The Long Game Kitchen Side: Can vs Should in Automation
In this Kitchen Side episode of The Long Game Podcast, the Omniscient Digital team reflects on one key question: “What should we automate?” The discussion unfolds into a broader examination of agency culture, strategic thinking, and the nuanced costs of automation. They share personal experiments—from HARO email parsing to multi-agent PR systems—and debate the tradeoffs between saving time and losing essential context, mentorship, and learning. The team also explores how AI tools can be both empowering and distracting, and why automation shouldn't come at the expense of human development, team connection, or communication that builds trust. It's a thoughtful, candid look at what AI can't (and shouldn't) replace.
Key Takeaways
- Automation Isn’t All or Nothing: Not everything needs full automation—sometimes it's just about streamlining small, repeatable parts of a process.
- Human Touchpoints Still Matter: Automated communication can lack the warmth, accountability, and nuance of a genuine human message.
- AI Can Undermine Learning Opportunities: Over-automation risks removing hands-on work that builds junior talent and deep strategic expertise.
- Remote Culture Needs In-Person Balance: Offsites help rebuild alignment, context, and emotional connection that remote work alone can't deliver.
- Effort Signals Care: Taking the “harder” route—whether writing by hand or reviewing raw data—can demonstrate thoughtfulness and create deeper understanding.
- Small Talk Has Strategic Value: Informal conversation often reveals insights and context that structured meetings miss.
- AI Is Best as an Assistant, Not a Replacement: Tools like Fireflies or ChatGPT are useful for transcription and ideation, but real clarity comes from processing ideas manually.
Show Links
- Connect with David Khim on LinkedIn and Twitter
- Connect with Alex Birkett on LinkedIn and Twitter
- Connect with Allie Decker on LinkedIn and Twitter
- Connect with Omniscient Digital on LinkedIn or Twitter
What is Kitchen Side?
One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.
You understand how things look from the inside and how that differs from the outside.
You understand how the sausage is made.
As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.
We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.
Some interviews you might enjoy and learn from:
Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)
Building Competitive Marketing Content with Sam Chapman (Aprimo)
How to Build the Right Data Workflow with Blake Burch (Shipyard)
Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)
Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)
Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:
Should You Hire Writers or Subject Matter Experts?
How Do Growth and Content Overlap?
Connect with Omniscient Digital on social:
Twitter: @beomniscient
Linkedin: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/