AI in the Studio

The honest version, not the vendor pitch

We use AI tooling for research synthesis, rough copy drafts and first-pass transcript cleanup. We do not use it to generate final creative — not on principle alone, but because the output still needs a director's judgement to be worth shipping.

Where it earns its place

• Summarising long client discovery calls into a working brief draft
• Generating rough copy variants for internal review, never client-facing
• Cleaning up production transcripts before an editor's first pass

“It's a faster first draft, not a better final one. Treat it that way and it's genuinely useful.”

Noor Al-Balushi, Front-End Engineer