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Human expertise leads the work

Our people set the objective, bring the marketing expertise and decide what the work needs. Depending on the task, we may research, analyse information, test ideas, apply relevant frameworks and use AI to help develop recommendations or drafts. We review the work, challenge it, refine it and give feedback as often as needed. A person completes the final review and approval before client-facing work is delivered.

Human judgement stays in charge

AI can help us identify patterns, organise information and work more consistently. It does not decide what is right for your business. Strategy, recommendations and final decisions on what we deliver to our clients remain with our team.

We check accuracy, sources and bias

AI can get things wrong, present information without enough context or reflect bias in the data it was trained on. We check material facts, claims, quotes and sources where they matter, and we review outputs for unfair or inappropriate assumptions before relying on them.

We protect your information

We do not put confidential, financial, personal or sensitive information into AI tools that are not approved for that purpose. AI is part of how we work, and we are open about that.

Used responsibly, it helps us apply strategy and messaging more consistently, which can strengthen brand recognition, recall and trust over time and support better marketing performance. This approach sits alongside everything else we stand for: honest advice, realistic recommendations and marketing that is built to last. We review it at least once a year as AI changes.

Questions about how we use AI? Contact Maria Anderson here

Reviewed: August 2026 | Next review: August 2027