How we use AI
The short version: AI helps us move faster and catch more — it doesn’t make the decisions, and it doesn’t make the creative. Here’s exactly where it does and doesn’t touch your work.
Yes, we use AI — and we’d rather tell you exactly how than leave you guessing.
It helps us work faster and catch more mistakes. It doesn’t make decisions for you, and it doesn’t replace the thinking or the creative.
Where AI helps us
Research
Gathering background and summarizing sources so we get up to speed faster.
Editing
A first pass on copy: tightening and catching mistakes before a person shapes the final.
Code, engineering & testing
Writing, reviewing, and stress-testing code so what we ship holds up.
Issue triage
A first quick look at a problem from the command line so we know where to dig in.
Triage
Sorting and prioritizing incoming work so the right things get attention first.
Where we keep people in charge
Decisions
Strategy, scope, and what’s right for your business are judgment calls. They stay with us.
Your content & creative
We don’t generate your content or creative assets with AI.
Design
We’ll use AI for quick wireframe mockups to think through structure. Production design and creative are made in-house or with trusted contractors.
What this looks like in practice
When you first reach out
AI helps us field and sort the inquiry — quick background on your business, whether we’re a good fit, and making sure nothing sits in an inbox over a weekend. The mechanical side: routing, timing, prep. Whether we pursue the work is our call, not the model’s.
Getting to a proposal
Once there’s a real conversation, AI speeds up the homework — researching your market, reviewing your current site or systems, and summarizing what it finds so we walk in already up to speed.
Scoping the work
By the time we’re defining what to build, the judgment calls — what’s worth your money, what to prioritize, what’s right for your business — are ours and yours to make together. AI got us to the starting line faster; it doesn’t decide where the race goes.
Good creative comes from a point of view a model doesn’t have. AI can speed up the scaffolding, but it can’t stand in for the perspective that makes the work land.