The short answer
At Kabloom, our philosophy is that AI should strengthen human expertise, not replace it. The goal is not to hand over the thinking, but to give talented people better tools, more space to focus and greater capacity to do their best work.
As a Teal organisation, autonomy, accountability and distributed decision-making are already part of how we work. Our approach to AI follows the same philosophy. We are carefully and strategically introducing AI across the business - from our proprietary Leafy software and specialist tools (such as our AEO Auditor) to our recently launched avatar - while remaining firmly in control of the decisions, the data and the final output.
The principle behind all of it is simple: technology accelerates the work, people remain responsible for strategy, review and decision making.
What does human-led, AI-augmented mean at Kabloom?
AI gives our teams new ways to research, organise information, develop ideas, optimise campaigns and reduce repetitive work.
But AI does not replace strategy, experience or judgement.
Every AI-assisted output is reviewed by a Kabloom team member before it is delivered to a client or used within campaign activity.
The same applies to digital advertising. Kabloom’s Digital Team is multi-platform certified and are responsible for the strategic decisions on implementation. Platform recommendations are not automatic. AI recommendations within Google, Meta and other advertising platforms are used only as optimization inputs for bidding, audience and creative performance – never implemented automatically.
Every recommendation is human-directed: Kabloom reviews, decides, and tracks results against our own experience and insights.
What and Who is Leafy?
Leafy is Kabloom’s proprietary, AI-augmented software, built to raise the standard of marketing output. Leafy accelerates the team’s work while strategy, judgment and final approval stay with the team. Kabloom specialists are in control of their campaign throughout.
Leafy is also Kabloom’s avatar, created to help associations make sense of emerging technology, digital marketing trends and concepts such as AEO. She gives a more accessible face to innovation at Kabloom, helping our community understand complex ideas, identify useful tools and focus on what can genuinely drive results.
How is AI helping Kabloom workflow?
Technology creates value when it improves how people collaborate. Alejandro Hernandez, Kabloom’s Director of Marketing Operations and Lead of Innovation, has been a driving force behind this transformation.
Alejandro has led the build of Leafy, Kabloom’s proprietary software, as well as the implementation of tools such as ClickUp across the organisation. This has created clear workflows, strong project ownership and efficient collaboration. ClickUp and ClickUp Brain support organisation and internal processes. Click-up workflows are implemented by certified and expert users.
He is also leading by example, helping make innovation part of everyday working life at Kabloom. While Alejandro is driving the transformation, every team member has a role to play in exploring new tools, improving how we work and using technology responsibly.
Every Monday, we hold a Knowledge Sharing meeting, where team members take turns sharing what they have learned, from campaign performance insights and more effective calls to action to smarter reporting methods and new tools.
It is one of the ways we make innovation part of everyday life at Kabloom, with knowledge shared across the team rather than kept within individual roles.
Is Kabloom developing its own AI and marketing tools?
Yes. We believe some of the greatest opportunities come from creating technology around the specific challenges faced by associations.
Matias Smeucol, Kabloom’s Digital Director, has developed a proprietary AEO tool for associations, creating a specialist capability designed around the sector we serve.
This reflects the culture we want to encourage at Kabloom. We do not simply adopt technology because it exists. We look for genuine challenges and give our people the freedom to build better ways of solving them.
How does Kabloom protect client data?
Responsible AI use requires strong safeguards.
Kabloom does not submit confidential materials to publicly accessible generative AI platforms in a way that exposes them to third parties or model training. All client data is processed in full compliance with GDPR, held within certified, access-controlled systems, and never shared with third parties.
Work is performed in Leafy, our proprietary closed system access-controlled platform. Client and campaign data stays within this environment.
Why are you so strict on human review?
Because AI-assisted should never automatically mean AI-approved.
Marketing for associations requires context, experience and an understanding of audiences that cannot simply be delegated to technology.
Our people remain responsible for the work that represents Kabloom, protecting the high standards we set and continuing to deliver excellence for our clients.
Continuous training and knowledge sharing are also important. AI is developing quickly, so our teams need to understand not only what these technologies can do, but also where their limitations lie.
Frequently asked questions
What does Kabloom’s avatar represent?
Leafy represents the more visible, human face of how we are approaching AI and making complex topics easy to understand
Is Kabloom becoming an AI-led agency?
No. Our ambition is to be a human-led organisation that knows how to use AI effectively.
Does Kabloom use AI to replace marketing specialists?
No. AI supports our specialists by helping accelerate research, production, optimisation and other tasks. Strategy, judgement and approval remain human responsibilities.
Does Kabloom build its own technology?
Yes. We have built multiple proprietary tools specifically for associations, designed around the challenges our clients face rather than relying only on generic technology.
How does Kabloom approach AI and data protection?
We use controlled environments and clear safeguards around client and campaign information. Confidential data is not shared with third-party AI platforms in ways that could expose it or be used to train external models. Human oversight remains central to how AI-enabled work is produced, reviewed and approved.
Creating the Conditions for Responsible Innovation
There will always be another AI platform, model or feature to explore. Our job is not to chase every new technology, but to understand where it can genuinely improve the work we do for associations and introduce it with purpose.
As a Teal organisation, I believe my responsibility as a leader is to create the conditions for people to take ownership, experiment, share what they learn and make informed decisions. That means giving our team the freedom to explore AI, while being clear about the standards, safeguards and accountability that come with it.
AI can expand what we are capable of, but our direction will continue to come from our talented people, our shared knowledge and the way we work together.