We are in danger of AI-ing away the reasons clients call us in the first place.
The race to automate everything and the quiet worry that we're hollowing out the work worth trusting, both feelings are right at the same time. What separates good work from forgettable work now is judgement. Knowing where AI helps, where your taste has to lead, and who you are when you use it.
That's not a tool problem. That's a culture and reputation problem.
Thirtysixpercent is the maximum you should let AI do the work for you. A little less than half, a little more than a third. We made that boundary up — because there are no boundaries. We help communications, brand and creative teams find theirs.
Three ways we work
Ready. Skills and training — Everyone can prompt, but not everyone can self-reflect and self-learn when efficiency is sold as the aim. We teach the fundamental skills that grow your skills.
Set. Governance and boundaries — a values-led AI framework your people build themselves, so your whole team knows where AI belongs, and where it doesn't.
Go. Action and co-creation — AI tools that hold your knowledge, retain your voice, and assist your clients, while protecting the craft.
The organisations that succeed with AI won't be the ones with the most tools.
They'll be the ones who were clear about who they were before the tools arrived.