Look, AI is an amazing, game-changing tool. But at the end of the day, it's just that: a tool. A hammer is a game-changing tool, but as the saying implies, not everything is a nail. Of course we use AI tools as part of our process. We'd be crazy not to. But anyone who tell you it's the right tool for everything or that they and they alone have the buzzword-laden solution that will solve all your problems without any efforts is selling you digital snake oil.

We use the right tool for every job. Sometimes that's AI. Sometimes that's Excel. Sometimes it's an existing digital toolset that's built on years of experience. Sometimes it's just our big old-fashioned squishy human brains. We don't start at AI and work backwards from that. We start with the outcome we want to achieve and we pick the approach and the tools that best serve you and your business.