Our AI Promise
AI has well and truly moved into the modern workplace, and like any new arrival in our office, it comes with a clear set of house rules. We think it’s only fair to be open about how we use it on our clients’ behalf, which is selectively, carefully and always alongside the team you work with.
What do we bring to your project?
You get a team that has spent years learning what makes a campaign work, with knowledge built up over a great many projects: sitting in briefings, getting under the skin of your audience, testing ideas against real results and seeing each piece through from the first conversation to the moment it lands on someone’s doormat.
Getting to know you and your business is a big part of that too, and we quickly get up to speed on the way you talk, what your customers respond to and the one phrase your team can’t stand. All of that shapes the work we do for you, and the people you work with are always fully across your projects and ready to pick up the phone.
Where does AI fit in?
We tend to use it around the edges of a project, handing it the odd bit of background reading or a meeting summary, where it can save some time without changing who does the real work. In the studio, it might help a designer try out a quick visual idea or extend a background on an image, with every piece shaped and finished by our own creative team. Your strategy, ideas, writing and design come from us, as they always have, and we only reach for an AI tool when it frees us up to spend more time adding value to your brief.
Who checks the work?
Any project with AI-incorporated elements is checked by people who know the subject inside out and can immediately spot anything that’s not right. You’ll never get a machine-made email from us (we find them as tiring to read as you probably do), and any wording that started life in an AI tool is rewritten in our own voice, or yours, before it goes out.
Is my information safe, and who owns the finished work?
Confidential material and personal data never go into AI tools, and we only use tools that have passed our own thorough checks on how they handle data. For imagery, our studio works only with tools that are fully licensed for commercial use and that don’t use what we put in to train their models. Any AI-incorporated visuals also keep their content credentials, so it’s always clear how an image was made. The upshot is that the artwork we deliver is yours to use with confidence, on your website, in print or anywhere else your campaign needs to go.
Will this change?
The technology moves at quite a pace, so our team keeps a close eye on new tools and updates as they appear and adjusts how we work as soon as something needs it. On top of that, we sit down every quarter for a full review of our approach and our training, so nothing drifts. Whatever shiny new tools come along, our people will keep leading the work, with AI there to support them.
Why is this the right approach for you?
Good judgement is still one of the hardest things to automate. It might be knowing which idea will land, spotting when a headline is trying a little too hard, or seeing why a mailing that looks great on screen might feel different once it’s in someone’s hand. That comes from experience, which is what we bring to every brief, and we use AI where it gives us a bit more time to put that experience to work for you.
If you’d like to know more about how we may sometimes incorporate AI assistance, just ask and we’ll happily talk you through (the kettle’s usually on).