Our AI Principles, Part 3: We Work Openly With AI

For us, transparency starts with a simple sentence: “We used an AI tool here.” This could refer to a summary of a podcast that we created based on a transcript. Or a visual element that was created using an AI image generator. Sometimes we don’t mention it explicitly. For example, when a text has been structured using ChatGPT but has undergone extensive editorial revision. But even then, if you ask us, we won’t pull the wool over your eyes – we’ll give you honest answers.

Recently, a client asked us, “Did you do that with ChatGPT or write it yourself?” The answer was both. And that wasn’t embarrassing, quite the contrary. It became the starting point for a fruitful conversation about creative collaboration, new tools, and editorial craftsmanship.

For us, transparent use of artificial intelligence means one thing above all else: trust through clarity. When we use generative tools, we say so. Our texts and content are created through a combination of human expertise and technical support. That is exactly how we communicate it.

Where sensitive data is involved, we naturally obtain express consent. Our clients and partners can rest assured that with us, they always know where machines are helping and where people are calling the shots.

What We Do – And What We Don’t Do (Yet)

We use AI for:

• the structuring and editing of draft texts
• die Auswertung umfangreicher Dokumente
• brainstorming in the early stages of the creative process
• transcriptions and research

Not on the agenda: voice avatars or generated videos with artificial protagonists, because we want to tell stories about real people.

We also treat data-sensitive fields, such as those in the healthcare sector or certain investor topics, with particular caution. If a client explicitly does not want AI to be used, we comply with this request.

Between Efficiency and Responsibility

For us, efficiency is not an end in itself, but the result of good decisions. And good decisions require responsibility.

This responsibility begins within the team: in our training courses, exercise formats, and internal discussion rounds, we talk openly about opportunities, risks, and gray areas. Every use case is also a test of our values.

And it doesn’t end with the client: we hold personal discussions to agree on the areas where AI can be used and where it cannot. Here, too, listening is part of transparency.

Many of our clients appreciate our way of working precisely because they know that we work together with them as a team on an equal footing.

An Open System Without A Black Box

We don’t see our work with AI as a mystery game, but rather as an open system. Anyone who works with us is welcome to take a look behind the scenes at any time.

We don’t keep any tools secret, we don’t pass off content as “purely human” when it isn’t, and we don’t make promises that the technology can’t (yet) keep. Even if half of a text comes from ChatGPT, it still bears our signature. And our responsibility.

Especially in times of rapid technological developments, this form of openness is an offer of trust.

What Clients Can Expect From Us

When you hire us, you hire a team of real people with real convictions. We act thoughtfully and with a desire for innovation, but without a blind drive for progress.

We believe in the power of stories. And we believe that new tools such as AI have their place in this narrative, provided they are used responsibly.

We also used an AI tool for this text.