How AI is used

AI is used as a thinking partner. It supports exploration, sharpens insight, and helps work move faster – particularly when dealing with complex growth, marketing, or operational challenges. It supports the work, but it does not replace experience.

AI does not make decisions. It does not act autonomously. Nothing goes to a client without human judgement and oversight.

Care is taken in how AI is used. It is not treated as a system of record, and it is not used to process personal, patient, or financial data. Where AI supports analysis, critique, or sense-making, it is used in service of human-led judgement and accountability.

Used well, AI can be a powerful amplifier. Used carelessly, it can create noise and false confidence.

The approach is simple: AI supports the thinking – accountability stays human.

If a client has specific requirements around AI usage, data handling, or governance, these can be aligned to.