AI Usage

USING AI AT FOLLOW RED
As an agency for communication, brand and experience, we are always looking for new, intelligent ways to efficiently implement creative ideas. Artificial intelligence (AI) opens up new possibilities – not as a substitute for human creativity, but as a support that helps to accelerate processes, open up new ways of thinking and achieve better results.

For us, however, AI is a tool, not a miracle machine. Therefore, we have established rules to ensure responsible use of AI and update them regularly. They determine what we want to use AI for – and what we don’t. At the same time, they ensure transparency towards our customers, partners and other stakeholders.

WHAT WE USE AI FOR
We use AI in various phases of projects – as long as the customer expressly does not want it – for example

in brainstorming and conception,
in research and market observations,
for text suggestions, text variants or translations,
for image ideas and visualizations (for example, in mood boards or for campaign styles),
for structuring complex content (e.g. from briefings or interviews) and
to optimize internal processes and workflows.
Important: No result leaves our company without examination and, if necessary, revision or supplementation by our experts.

Currently, depending on the area of responsibility, we use the following AI tools:

ChatGPT
Perplexity
DeepL
Miro
Canva
Midjourney
Adobe Creative Cloud
Freepik

WHAT WE DON’T USE AI FOR
We do not use AI to automatically publish content without first checking it editorially and professionally.

We do not use AI to manipulate or deliberately mislead users or opinions.

We don’t use AI to create deepfakes, copy content and designs from others, or distort representations for marketing purposes.

We do not enter sensitive or personal information into open AI systems.

And we don’t use AI where creative or strategic decisions should be made by humans alone – in other words, wherever attitude, responsibility and experience count.

DATA PROTECTION IS A PRIORITY
We pay very close attention to what information we share with AI systems. As a matter of principle, we do not enter personal or confidential data of our customers or partners into external AI tools. We only use applications that have passed extensive security audits and whose data protection standards are compatible with legal requirements, such as the GDPR. We have also implemented additional security measures to ensure that the data used in AI applications is protected against unauthorized access and misuse.

WE LEARN WITH US – AND CONTINUE
AI is developing rapidly. To ensure that we can deal with it responsibly, we train our teams regularly – not only technically, but also with regard to legal, ethical and creative issues. Everyone who works with AI at our company knows that it’s not just about skill, but also about classification. That’s why we promote a critical approach to AI – and an open exchange about it.

WHAT THIS MEANS FOR OUR CUSTOMERS
We work transparently and communicate openly to our customers whether and how we use AI technologies in our customer projects. We therefore record information about the use of AI tools in a clear and understandable manner in our agreements and contracts and have also recorded it on our website and in our terms and conditions. On request, we work completely without AI support – that’s not a contradiction for us either.

We review all content before we share it – regardless of whether it was created with or without AI. If content has been created with the support of AI, we clarify whether and how usage rights can be transferred.

OUR PRINCIPLE: MAN BEFORE MACHINE
AI can be fast, versatile, and helpful. But in the end, it’s always the people who decide – about content, context, tonality and relevance. Our experts remain responsible for what we think, recommend, design and publish.

We learn something new every day – and we remain curious. Also to your questions.