Ep 133 – Kirstin Russ, Practical Edge AI – AI Adoption for Agencies: From Internal Automation to Sellable Services

Featuring: Kirstin Russ, Practical Edge AI

In episode 133, I dive into the real-world path of AI adoption for agencies with guest Kirstin Russ, founder of Principal Edge AI and Mountains to Sea Media. We unpack the four “zones” of adoption (from denial to productized services), why most AI projects fail without structure and change management, and how to turn internal automations into billable client solutions. We also hit on junior-talent pipelines in an AI world, the risk of “robot-trained-by-robots” content, pricing when you’re still learning, and the discovery discipline required to make automations actually stick.

Key Bytes • The winning agencies move from “dabbling in automations” to selling AI-powered solutions that solve specific client problems. • 95% of AI projects fail because of missing structure, messy data, and zero change management — fix those first. • AI should elevate people to higher-value work; train juniors to work with AI, not to be replaced by it. • Don’t chase every shiny tool; build repeatable agent patterns and a stable stack you trust. • Discovery is everything: a “15-step” flow usually hides 30 more steps — price and scope accordingly. • Monetization starts with ops pain: map ugly manual workflows, then automate the “swivel-chair” steps. • Thought leadership beats generic AI copy: capture founder audio, codify brand voice + ICPs, then assist with AI. • Profit vs. quality is a real tension — set guardrails so efficiency never erodes outcomes.

Chapters 00:00 Intro & Kirstin’s two businesses 00:57 Why an outsource-first agency model 03:07 Year of deep AI study and first tools “in the wild” 04:43 The four zones of agency AI adoption 06:14 From “getting ahead” to “survive”: disruption hits marketing 09:01 Why AI projects fail: structure, data, and change management 11:00 Practical internal automations (transcripts → CRM, follow-ups, etc.) 12:58 Junior talent in an AI era & the content quality dilemma 15:18 Building an AI content assist system (voice, ICP, research) 18:48 Tool sprawl vs. foundations; avoiding shiny-object traps 20:40 Can clients DIY? Positioning & selling AI services 21:08 Case studies: Square inventory workflow & quote tool 24:38 Pricing while you’re learning; managing expectations 27:18 Aha moments: you can’t do it all; systemize & delegate 29:14 Theme songs, imposter syndrome, and wrap up

Kirstin Russ is a seasoned business strategist with 30 years of cross-industry experience who brings a unique dual approach to business growth. As the founder of Practical Edge AI, she helps businesses leverage artificial intelligence to automate growth, reduce manual workload, and improve profitability—often delivering measurable results within the first week.

Simultaneously, as the driving force behind Mountains to Sea Media, a Western North Carolina-based digital marketing agency, Kirstin helps businesses amplify their online presence through strategic internet marketing, data analytics, and performance-focused web design.

Kirstin's superpower lies in her holistic approach to business analysis, understanding how systems interconnect and where AI can enhance traditional & digital marketing strategies. By combining cutting-edge AI solutions with proven digital marketing expertise, she creates integrated growth pathways that optimize both operations and customer acquisition.

With an approachable style and commitment to practical results, Kirstin transforms business challenges into opportunities. Her guiding question remains: "If you could wave a magic wand and change anything about your business, what would it be?"

Contact Kirstin on the Practical Edge AI website or LinkedIn, Mountains to Sea Media website or LinkedIn.

 

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