Our AI Philosophy

Before we jump to a position that’s probably already technologically irrelevant, let’s acknowledge this–in marketing, things change.

Madison Avenue used to have doctors selling cigarettes. Now robots write travel blogs. We get it.

Neither of those are the business we want to be in. And we’re not programming our cars to drive us to work each day just so we can hand over our autonomy to tech billionaires.

Like everyone else, we’re figuring out a world where the speed of business is a quintillion calculations per second. That means giving AI a fair shot (and being mindful that one day it might shoot back).

As we move forward, here’s our promise: we keep no secrets on how, why, and when we use AI.

We have seen its potential to knock out administrative tasks, do tedious research, and deliver information that lets us make smarter decisions faster. And if we can free up time to create more thoughtful work for our clients, then we welcome our new digital cubemates.

On the creative side, we’re more cautious. AI produces average work at best. Everyone’s using the same data and tools, after all.

Can AI be used to make our creative process better? Almost certainly. But when it comes to meaningful work that helps our clients stand out, our hands are firmly on the steering wheel.

As we’re all bending our minds around this new world, the most relevant question won’t be if we use AI, but what values guide us.

This is where we stand.

We’re here for human connection. Each day, we get to look at the world through the eyes of people building businesses, developing products or advancing a cause. We put our energy behind where they’re going and help them remember why they started in the first place.

They walk out of our doors with a story that resonates with them about and a plan they feel confident in.

Here’s what scares us. AI threatens to blunt our collective senses to the unique value that every person and business has to offer. Average becomes more acceptable. Communication becomes more mindless.

In short, artificial intelligence can make us real dull.

Perhaps things will turn around. Slop will soon be replaced with something more palatable. The rogue agents will be contained. And we’ll all be driving rocket ships.

But no matter where we’re headed, we believe the human experience still matters. (Apparently, we have to say that now.)

Can AI write an adequate product description of a nightstand, even though it has never cried at a sunset? You bet. And if you just need an adequately-described nightstand, heck, we’ll give you the prompt for free.

On the other hand, those who are coming to us for work they care deeply about deserve a whole lot of personal perspective.

So yes, AI is here. But the future belongs to organizations who use technology to keep pace, and people to pull ahead.