Our use of artificial intelligence

It’s always the trend in marketing to claim that the latest technology will completely change the world and “kill off” everything that came before. Probably because it makes for more interesting YouTube thumbnails. But as usual, that’s far from the truth. Obviously, we’re talking about artificial intelligence. And since we’re being asked this question more and more often, here’s our official stance.

—

We use the best tools available to carry out our projects. AI is one of them, along with many others. But it never replaces critical thinking. It frees us from work that didn’t require enough of it.

The value Orkestra delivers is rooted in sound judgment, creative talent, a focus on the consumer experience, and an understanding of our clients’ unique contexts. AI doesn’t change any of that. What it does change is the amount of time we can devote to what really matters: relationships, strategy, ideas, and craftsmanship.

No prompt can replace human judgment. Knowing when to use AI, when to do without it, and when to challenge it is a creative skill in itself.

With our clients

Some clients insist on incorporating AI into their projects. Others have reservations in certain contexts. That’s no problem. We adapt and discuss it right from the start. The important thing is that the decision is clear to both sides.

How we use it

• Brainstorming: to fuel our initial ideas, explore more possibilities, and test preliminary concepts.
  Strategy: for analyzing and synthesizing information.
  Management and creative work: for repetitive or administrative tasks that free up our teams to focus on high-value-added work.

Things we never do

• We do not use AI to sell expertise that our team does not truly possess;
• We do not let AI make creative or strategic decisions on our behalf;
• We do not use AI as a shortcut to replace manual work that would yield superior results;
• We do not deliver any raw AI content. Our team always ensures:
  • Post-production of original creations (editing and finishing touches).
  • Individual validation of each variation.
• We do not transmit any client data to AI without ensuring that privacy settings strictly exclude model training;
• We do not present AI-generated content as if it were entirely created by hand;
• We do not use AI to imitate an artist’s style, reproduce a public figure’s voice, or generate an image of a well-known person.

—

There you go! Feel free to ask if you have any specific questions. As mentioned, we’re always happy to talk about it.
We’ll be happy to let you know when we reach the point where everything runs on its own while we’re having a drink.

But for now, my goodness, we’re nowhere near there.