Where we use AI, and where we never will

We use AI for the parts of the work that reward speed: desk research, first drafts, variants, resizing, reporting.

We never use it to decide what to say. The idea, the positioning and the claims are made by people, and every piece is reviewed by a person before it leaves.

We are especially careful where the stakes are high, such as finance, health and anything regulated. There, a claim is checked twice, and by someone who can be held to it.

Speed is cheap now. Judgement is the part worth paying for.