A human-centered approach to AI
As AI reshapes how we live, work, and collaborate, we recognize the incredible responsibility that comes with it. Our (brief) framework outlines how we integrate AI into our approach.
Overview
We exist to create meaningful bonds between people and businesses.
AI technology has the potential to play an invaluable role in helping to foster these connections.
As we integrate AI into our work and lives, we carry tremendous responsibility to ensure that it serves the greater good. We owe it to ourselves, to our partners, and to the world.
Embracing the use of AI in our work
We champion the use of AI market intelligence platforms to mine meaningful insights and inform strategic direction.
We believe the use of generative AI can and should be an extension of the strategic and creative process. We welcome thought partnerships with humans and machines alike.
We automate administrative tasks wherever possible so that our team–and our partners– have more time for the work that demands human intelligence. (We also enjoy our sleep.)
We recognize that AI is always evolving and we must evolve with it. Growth demands change.
Recognizing the limitations of AI
Writing is a system of thought. The act of writing enables us to go beyond the germ of a concept and flesh out original thinking. It’s a constant and necessary process of generation and refinement. It’s also deeply human.
AI tools can analyze, summarize, and iterate. They can’t—by nature of being bound by their training data—generate original thinking.
LLMs will always produce well-packaged words. It’s what they’re trained to do—and yes, they’re getting better at it. But when we attempt to outsource the thinking, we’re left with iterative “content” stripped of substance. The world doesn’t need more slop.
A technology that’s available to everyone will never, in and of itself, differentiate anyone.
There are no shortcuts to anywhere worth going.
Our promise to our partners
As we incorporate AI tools into our work, we recognize that smart solutions are not always easy or obvious. We will always reject the path of least resistance, digging deep to uncover insights that drive impact.
We’re always transparent about our use of AI technology (and we’re always excited to talk about it).
We never share partners’ proprietary information with AI models.
We believe in personalization without invasion of privacy.
We champion diversity and inclusivity. We’re aware that ideological biases are inherent in some AI tools and we’re committed to combating them.
We stay up to date on copyright law as it relates to the use of AI. We will never put our partners at risk of copyright infringement.
We recognize AI’s significant environmental impact. We strive to minimize our footprint by leveraging the technology only when it truly betters the work and drives efficiency.
We’ll always love the feel of pen on paper.
Partner with us.
We’d love to help you achieve your mission with brief, bright, and memorable marketing and communications.
Get in touch to see our work and get the ball rolling.
