AI Use Policy

We understand that AI is a highly controversial topic with many pros and cons to its use. This is why we are approaching this topic with a nuanced and varied approach, with a lot of the decisions being made around our clients' wishes. One major exception to our client's wishes: We will never produce materials that are clearly AI, wholly developed by AI or that put anyone's jobs at immediate risk due to AI.

What exactly does this policy mean?

The level of AI-integration will be left up to our the wishes of our clients. Whether that involves simple brainstorming, mood board inspiration or other uses.

If a client wants zero AI integration, there will be zero integration. If a client is fine with AI being used for inspiration, then it may be used.

To ensure transparency, any AI usage will be disclosed in the final product handover.

AI Sensitivity - Mini Blog

Artificial Intelligence in its current form can be a useful tool for generating ideas, but when it comes to execution, it often fails laughably hard. Publics also tend to regard brands that use and rely heavily on AI as less trustworthy, less socially aware and refer to AI content as "slop."

In addition to the direct social implications of using AI, there are the indirect implications: Financial, socio-economic and environmental to name a few.

Most investors and industry experts admit that AI is in a bubble. Open AI's own CEO, Sam Altman, said as much in an interview with The Verge (Read that article here). Once this bubble pops, there is a decent chance it could pop the wider economy in a similar fashion as the "dot com bubble" and the 2008 housing crisis.

We also can't ignore that people are actively losing their jobs to AI systems, systems that are often failing or otherwise going off the rails. According to a study by ADP research institute, 13% of people believe AI will completely replace them while 28% of people believe AI will replace most of their job functions. Just 8% of people believe AI will have no impact on their job.

The environmental impacts of AI are also substantial. Billions of dollars are being invested into new data centers across the country, often being built where forests and farmland once stood. These centers use an amount of electricity and water on the scale of small cities. Microsoft has even partnered with Constellation Energy to re-open Three Mile Island, the scene of the largest nuclear accident in U.S. history. (Read more here.)

So, at what cost? At what cost do we use AI? Some believe absolute zero AI is the way to go, but to be honest, that just may not be feasible anymore. Employers are demanding employees be skilled in AI. Ironically those same employers are attempting to replace those same employees with AI. But if every company employs AI workers, who will have a job to be able to buy the AI slop the companies produce?

There is a lot to consider, a lot of nuance and a lot of very easy ways to misstep when using AI.