Introduction

As an agency owner, I constantly look for ways to improve how we present our work. Normally, feedback comes from clients, colleagues, or peers. But this time, I decided to try something new: I asked ChatGPT to review our agency’s portfolio.

The feedback was eye-opening. AI doesn’t sugarcoat — it points out what’s clear, what’s missing, and where the structure could be stronger.

Here’s what happened, what ChatGPT said, and what you can learn if you use AI to evaluate your own portfolio.

1. What ChatGPT Praised

The AI highlighted several strengths in our portfolio presentation:

• Clarity in service offerings: It found our descriptions of services easy to understand.
• Diversity of projects: The range of industries and case studies gave credibility.
• Design consistency: A unified style across pages built trust and professionalism.

For any agency, these are core strengths. A portfolio should reassure visitors that your team can handle different challenges while maintaining quality.

2. The Gaps It Pointed Out

This is where it got interesting (and a little painful):

• Not enough storytelling: Some case studies listed facts but didn’t explain the problem → solution → results journey.
• Limited client outcomes: While visuals looked strong, metrics like “+40% traffic” or “2x conversions” were missing in several places.
• Weak CTAs: The portfolio didn’t always guide visitors to the next step (contact, request a quote, etc.).

This is a reminder that a portfolio is not just a gallery. It’s a sales tool. Without storytelling, proof, and action steps, it won’t convert.

3. Lessons for Agencies (and Freelancers)

What did I take away from this experiment?

• AI can act like a fresh pair of eyes. Sometimes we’re too close to our own work to see gaps.
• Data matters. A strong portfolio mixes visuals with measurable results.
• Guide the visitor. Every project page should have a CTA that says “Here’s how we can do this for you.”

4. How You Can Use AI for Reviews

If you want to test your own portfolio or website, here’s a quick method:

1. Paste parts of your portfolio into ChatGPT.
2. Ask: “What strengths and weaknesses do you see?”
3. Request suggestions: “How can I improve this to convert better?”
4. Compare the AI feedback with client feedback for balance.

It won’t replace human input, but it’s a free, fast, and surprisingly accurate review tool.

Conclusion

Asking ChatGPT to review our agency’s portfolio was both fun and insightful. It praised what we’re doing well but also highlighted blind spots we had overlooked.

The biggest lesson? Your portfolio isn’t static. It should evolve, and sometimes, an unexpected perspective — even from AI, can help you see what’s missing.

If you run an agency or freelance business, try it. You might be surprised by what AI sees that you don’t.