AI Success Requires Clean Data, Not Hype, Says The Agency Exec

Zane Burnett, overseeing technology, digital strategy, and innovation at The Agency, believes that successful artificial intelligence (AI) implementation begins with a strong foundation of clean data, rather than chasing the latest trends or tools. He stated that the company has adopted a deliberate approach to AI, focusing on operational efficiency and redesign before considering immediate return on investment (ROI).

Burnett explained that The Agency has prioritized "boring and monotonous work" to establish the necessary infrastructure for becoming an AI-enabled organization. This involves consolidating and cleaning all data sources to effectively integrate AI. He noted that many available "fly-by-night ChatGPT tools" are being bypassed in favor of this foundational data work. This focus on data quality has already begun to benefit the company in areas such as business intelligence.

He highlighted that the biggest impact of AI at The Agency currently lies in operational efficiency, a less obvious area compared to lead generation or marketing where immediate financial returns are often sought. Burnett's perspective is informed by his prior leadership roles at proptech companies, luxury real estate brokerages like Alain Pinel Realtors, and consultancies such as ActivePipe. He has been with The Agency for just over a year, guiding its technology strategy.

Burnett also touched upon the ongoing debate about what tasks humans still perform better than machines and how brokerages are increasingly developing custom AI solutions at a lower cost. His philosophy centers on building robust systems that leverage data effectively, ensuring that AI applications are built on a reliable and clean data framework for sustainable success.