Approach

Online – October 23, 2026 -- Small PR agency Approach has built more than 80 custom AI agents for clients, and says the real figure is probably higher now, according to its leader Megan in a podcast interview with host Doug.

Every client gets a five-agent stack built by account leads

Each client receives a standard stack of five agents, including one that tracks what reporters are discussing in real time and feeds custom weekly content into client team inboxes. Client experience directors, who are not coders, must build and customize the agents for their accounts. A hired consultancy then helps them work through bugs.