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 — Taking 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.
Why we draw the line at creative
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.
What this looks like in practice
Here’s where AI actually shows up as we work together — and where we step in.
When you first reach out. AI helps us field and sort the inquiry: pulling together quick background on your business, flagging whether we’re a good fit, and making sure nothing sits in an inbox over a weekend. It handles the mechanical side — routing, timing, prep — so we follow up fast and already know who we’re talking to. 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. You’re not paying us to spend an afternoon getting oriented.
Initial Triage. When you have an issue and send us an email, we use AI agents to analyze the afflected site and attempt to provide best rapid response we can. If AI can fix and test the issue it will and if it can't it will ping us, create an issue and we're off to the races.
Scoping the work. By the time we’re defining what to build, the research is done and the judgment calls — what’s worth your money, what to prioritize, what’s actually 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.