As generative AI advances, it’s essential to explore how these tools can improve agency operations. While reviewing our 2024 Tech Stack data, one tool in the generative AI category stood out: time tracking software. Although only mentioned by two agencies, it resonated deeply with me, having spent 25 years in billable environments. Prompt and accurate time reporting is critical in PR, yet many struggle with it, often submitting at the last minute.
Incorporating AI to address this persistent issue should be a priority. AI time tracking passively tracks all activities, reducing the reliance on manual input. AI will learn and categorize activities, minimizing errors and creating more accurate submissions, significantly reducing time sheets being sent back for correction. In addition, these tools collect vast amounts of data that can identify improvement areas, help forecast the time needed for specific tasks, and ultimately increase efficiency for individuals and teams. In short, these tools can boost the bottom line and increase employee satisfaction.
Time-tracking software has evolved with more sophisticated options. While Replicon was noted in our study, other tools such as Clockk, Memtime, Timely, and Timeular offer varied features to fit different budgets and agency sizes. These tools can simplify the process and accelerate productivity.