AI is taking the marketing world by storm, and here at Flock Associates, we are all about purposeful transformation linked to a strategic roadmap. We recently launched Starling AI, our own custom business account AI interface through ChatGPT. Starling AI currently has 3 customized models, each of which serve a specific purpose within our organization. After careful development over the course of 10-11 months, these models have served the organization by boosting productivity through high efficiency and ease of adoption – which has helped us cut down on time by up to 30% in several operational areas.
In today’s marketing and AI landscape, many companies are launching their own in-house AI models to help support their operations, and we at Flock also see the value in automated, intelligent support when it is implemented in the right way, across the right use cases. In this blog, we will dive into why and how Starling AI is supercharging our operations at Flock.
Introducing our AI Consulting Model, Starling
Starling is more than just a digital tool – it’s our private and custom AI consulting model, created in partnership with OpenAI and uniquely trained on Flock’s proprietary knowledge, tools, and documentation. Named by the bird that makes the Flocking patterns after which the company was itself named, Starling reflects our belief in seamless collaboration, intelligence, and agility.
This in-house AI model is embedded into the daily workflows of Flock consultants and client-facing teams, enhancing how we approach workflows, analyze data streams, and deliver marketing transformation. From rapid ideation to generating structured strategic insights, Starling works alongside our teams as a thought partner, not a stand-in.
How Starling is supercharging our operations at Flock through use cases and tool integration
Before we designed Starling, we determined where AI could supercharge us most within our organization. We put our heads together as a team and brainstormed which use cases would best serve our teams and identified a custom AI model as a necessary investment to maximize benefits. We agreed on 10+ key uses that were most important to frame the models around from day one.
Once we had done this preliminary research, we were able to design the custom bots to address these use cases. When we launched Starling internally in early 2025, we launched 3 fully customized models:
- An in-house AI Marketing Assistant providing day-to-day help concerning project management lift, marketing materials, best in class examples of Flock work and documentation creation, as a general assistant to our supercharged PM teams at Flock
- Document Analyzer Model that provides formatted, consistent, accurate and high-quality insights on a variety of documents including interviews, transcripts and more. This shortens the time span from meeting to action, prompting our consultant team faster towards informative analysis and solution orientation.
- Our Flock Chatbot present in our internal AI interface and our website. If you want a sneak peek at the quality of our LLMs look no further than the Chatbot on our website! Try asking it about our Internal Marketing Optimization or Agency Relationship Management.
The result of Starling being deployed across our organization and the custom models, addressing over half our use cases on day one has led to saving us 15-30% of time on tasks! With increased efficiency, we are able to spend more time with our clients discussing their marketing transformation strategy and insight.
We are working hard at Flock to develop more custom bots across the Starling interface, to continue to increase efficiency and boost our operations to new heights.
Starling AI as a thought partner
At Flock, we see AI not as a replacement but as a reinforcement. It’s an assistant that helps us dig deeper and fly higher. Starling is our step into the future – enhancing our consulting capabilities while remaining grounded in human insight, creativity, and empathy.
By combining cutting-edge technology with our global consultancy expertise, Flock continues to set the standard for marketing transformation, helping clients build future-ready marketing ecosystems with confidence and clarity.
AI is a powerful enabler, but human intelligence remains irreplaceable. Starling supports our consultants by saving time, accelerating research, surfacing insights, and organizing complex data. However, every AI-driven insight is thoroughly reviewed, interpreted, and validated by our expert consultants. This ensures that our work remains not just efficient but exceptionally accurate and impactful.
An AI Powered Chatbot to guide you through our services – see for yourself!
Although the majority of Starling still sits internally with the Flock client facing teams, we launched the Flock Chatbot on our website earlier this year. The Flock Chatbot is designed to help guide you through Flock’s many services, our teams, our expertise and many other Flock-related queries! If you are reading this on our website, please look at the bottom right of your screen and click the pink chat bubble icon to start chatting with our Chatbot! We recommend starting with the suggested prompts to learn more about agency appraisal, media health checks, and more.
If you’re interested in learning more about what are doing with AI, or how we can help you re-imagine your AI landscape, fill out the form below and let’s chat!
Contact us