AI for the work. Humans for the art.
We use AI every day to run the business and build our tools. We also think your art, your story, and your voice should be made by people. This page is where we draw the line.
Where AI belongs
Business and assistants. Meeting summaries, automations, first drafts of business writing, the busywork of running a studio, and the everyday assistant jobs: managing a playlist, cleaning up an inbox, whatever you ask it to handle. We lean on it hard, every day.
Where it does not
Creative work meant to carry a human feeling: books, art, music, movies, a story told in your own words. We prefer it remain human-made.
Things we care about
We use AI every day, which is why we know it is wrong a lot.
Human creativity
Every draft you hand to a machine is a rep you didn’t take. Skill is built by doing the work, and it rusts when you stop.
Human collaboration
Work made alone with a model skips the friction of other minds, and the friction is where teams get sharp.
Authenticity
Generated work is assembled from everyone else’s. Passing it off as your own voice is a problem with a name.
No slop
Low-quality output, carelessly made, unfriendly to the humans who use it and unmaintainable by the humans who inherit it.
Getting it right
AI gets things done fast, including the wrong things. Speed without judgment just ships mistakes sooner.
“We treat AI like an intern: it drafts, we decide.”
How we actually use it
Wherever AI touches the work, it runs inside guardrails at every layer: standards, tests, and checks that apply no matter what did the writing. A person is often in the loop and always in charge. We assume the machine will sometimes be wrong, because it will be.
Our own guardrails
AI works inside our guardrails: our own engineering standards, written down, versioned, and enforced on every project, shaped by years of shipping production software at Amazon and Starbucks. That is why the work comes out custom instead of generic.
AI moves fast. People steer.
We use AI for a lot of the building. A person sets the direction, shapes the design, tests the work, and keeps the final say. If that balance sounds right, tell us about the project.