Where we stand on AI

We get it. AI is fast and affordable so we understand why you'd want to use it. 

We'd love to make a case for why humans are still the best investment for your branding and marketing.

We hear these a lot. Here’s what we really think.

  • LLMs inhale a massive amount of data and spit out the average of everything they've been trained on.

    Your brand and marketing will end up looking, sounding, and feeling like everyone else's. In a saturated market, it's not enough for your brand to look, feel, and sound good. It needs to work.

    Plus, AI is trained on images without permission, and AI images are not able to be copyrighted so you may run into tricky legal situations.

  • AI is great at pattern recognition, but it can't relate emotionally to the people you’re trying to reach.

    People are, by nature, messy (and that’s ok!).

    Only humans can listen beyond the words, catch nuances, and connect your brand to the people you’re trying to reach.

    Where AI offers generic solutions, we offer tailored ones, and we make sure they work.

  • We do and we can. There is a growing weariness for AI in the market. It diminishes trust, and once it's lost, it's difficult to gain back.

    You'd only need to check out the comments under large corporations’ posts that use AI to see the frustration that the general public is feeling.

    Humans are incredible at picking up on the subtle cues that something is not human. People are so wired for connection with each other that eventually they can tell when something is fake.

  • We understand that everyone has different budgets they are working with.

    However, there are many ways to get amazing work that are fair and beneficial to both parties.

    If your business serves humans (not robots) other humans are the ones best positioned to serve you.

    We think we are worth the investment and so are you.

    For ideas of how to hire a human in a way that works for you and said human, please reach out to us.

Our commitment to you:

  • No art, design, imagery, concept work, animation or video will ever be generated by AI. We may use AI-assisted production tools for tasks like background removal or rapid prototyping (for mocking up designs we created). However, the ideas, strategies, and creative work will always be made by human brains and hands. 

  • We will write copy ourselves and use AI as a mechanical check for spelling, grammar, and syntax that we then review, rewrite, and polish until it’s right.

  • We are not anti technology and will use AI to make our workflows more efficient, so we can spend more time doing our best work for you.

“AI is data and can only look backwards. Creativity looks forward”

-Strauss Zelnick, CEO of Take-Two Interactive.


We'd kindly ask that our work isn't fed into AI to generate copies of it. We respect your business enough to put our best people on it. We hope you'll feel the same way about ours. 

We hope you’ll check out this study and this one.