Introduction
AI is useful when it helps a business produce better work, save time or make a process easier to manage. It is not the strategy.
Why we use this
We use AI as part of a production workflow. It can support research, drafting, image direction, video planning, automation and review, but experienced judgement still decides what is useful.
Where it fits
- Planning content and campaign structure.
- Drafting and refining website copy.
- Generating visual routes for creative review.
- Reducing repetitive production tasks.
- Supporting automation where a manual process is wasting time.
When a business should use it
A business should use AI when there is a clear production problem: too much admin, slow content creation, weak campaign assets, poor research flow or repetitive internal work.
When it should not
It should not be used to replace client knowledge, publish unchecked content, invent evidence or make the business sound like everyone else.
Evidence and workflow notes
- AI now supports JPHS outreach and platform planning.
- Creative Media work uses AI alongside Adobe, editing and production judgement.
- Rococo and Blakesleys show how AI can support marketing assets without becoming the whole story.
Continue Exploring
Client Partnerships
More Resources
- How We Use ChatGPT in Professional Creative Production
- Building an AI Production Pipeline