AI is part of how we work, but it never replaces the thinking behind the work. We use it where it genuinely adds value: helping us research faster, explore ideas, test directions, and make sense of information.
The strategy, creative direction, judgement, and final decisions remain ours. AI can help us get further, faster, but the work still needs a human point of view behind it.
Where we use it
Research
Tools like ChatGPT/Codex and NotebookLM help us dig through research, surface patterns, and explore ideas faster.
Copy & Content
AI helps us test angles and work through wording. But every word is reviewed, edited, and shaped by us before it ships.
Structure
We'll sometimes use it to explore page structures, wireframes, and content hierarchies — a starting point, not a blueprint.
SEO
AI supports keyword research, heading ideas, and spotting SEO opportunities.
Development
Occasionally used for coding, debugging, or technical problem-solving. A development aid — never an automated site builder.
What we don't use it for
Our visual work isn't generated by AI. Graphics, imagery, illustrations, and brand assets are made by hand, without generative tools.
We never generate a site and hand it over as finished work.
What stays human
The decisions that matter stay with us: strategy, creative direction, design, structure, development, editing.
AI can help us move faster. It doesn't decide where we're going.
Client information
We're careful with AI tools and avoid entering confidential or sensitive client information unless necessary. Third-party tools come with their own terms and privacy practices — we factor that into how (and whether) we use them.
Our approach
Use AI where it helps. Leave it out where it doesn't. The goal isn't to use AI everywhere — it's to use the right tool where it genuinely improves the work.