Embracing AI for the right reasons

AI has already been dubbed the fourth industrial revolution. From the way we shop to how we communicate, work and create, it’s becoming integrated into every aspect of our lives. But the conversation around it can be noisy. There’s hype (it’ll change everything), there’s fear (will AI take our jobs?), and then there’s the reality ‒ AI is not going anywhere. 

So, how do we adapt to thrive alongside it, because while there may be worries and concerns, when used correctly and intelligently, AI can elevate what we do best. 

Identifying where AI can help

To use AI properly is to take a step back, look at your business, and identify the gaps. Do you have repetitive tasks that consume valuable time? Are you struggling to scale due to limited resources or staff? Customer service enquiries, automating admin tasks, analysing data, writing emails, reports, scheduling tasks ‒ AI can do it all. So it’s about working smarter, not harder, boosting productivity and streamlining tasks so that you focus on the things that allow humans to properly shine. 

Creativity and the human cost

Let’s debunk a pretty bold claim. AI will not replace creatives. Why? Firstly, we won’t let it, and secondly, nothing beats raw, human creativity. Yes, AI is becoming ground breaking. It can produce copy, create websites and churn out impactful designs ‒ but only with the right prompts. And when used well, it can really amplify human imagination. 

So, how do we get the most out of it? Instead of fearing job loss, we should focus on job evolution. We need to become experts in prompting and managing AI tools ‒ guiding them, not being led by them. We’ll always need humans to write prompts (it can never know what we’re thinking ‒ at least not yet!); and because AI is not, and may never be, perfect ‒ there will always be limitations. Creativity is a powerful thing to have in your back pocket, but so is AI. When you merge the two ‒ what do you get? Next-level ideas that are brought to life faster. 

How has it been helping us?

Integrating AI into our work and everyday processes was one of our primary goals for 2025, and, this first quarter, we’ve hit the ground running (the results have been awesome!). Here’s just a taste of how we’ve been using it:

Writer’s block? AI comes to the rescue with inspiration that kicks creativity into gear, giving us that little nudge we needed (or didn’t know we needed!).

Better briefs for all. AI helps us cut through the waffle and get straight to the point. Client chats are turned into sharp creative briefs that allow each team to shine.

Designs, levelled up. Stretching out backgrounds for different formats, upscaling, editing and adapting visuals are the designer’s go-to on the AI front. Even outright image generation has proven a handy way to speed things up and support our blog output. The results can be hit and miss, but it’s only going to get better. And a bit of human touch can iron out the rough patches in no time.  

The environmental impact

Did you know that with an estimated 200 million requests per day, ChatGPT’s daily energy consumption surpasses 500,000 kilowatt-hours, which is over 17,000 times the daily energy  use of an average household? It’s a startling statistic that highlights the hidden cost of using some AI tools. It’s something to be mindful of, and while companies will no doubt work to make these tools more energy-efficient over time, it’s on us to stay informed, ask questions and use AI responsibly. 

Where do we go from here?

AI is constantly evolving, so it’s important to stay on top of the game. There are certainly issues, and the real challenge isn’t the technology itself ‒ it’s how we choose to engage with it. With the right prompts and the right people using it, we can solve real problems, support the team, unlock creativity and work towards a more efficient working process. It’s a win-win!

We’re always on the lookout for the latest AI tools, so if you’ve stumbled across a good one, get in touch!