09/08/2026
We use AI regularly, whether that be for the first pass on a workflow, a rough content calendar, brainstorming when we’re stuck, a starting point for an SOP that hasn’t been written yet. It’s genuinely useful there. Fast, unbiased, a good place to start from instead of a blank page.
Where it stops being useful is everything after that first pass. AI can hand us ten workflow steps, it can’t tell us this specific client only needs three. It can draft a caption, it can’t tell us this line doesn’t actually sound like the brand it’s writing for. It can suggest an automation, it can’t tell us this particular step needs to stay human, because that’s exactly where trust gets built with a client.
That’s the actual work. Not the first draft, the decision about what happens after it, and making sure it actually gets built right.
If you want to learn more about how we actually use AI inside client work, send us a DM.