#75: PJ Pereira and Rob Wrubel on launching SILVERSIDE, an AI innovation lab

Welcome to Agency Business.PJ Pereira and Rob Wrubel, co-founders of SILVERSIDE, join Olivia Morley this week to discuss what it means to build an AI-native marketing innovation lab outside the traditional agency model.PJ and Rob discuss how SILVERSIDE grew out of an experimental AI group inside Pereira O’Dell, and why they believed the technology required a separate structure built for speed, experimentation and new ways of working. They explain how early work with Coca-Cola helped shape SILVERSIDE’s approach to creative production, personalization and client collaboration, and why the company often enters organizations through the “side door” of innovation and chaos management. They also discuss why senior creative leaders need to work directly with AI tools, and why hands-on experimentation matters more than big technology announcements in a market changing day by day.The Agency Business podcast is part of the Marketecture Media podcast network.Reach Out:Subscribe for free to the Agency Business newsletter.Interested in joining Agency Business as a guest? Submit a pitch.Listen to 📊 The Madison and Wall Podcast: Brian and Luke Stillman open up about Madison and Wall's latest work — plus crucial economic, financial, and industry trends.Listen to 🎬 Screen & Sponsor: Olivia & VaynerMedia's Jessie Holder explore how brands are shaping Hollywood.