMike Kaput, Chief Content Officer of SmarterX and Marketing AI Institute, will demonstrate how NotebookLM can be used in real agency workflows today.
Not imaginary. Not theory. But practical guidance.
Seven concrete use cases showing how agencies can use NotebookLM:
- Accelerate research into industries, customers and markets
- Synthesize complex information into useful insights faster
- Support strategy development without losing context
- Create internal knowledge centers that teams can actually use
- Add new hires in days instead of weeks
- Create consistent, brand-aligned content in minutes
- Supercharge your content offering with video and audio overviews
If your agency has ever struggled with information overload or spent hours deciphering complex research or reports, this session will help.
why does it matter now
At SmarterX and the Marketing AI Institute, we spend a lot of time talking with agency leaders about where AI is really creating leverage.
One theme comes up again and again:
The agencies that win won’t be the ones using the flashiest tools. They will be the people using AI to think better, faster, and more consistently.
When agencies remove barriers to work around them, they free up time and energy for high-value work where they really make a difference.
What you’ll see in Mike’s session
Mike’s sessions are designed to be immediately actionable.
You will see:
- Live demo of NotebookLM in action
- Practical workflow agencies can replicate
- clear explanation of Why Every use case works
- Guidance on how to get started the same day
If you’ve been to Mike’s sessions before, you know that you’re left wondering, “That was interesting, but now what?” You’ll be surprised to find where NotebookLM fits into your agency’s work, and how to put it to use.
Join the conversation at the AI for Agencies Summit
Mike Kaput will present “7 Killer Agency Use Cases for Google’s NotebookLM” But AI for Agencies SummitA FREE, VIRTUAL EVENT It’s happening on February 12, 2026, for agency leaders and practitioners who are working on AI adoption with intention.
- 12 February
- free registration
- Virtual
Register for the AI for Agencies Summit
If you’re looking for practical ways to use AI that respect context, accuracy, and customer trust, this is a session you won’t want to miss.
Learn more from Mike Kaput
Listen to Paul and Mike and subscribe to the Artificial Intelligence Show podcast
Hear Mike discuss “Why You Shouldn’t Bet Against AI” with Alex Kantrowitz at MAICON 2025
About Mike Kaput
Mike Kaput is the Chief Content Officer at SmarterX and the Marketing AI Institute, where he helps some of the world’s top organizations understand and adopt AI responsibly.
He is the co-host of the hit podcast The Artificial Intelligence Show and co-author of Marketing Artificial Intelligence. Through his work, Mike focuses on translating rapidly growing AI developments into clear, actionable insights for leaders and practitioners.
About AI Summit for Agencies
AI for Agencies Summit It brings together agency leaders and practitioners to explore how AI is reshaping agency models, services and growth.
Want to hear from Mike and five other agency leaders? Register for free, virtually AI for Agencies Summit 2026Taking place on 12th February 2026.
