In my last article, I drew a hard line between the “AI-Assisted” agency (a commodity) and the “AI-First” agency (the future). The assisted agency’s tech stack is simple: a subscription to a frontier AI model. But as I argued in my main guide, The AI-First Agency, this isn’t a defensible business model.
An AI-first agency tech stack is not about tools; it is about systems. It is an interconnected web of platforms that allows you to build, deploy, and manage automated agents that do the work for you. Your stack is your new factory floor. It has three primary layers: the “Tools,” the “Glue,” and the “Brains.”
Layer 1: The “Tools” (The Commodity Layer)
This is the base layer that everyone has access to. It includes your subscriptions to the best-in-class Large Language Models (LLMs) and creative platforms. This is not your competitive advantage. It is just the cost of entry. This layer includes:
- Text & Strategy Models: ChatGPT, Claude, Gemini, Perplexity.
- Image Models: Midjourney, DALL-E.
- Video & Audio Models: Pika, ElevenLabs.
An “AI-assisted” agency stops here. An “AI-first” agency begins here.
Layer 2: The “Glue” (The Automation Layer)
The “glue” is what connects your tools to each other and to the outside world. These are the AI automation platforms for agencies, and the two biggest players are Zapier and Make. Choosing between them is a critical strategic decision.
- For “AI-Assisted” Agencies: Zapier is the traditional choice. It has the most app integrations (over 7,000) and is incredibly easy to use for simple, linear tasks (“When this happens, do that”).
- For “AI-First” Agencies: Make (formerly Integromat) is, in my opinion, the superior choice for building complex systems. Its visual, drag-and-drop interface was built for complex, multi-branching workflows. It allows you to build “Routers” that send data in different directions, handle errors, and manage complex logic—all of which are essential for AI workflows. It is also generally more cost-effective at the high volumes an AI agency will require.
The Verdict: While Zapier is catching up, I find Make’s visual, complex-workflow design to be a more natural fit for the “systems builder” mindset of an AI-first agency.
Layer 3: The “Brains” (The Agent Layer)
This is the true AI-first agency tech stack. This is where you move from simple automation (“If A, then B”) to autonomous agents (“Your goal is A, figure out how to get to B”). These best AI agent platforms are the real magic.
- The “All-in-One” Agents (e.g., Zapier Agents) This is the most accessible entry point. Zapier has moved beyond being just “glue” and is now a powerful “brain”. Zapier Agents allow you to write a plain-English prompt like, “Watch my new leads, research their company online, score them, and if they’re a good fit, draft a personalized email”. The agent can then use your other Zapier-connected apps, browse the web, and even call other agents to complete the task. They even have templates for an “SEO Blog Writer”.
- The “Specialist” Agents (e.g., HubSpot Breeze, Relevance AI) These are dedicated platforms built for specific tasks.
- CRM-Integrated: Tools like HubSpot Breeze or Salesforce Agentforce live inside your CRM. They are built to automate sales and marketing tasks, using your own customer data as their primary context.
- No-Code Builders: Platforms like Relevance AI or Gumloop are visual, no-code builders specifically for creating and deploying custom AI agents that can integrate with your existing workflows.
- The “Developer” Frameworks (e.g., AutoGen, LangChain) This is the most advanced, and most defensible, layer. These are not tools; they are developer frameworks. Using something like Microsoft’s AutoGen, your team can build a squad of AI agents—like a “research agent,” a “writing agent,” and an “editing agent”—that all work together to complete a complex task. This is how you build a truly proprietary system that no competitor can copy.
Your tech stack is your strategy. An “AI-assisted” agency has a $20/month subscription. An AI-first agency has an interconnected, automated system of agents that delivers value at scale.
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About the Author
I’m Sanwal Zia, an SEO strategist with more than six years of experience helping businesses grow through smart and practical search strategies. I created Optimize With Sanwal to share honest insights, tool breakdowns, and real guidance for anyone looking to improve their digital presence. You can connect with me on YouTube, LinkedIn , Facebook, Instagram , or visit my website to explore more of my work.
