As an agency for communication, branding 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 replacement for human creativity, but as a support that helps accelerate processes, open up new ways of thinking and achieve better results.
However, we see AI as a tool, not a magic machine. That’s why we have established rules to ensure the responsible use of AI, which we update regularly. These rules define what we do or don’t want to use AI for. At the same time, they ensure transparency for our clients, partners and other stakeholders.
Unless expressly requested by the client, we use AI in various phases of projects, for example
• for brainstorming and conceptualization,
• for research and market observation,
• for text suggestions, text variants or translations,
• for image ideas and visualizations (e.g. in mood boards or for campaign styles),
• for structuring complex content (e.g. from briefings or interviews), and
• for optimizing internal processes and workflows.
Important: No results leave our offices without being checked and, if necessary, revised or supplemented by our experts.
– ChatGPT
– Perplexity
– DeepL
– Miro
– Canva
– Midjourney
– Adobe Creative Cloud
– Freepik
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 use AI to create deepfakes, copy content or designs from others, or distort representations for marketing purposes.
We do not enter sensitive or personal information into open AI systems.
And we do not use AI where creative or strategic decisions should be made by humans alone – in other words, wherever attitude, responsibility and experience count.
We pay very close attention to what information we share with AI systems. As a matter of principle, we do not enter any personal or confidential data relating to our clients or partners into external AI tools. We only use applications that have passed extensive security checks and whose data protection standards are compatible with legal requirements such as the GDPR. We have also implemented additional security measures to protect the data used in AI applications against unauthorized access and misuse.
AI is developing rapidly. To ensure that we can handle it responsibly, we regularly train our teams – not only technically, but also with regard to legal, ethical and creative issues. Everyone who works with AI at our company knows this: It’s not just about ability, but also about classification. That’s why we encourage a critical approach to AI – and an open exchange about it.
We work transparently and communicate openly with our clients about whether and how we use AI technologies in our client projects. We therefore set out information about the use of AI tools clearly and comprehensively in our agreements and contracts and have also included it on our website and in our Terms and Conditions. On request, we can work completely without AI support – this is not a contradiction for us.
We check all content before passing it on, regardless of whether it was created with or without AI. If content was created with the support of AI, we clarify whether and how rights of use can be transferred.
AI can be fast, versatile and helpful. But at the end of the day, it is always people who make the decisions – about content, context, tone and relevance. Our experts remain responsible for what we think, recommend, design and publish.
We learn something new every day – and remain curious. Curious about your questions, too.
