AI is changing our industry, but technology disrupting creative work is nothing new.

Decades ago, when desktop publishing was transforming our industry, we used to say, “The typewriter never improved poetry.” The tools have changed dramatically since then, but we still believe the same thing: technology can make good people more capable and efficient, but it doesn’t replace creativity, experience, judgment or accountability.

We use AI, and we believe our clients deserve to understand how.

Our AI Contribution Scale

To make that transparent, we classify our work according to the role AI played in creating it. We will work to cite each level in our deliverables.

Level 0 | No AI
The work was created entirely by our team without generative AI assistance.

Level 1 | AI-Assisted
AI was used for limited support, such as research, brainstorming, proofreading, transcription, summarization or exploring alternatives. The substantive work was created by our team.

Level 2 | AI-Collaborative
AI played a meaningful role in developing ideas, drafts, concepts or creative directions, with substantial human direction, editing and refinement.

Level 3 | AI-Generated, Human-Directed
AI generated a significant portion of the initial content or creative asset based on detailed direction from our team. Our team reviewed, edited, refined and approved the final work.

Level 4 | Primarily AI-Generated
The majority of the work was generated using AI, with our team providing prompts, direction, selection, quality control and final approval.

Our Standard

Regardless of the level, we remain responsible for the work we deliver.

We protect confidential information, verify important facts and apply human judgment to our work. We do not intentionally use AI to imitate the distinctive work of a living creator, and we will disclose material AI involvement when appropriate.

The technology may change. Our responsibility to our clients doesn’t.