More clients now ask whether their content is written by a person. It is a fair question, so here is a plain account of where AI sits in my work, and where it doesn’t.
Where I use it
- Research and preparation. Background reading on a market, a fair, a competitor or a material before I write a brief or a proposal.
- Brand consistency. Checking copy against your tone of voice, and helping to build up a brand voice document in the early stages of working together.
- Adapting for platforms. Now and then, reshaping a caption I have written so it suits another platform. The writing still starts and finishes with me.
- Reporting and admin. Pulling monthly figures together, organising schedules, and keeping campaigns and files in order.
- Checking AI visibility. Putting the questions your clients ask to ChatGPT, Perplexity, Gemini and Google’s AI Overviews, which is part of the AI visibility work.
In each case AI saves time or keeps things consistent. Everything it produces is checked and edited by me before it informs anything you see.
Where I don’t use it
- Your voice. Captions and copy for your brand are written by me, in your voice, and read back before anything is published. Where AI has helped with consistency or adapting, the final words are still mine.
- Your work. I don’t use AI on your projects, products or spaces unless you ask me to. Some clients do: one has me use it to adapt content already created for their website into social posts. Either way, anything presented as your work is your work.
- Your confidential material. Unreleased collections, client names, pricing and anything shared in confidence are not put into public AI tools.
- Judgement. Strategy and recommendations are mine, and I’ll tell you plainly when something is a judgement call rather than a certainty.
Why I’m telling you
Design brands trade on trust. Your audience includes people who look at materials, joinery and light for a living, and the quickest way to lose them is content that feels generic or invented. Being open about how the work is made is part of protecting that trust, for you and for me.
It is also simply how I prefer to work. I keep my client list short so that the person you brief is the person who does the work and answers for it. AI helps me give more of that time to you; it doesn’t replace it.
If you’d rather I didn’t use it at all
That is fine. Tell me at the start and it will be written into the scope of the work.