How we work with AI
Senior PR experts run every account. AI agents handle the research, drafting, and admin so the humans can focus on strategy, story, and relationships. Here's exactly where the line sits.
Principle 01
A senior PR consultant signs off on every output before it leaves our walls. AI doesn't pitch journalists, AI doesn't approve copy, AI doesn't make commercial decisions.
Principle 02
You always know which models we use, where, and on what data. Our full governance addendum lists every model, every use case, and every safeguard.
Principle 03
We never train models on your content. Every provider we work with offers EEA-located processing and zero-retention or short-retention contracts.
Where the line sits
Senior PR consultants
AI agents
Our content workflow
Every piece of content we ship goes through this workflow. AI accelerates the middle - humans own the start, the finish, and every checkpoint in between.
Client objectives, target audience identification, messaging framework. 100% human-driven - AI is not involved.
AI conducts research synthesis and competitive analysis. Humans validate and augment.
AI generates structure and identifies key points. Humans review, refine and approve.
AI generates initial draft. Humans conduct comprehensive editorial review, fact-checking, and accuracy verification.
AI analyses grammar, brand voice consistency, and SEO. Humans evaluate recommendations and complete final polish.
Humans present content, incorporate feedback, and obtain final client approval.
Humans conduct final compliance review and handle publication. AI monitors performance.
Quality control
No AI-generated content goes out without passing through these. Zero tolerance for fabrication, every factual claim verified against authoritative sources.
Layer 1
Confidence scores, flagging of uncertain content, self-citation of sources.
Layer 2
Grammar and syntax validation, plagiarism detection, brand voice consistency scoring, readability analysis.
Layer 3
Professional editor review of AI-generated content, fact-checking, citation verification, tone and style alignment, cultural sensitivity review.
Layer 4
All final deliverables require explicit client approval before publication.
When AI is not used
Some work is too consequential, too sensitive, or too judgement-driven for AI assistance. These are the no-go zones.
Strategic planning and decision-making
Client relationship management
Legal or compliance advice
Final publishing decisions
Contract or business negotiations
Crisis communications requiring human expertise
Models we use
We pick the model that fits the work - not the brand. You'll always know which one we're using.
Anthropic
Long-form writing, research synthesis, transcript analysis. EEA processing via Anthropic Ireland.
OpenAI
Short-form drafting, structured extraction, classification.
In-House
Specialised assistants we built for journalist matching, coverage tracking, and outreach orchestration.
Embeddings
Semantic similarity for journalist matching, story-angle deduplication, and content classification.
Transcription
Meeting transcripts and interview captures, processed only with explicit consent.
Image generation
For internal mockups and concept sketches only - never for final assets that ship to media.
For the deeper read
15 sections covering architecture, oversight, quality control, bias, explainability, data privacy, IP, compliance, incident response, and customer support.
Ready when you are
Schedule a consultation with our senior team - we'll walk you through exactly how AI fits into the work we'd do for you.
Schedule a Consultation