At Touchline, we believe in responsibly harnessing the enormous potential of AI. Of course, AI tools don’t replace the specialist skills of our team. Instead, they help to maximise our effectiveness and efficiency, and mean we can deliver increased value to our clients in the same timeframes.

How we use AI for editorial tasks:

We’ve looked far and wide when it comes to generative AI writing tools – after all, it’s important to check out the competition. Ultimately, we don’t believe AI can create the authentic, original, storytelling content that’s at the heart of what we do. We have a brilliant editorial team and any written content we deliver to clients will come from them, not ChatGPT.

Currently, we use AI tools for proofreading support and an extra layer of quality assurance – for which it’s really useful – and occasionally to get the ball rolling during brainstorming sessions. At the request of clients, we sometimes incorporate AI tools into the editorial creation process in specific ways.

How we use AI for design:

Our design team has also tested a broad range of AI tools and some of them have made their way into everyday use. In our experience, the result of using AI design tools is only as good as the designer working with them; everything relies on the human behind the prompt.

We see AI design platforms as simply another tool in our toolkit, alongside traditional tools like Photoshop and InDesign. Examples of ways we integrate design AI tools include changing the style of an illustration or generating a simple image that we’ll then alter and build upon in another programme.

The core principles of our AI use

Clear communication:

We believe in demystifying AI magic by providing our clients with a clear understanding of how these technologies enhance our collaboration and how we’re planning to use them on a project.

Due diligence:

We closely review the terms and conditions of every tool we use to ensure it aligns with our values.

Data privacy:

Safeguarding client privacy is integral to our approach. We handle sensitive data with meticulous care. We don’t input any confidential information into AI tools and only use tools with strong privacy and security controls.

Client benefits:

We’ve always been proud of our client-centric approach and we’ve found that strategically embracing AI in defined ways can translate into tangible benefits for our clients. Leveraging the power of AI for everyday tasks allows us to unlock new efficiencies and get time back for creative exploration.

The human touch:

We will never cut the human out of the loop when it comes to AI-enhanced content – as described above, we use it to support the skills of our team rather than replace them. We’re aware of the risks of using generative AI tools, such as factual inaccuracies, plagiarism and inherent bias. Anything generated using AI (at any point in our production process) will undergo thorough human review and editing, such as source-checking, brand guidelines alignment and quality assessment.

We commit to regularly reviewing this approach to ensure we remain in line with the ever-evolving AI landscape and emerging regulatory landscape.