Reimagining How Agencies Work

Ironwood AI helps agencies reimagine how work gets done, using AI with purpose, improving how teams think, create, collaborate, deliver, and grow.

For agencies, AI is not simply another tool to add to the stack. It is changing how ideas are explored, how problems are solved, how teams collaborate, and how businesses adapt. Used well, it can strengthen human judgment, taste, experience, and relationships rather than replace them.

Ironwood AI helps agency owners and teams move from scattered experimentation to intentional, confident use. We help agencies ask better questions, design better processes, build more useful internal systems, and give their teams more space for thoughtful, creative, high-value work.

Ironwood AI is also a father-son story. Eric Holter brings more than 30 years of experience helping creative, web, and marketing firms adapt to technological and business change. Adam Holter brings deep, hands-on fluency with the AI tools, models, systems, and workflows now reshaping how modern teams work.

Together, we help agencies understand not only which AI tools to use, but how this technology can reshape their services, workflows, teams, and long-term business models.

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Eric Holter, CEO

Eric brings more than 30 years of experience at the intersection of creative work, business strategy, and emerging technology.

He began his career as an illustrator and graphic designer after graduating from Rhode Island School of Design in 1991, then moved into advertising before founding Newfangled in 1995. Newfangled was built to help agencies and design firms adapt to the first great internet transformation, partnering with creative firms as the web began reshaping how businesses communicated, marketed, and worked.

After running Newfangled for 13 years and selling the company to an employee, Eric became a consultant to creative, web, and marketing agencies, advising firm owners on positioning, operations, marketing, management, and financial strategy. He is also the author of Blazing the Freelance Trail: Professional Practices for Creative Entrepreneurs.

At Ironwood AI, Eric brings that same agency-focused perspective to the AI revolution. His role is not simply to help firms adopt new tools, but to help them think clearly about how AI is changing the way their teams work, how their services are delivered, and how their business models may need to adapt.

Adam Holter, CTO

Adam brings the technical depth behind Ironwood AI’s training and advisory work.

He first became interested in artificial intelligence at age 14, shortly after ChatGPT’s public release, and has been following the field closely ever since. He keeps pace with new models, tools, pricing structures, API capabilities, automation methods, and the practical trade-offs that determine whether an AI workflow is actually useful in a real business setting.

Adam has developed his own benchmarking methods, regularly tests emerging tools, and helps clients understand not only what AI systems can do, but how to use them efficiently and cost-effectively. His expertise is especially valuable when organizations move beyond consumer-facing AI tools and begin exploring APIs, custom workflows, and more advanced implementation strategies.

Adam was recognized and featured by BBC Business News as an expert in the field of AI, reflecting the depth of knowledge he has developed at a remarkably young age. Through Ironwood AI, he brings that technical fluency, curiosity, and practical judgment to agencies trying to understand a rapidly changing field without getting lost in hype, complexity, or constant noise.