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WebFX: Powering collaboration, innovation, and idea generation with Duet AI in Google Workspace

January 10, 2024
Catelin Carey

Senior Vice President, WebFX

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Editorial note: Duet AI for Google Workspace is now Gemini for Google Workspace. Learn more.

WebFX was founded in a college dorm room by William Craig, an ambitious student with a belief that working together will take you far. This collaborative spirit has helped our company thrive for 27 years and has supported our team’s steady growth from 50 to over 500 people in the last decade.

Our clients rely on us to deliver tech-enabled SEO, paid search and social advertising, and ecommerce solutions that help them succeed. But, to better serve our clients, we first have to equip our team with the right tools to do their best work. To empower our people to connect, build, grow, and deliver the results our clients expect, we rely on the suite of collaboration tools in Google Workspace.

We started using Workspace over 10 years ago, and the platform continues to power all the work we do, both internally and externally. It’s like a mini assistant that handles menial tasks so our team can focus on creative and strategic pursuits. It’s automated, integrated, and so embedded into our processes that we are quick to use new features as they become available. Here’s how we’re using Google Workspace to empower our employees to do more in the new era of work and how we’re adopting Duet AI in Google Workspace to supercharge our productivity.

Embracing the power of automation to accelerate productivity

As early adopters of Google Workspace, we use Google Docs, Sheets, and Slides for everything from internal project planning to delivering client work, providing a single source of truth that eliminates the need for version control. With Google Drive, we can easily organize folders and manage access across all of our clients in one easy-to-navigate place. Google Meet provides a means for face-to-face interaction with integrations across Gmail and Google Calendar, making it simple to schedule meetings with colleagues and clients.

We were also exploring the efficiencies that AI creates, such as supporting idea generation and helping us quickly build outlines. So when we were invited to join the Google Workspace Labs program for Duet AI in Google Workspace, we jumped at the chance to test Google’s new generative AI capabilities, and discover how this tool could support our team and our customers.

Duet AI in Google Workspace plugs into our existing Google Workspace framework, giving us access to enriched features that build on our collaborative approach to work. We were sold by its ability to support our team through time-saving features, from content brainstorming in Docs and Gmail to creative support in Slides or project planning in Sheets. We were thrilled by the fact that it offers all these capabilities integrated in the tools we’re already using. It’s already powering the work we do and how we do it, and consistently opening new doors for what we can achieve together.

Duet AI creates scalable opportunities for shared success

After testing Duet AI in Google Workspace with a smaller group, we formally invested in the tool and rolled it out across our organization. Every employee has access to it, with each team finding its own unique ways to use it to support daily functions.

Our client-facing teams use the “Help me write” feature in Docs to generate ideas and develop outlines. The “Shorten” feature within Docs, for example, helps with our everyday client-facing messaging. Our clients are busy and we aim for their interactions with us to be the easiest part of their day, which starts with clear and concise communication. Another example has to do with that feeling that content is easier to edit than to create from scratch. When we’re stuck on an email or on how to best phrase a particular message, using Help me write to brainstorm and have the tool iterate our content has been a helpful starting point. Duet AI in Google Workspace helps us save time by accelerating project planning, email writing, and so much more. Having a tool that can transform our loosely-written ideas into content that is presentable both internally and to customers is a super power added to our organization. It preserves our precious time to focus on other things that are going to have a bigger impact, such as coming up with ideas in the first place.

What we’ve learned is that generative AI is only as effective as the people using it. It’s a vehicle that helps us create better work on a tighter timeline, but we still have to drive it ourselves. By giving our employees access to this innovative technology, they’re able to level up the work they already do and discover new ways of working that we never would’ve imagined.

By nature, digital marketing is an evolving industry. The way we helped our clients succeed 10 years ago looked very different from what we do today. But it’s not our years of experience that make us a strong agency. It’s our willingness to learn and evolve the way we work to do better for our clients, today and in the future.

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