At de Novo Marketing, we believe that human creativity is the secret sauce behind truly unforgettable marketing. It’s how we cook up brands, sites, concepts, and campaigns that don’t just get noticed; they stick with you. And in today’s world, we embrace AI not as a shortcut, but as a smart, curious partner that helps our human ingenuity shine brighter.

Our approach to AI is all about keeping things refreshingly meaningful, always original, and totally aligned with how we do things here.

1. Human Creativity: Our North Star

We’re here to craft work as unique as your fingerprint. While AI can definitely lend a hand with the heavy lifting, the big ideas, the heart, and the magic? That’s all us. AI can help us get there faster, but the strategic sparkle, the emotional punch, and the groundbreaking concepts that make de Novo work will always come from our Collective Creative. Think of AI as our super-smart assistant, helping us clear the path so we can focus on what we do best: creating original, impactful work.

2. Quality Control: Humans Make the Decisions

AI can make mistakes, produce sub-par results, and cause confusion. All work generated with AI should be disclosed internally so that it may undergo additional scrutiny, fact-checking, or proofing to ensure we are producing accurate materials.

3. AI as a Smart Partner: Smarter, Faster, Freer to Create

We see AI as a powerful ally that makes our process smoother and our results sharper. It’s about being more efficient so we can be more effective. Here’s how it helps us deliver refreshingly meaningful results:

• Digging Deeper, Faster: AI can dive into data and trends way quicker than any human. That means we get thorough insights faster, making our strategies even more on point.

• Smarter Tools, Better Outcomes: It helps us fine-tune the technical bits of our work, from optimizing ad campaigns to managing all the tiny details and organizing data, so our execution is effective.
• Making Space for Inspiration: AI can handle the repetitive tasks that eat up time that can otherwise be spent further developing creative. That frees our team to dig into complex challenges, brainstorm big concepts, and push the boundaries of what’s possible.

AI might inspire, but it never dictates our creative process. Our true creative development is where originality happens. Remember: AI has trained on everything that has happened before. Through lived experience, creative ingenuity, and a focus on humanity, we ideate and create the future.

4. AI Curious: Everything is Changing, and We Evolve With It

We’re naturally curious about everything that can help our clients win. That means staying on top of AI’s evolution, playing with new tools, and discovering how these technologies can unlock fresh opportunities for growth and truly original solutions in marketing. We’re always asking, “How can this make our work even more meaningful?”

Our “AI curious” mindset means we’re all about using AI to:

• Analyze: Get super clear on what the data’s telling us, so our strategies are grounded in real insights.
• Automate: Take those tedious, time-consuming tasks off our plate, so we can focus on the fun, creative stuff.
• Grow: By assisting with analysis and automation, AI frees up our Collective Creative to do what they do best: strategize, ideate, build healthy and strong client relationships, and deliver breakthrough creative that pushes the creative envelope—helping our clients stand apart from their competition, rather than blend in.

6. Keeping It Private: Security First, Always

Our client data is our business, and keeping it safe is our top priority. We’re super careful about the AI tools we use, making sure they:

• Don’t learn from proprietary data: We only use AI that promises not to train on any of the data we upload. Our clients’ proprietary info stays private.
• Keep things confidential: we don’t upload proprietary customer or de Novo data to public models. For data that is already in the public domain, we still exercise caution.

The AI Taskforce should be asked to review programs downloaded to your computer. If you are questioning the security of an application or use case; ask the task force!

7. Ethical Use: No Fluff, Just Truth

Honesty and integrity are at the heart of de Novo. When it comes to AI, that means we’ll never use it to generate anything that:

• Misleads or is False: If AI kicks out an idea, it goes through our human truth-detector first. Always.
• Does not meet our creative standards
• Violates intellectual property rights or causes ownership, licensing, or copyright/trademark issues.
• Makes Over-the-Top Promises: We keep it real. AI won’t make us say anything we (or our clients) can’t genuinely deliver.
• Goes against our ethics: We uphold our standards of fairness and transparency — delivering unbiased outputs and refusing to engage in unethical targeting.

8. Responsible AI: It’s Our Planet, Stupid

We’re not just thinking about refreshingly meaningful marketing; we’re also thinking about our impact. We know AI can be a big energy user, so we’re committed to choosing tools that:

• Deliver the Goods: They have to perform at the top level for our clients.
• Are Energy Smart/Incorporate Climate Impact Goals: We are aware of and seek tools that are committed to using fewer resources.

By sticking to these principles, de Novo Marketing can harness the power of AI to create even more innovative, efficient, and refreshingly meaningful marketing solutions, all while championing the irreplaceable value of human creativity and our unwavering commitment to ethical practices.