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AI use

USING AI AT FOLLOW RED
As an agency specializing in communication, branding, and experience design, we’re always on the lookout for new, smart ways to efficiently bring creative ideas to life. Artificial intelligence (AI) opens up new possibilities—not as a replacement for human creativity, but as a tool that helps accelerate processes, open up new ways of thinking, and achieve better results.

For us, however, AI is a tool, not a miracle machine. That’s why we’ve established guidelines to ensure the responsible use of AI, and we update them regularly. These guidelines define what we intend to use AI for—and what we won’t. At the same time, they ensure transparency for our customers, partners, and other stakeholders.

HOW WE USE AI
Unless expressly excluded by the client, we use AI in various phases of projects, for example

  • in brainstorming and conceptualization,
  • in research and market analysis,
  • for text suggestions, text variations, or translations,
  • for image concepts and visualizations (for example, in mood boards or for campaign styles),
  • to organize complex content (such as from briefings or interviews) and
  • to optimize internal processes and workflows.

Important: No result leaves our office without being reviewed and, if necessary, revised or supplemented by our experts.

CURRENTLY, WE USE THE FOLLOWING AI TOOLS, DEPENDING ON THE TASK:

  • Long Dock
  • Perplexity
  • DeepL
  • Miro
  • Canva
  • Midjourney
  • Adobe Creative Cloud
  • Magnific

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

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

We do not copy content or designs from others, nor do we distort images for marketing purposes using AI.

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

And we don’t use AI in areas where creative or strategic decisions should be made solely by people—that is, wherever attitude, responsibility, and experience matter.

DATA PRIVACY IS OUR TOP PRIORITY
We take great care in determining what information we share with AI systems. As a general rule, we do not enter any personal or confidential data belonging to our customers or partners into external AI tools. We use only applications that have passed extensive security audits and whose data protection standards comply with legal requirements, such as the GDPR. In addition, we have implemented additional security measures to ensure that the data used in AI applications is protected against unauthorized access and misuse.

WE LEARN TOGETHER—AND CONTINUE TO LEARN
AI is evolving rapidly. To ensure we can use it responsibly, we regularly train our teams—not only on technical aspects, but also on legal, ethical, and creative issues. Everyone who works with AI at our company knows: It’s not just about technical skills, but also about putting things into context. That’s why we encourage a critical approach to AI—and open dialogue about it.

WHAT THIS MEANS FOR OUR CLIENTS
We operate transparently and communicate openly with our clients about whether and how we use AI technologies in our client projects. We therefore clearly and comprehensively document information about the use of AI tools in our agreements and contracts and have also included this information on our website and in our Terms and Conditions. Upon request, we can work entirely without AI support—and we see no contradiction in that either.

We review all content before sharing it—regardless of whether it was created with or without AI. If content was created with the help of AI, we determine whether and how usage rights can be transferred and whether appropriate attribution is required.

OUR PRINCIPLE: PEOPLE BEFORE MACHINES
AI can be fast, versatile, and helpful. But ultimately, it’s always people who make the final decisions here—regarding content, context, tone, and relevance. Our experts remain responsible for what we think, recommend, create, and publish.

We learn something new every day—and we remain curious. We’re also curious about your questions.