There’s a lot to love about what’s happening with AI. We’re not worried about it taking our jobs… yet. 😉

Current perspective: AI is like a great intern. It takes the edge of a blank page, helps us identify blind spots, and can handle some of the busy work so we can focus on the magic-making, adding efficiency to timelines and budgets.

Tools we use with AI: ChatGPT, Runway, AI features in Photoshop

There are always new tools coming onto the scene. Being a creative sometimes feels like it’s about constantly adapting! And this has been maybe one of the biggest adaptations since the computer, digital publishing, and responsive websites.

At True Story, we believe in using every smart, efficient, creatively energizing tool available – and that includes AI platforms like ChatGPT, Runway, and the built-in tools in Adobe Creative Suite. We use them for what they’re great at: idea generation, initial research, writing support, and testing new directions. It’s like brainstorming with an extremely fast, nerdy assistant who never needs a coffee break.

But here’s the deal: we never rely on AI. It’s a tool, not a team member. Every piece of content we deliver has been shaped, refined, and approved by a human – every time. We don’t hand off fully AI-generated work, and we don’t believe it replaces the care, creativity, and strategic clarity that great client work deserves.

In fact, we expect AI to add value for our clients. We set up personalized folders in ChatGPT for each of our clients, so we can efficiently tap into their voice, tone, and strategy work to deliver faster and smarter. And, we expect our team members to be curious and continuously play with the possibilities. Which means we can deliver smarter questions, cleaner first drafts, and bigger bursts of creative momentum — all in your voice, all shaped by real humans who know what great storytelling looks like.

Our commitment:

• Respect for human expertise. We believe AI can support excellence, but it doesn’t replace the value of real collaboration, storytelling, and trust.
• We’re not training the model. Any prompts or content we input into AI tools are not used to train those models or made publicly accessible.
• No data mining. We don’t feed confidential client information into third-party AI tools without permission.
• We’re mindful of copyrights. We do not use AI-generated visuals or text that may infringe on protected content, trademarks, or recognizable likenesses.
• We fact-check everything. Any information generated by AI is verified against credible sources before being included in client work. We never assume AI output is accurate without cross-checking.
• You own your content. Any deliverables created with AI assistance are reviewed, finalized, and delivered as original work – with full rights transferred to you, per our contract.
• Don’t want us to use AI at all? Whether for compliance or personal reasons, we’re happy to keep it fully human.

We’re excited about where this is all going. And we’re committed to using AI the way we use every other tool: with curiosity, integrity, and a strong creative point of view.

The bots are here, and there’s no going back now… so let’s make them work for us.

PS – We used AI for this post.