How we use A.I across our pipeline.
A.I doesn’t replace strategy — it removes the bottlenecks. Here’s where we use Claude, ChatGPT, Veo 3, Midjourney, ElevenLabs, Gemini and HeyGen in real production work, and where humans still do the work.
The honest answer to “do you use A.I” is: yes, every day, on every project. But not in the way most people assume. We don’t hit one button and a finished ad pops out. We use A.I tools the way the studio used to use After Effects plugins — as accelerators that a human creative still drives.
Here’s the actual breakdown.
Where A.I sits in our day-to-day
Scripting & ad copy — Claude and ChatGPT.
Both are exceptional at first drafts, alt-headlines and structural rewrites. We write a tight brief (audience, channel, hook, CTA) and we get back 10–20 variants in minutes. The strategist picks the strongest, sharpens it, and ships it. We use Claude for long-form (landing page copy, scripts, email sequences) and ChatGPT for ad headlines and hooks.
Storyboards & visual concepts — Midjourney and Claude Design.
Before a shoot we generate frame-style storyboards in Midjourney — not as final art, but as alignment tools. Clients can see the look and feel weeks earlier. Claude Design helps us prototype landing-page layouts and ad creative in the browser, fast.
Motion & short video — Google Veo 3 and Grok AI.
For background plates, B-roll inserts and short-form social variants we use Veo 3 and Grok’s video model. Generated clips usually need editing — pacing, colour, sound — but they’re a starting point we couldn’t have shot affordably otherwise.
Voiceover — ElevenLabs.
For ads in multiple languages, or for a lower-budget explainer where a full studio session isn’t justified, ElevenLabs delivers a voice that’s good enough to ship. For premium brand work we still book a real talent.
Avatars & presenters — HeyGen.
When a client needs a presenter on screen but can’t commit to a full shoot, HeyGen avatars are surprisingly usable. Disclosed clearly to viewers, they’re great for internal training and quick how-to content.
Account audits & analysis — Gemini.
Gemini is excellent at parsing a Google Ads account export or a GA4 dump and pulling the patterns. We use it for first-pass audits and to spot anomalies the human eye misses.
Where humans still do the work
Most of the work, honestly. A.I drafts; humans decide.
- Strategy. The brief, the channel mix, the hierarchy of messages, the tone — that’s a human decision every time.
- Direction & on-set craft. Lighting a face, blocking a scene, getting a usable performance from real talent — you can’t shortcut it.
- Editorial. The rhythm of an edit, the moment to cut, the music choice — humans still feel that better than any model.
- Final QA. Every output is reviewed by a senior producer before it ships. Always.
Why this approach beats “all A.I”
Pure A.I-generated content has a specific, recognisable feel — and audiences are getting better at spotting it. The brands that win are the ones using A.I to ship more, faster, while keeping the strategic and creative decisions firmly with people who’ve done the work for years.
That’s the line we sit on. Move fast with A.I, finish like a real studio.
Want this approach for your next campaign? Have a look at our Digital Agency page, or talk to us.
