ACROSS THE POND X AI

How We Use AI

Strategy

1

AI helps as a springboard, giving us inspiring start points that help us think in new ways. We can then research deeper and more effectively.

Tools: ChatGPT, Gemini, NotebookLM, Perplexity Pro, Springboards.ai

Uses: Summaries, sentiment maps, source checks and early idea shaping

Principle: Let AI widen our view while people make the final calls

Creative Development

2

We use AI as a brainstorming partner. It helps us push ideas, quickly test out visuals and then optimise, with stimulus. It also helps us spot what’s worth pushing and what isn’t.

Tools: Springboards.ai, ChatGPT, Gemini, Claude, NanoBanana Pro, Sora, Freepik, Midjourney, Veo 3, Runway

Uses: Images, storyboards, scripts, tone tests, moodboards and early concepts

Principle: Let AI stretch our imagination but never replace it

Filmmaking

3

We are having great fun with the flexibility AI now allows us in the edit. We can add in missing B-roll, add new backgrounds, extend shots, switch angles, add props and people… so many possibilities, and no need for reshoots. It gives us more creative options while still keeping the craft in human hands.

Tools: Runway Gen 2, Runway Aleph, Sora, Veo 3, Midjourney, Dall E, Imagen, Artlist, ElevenLabs, Adobe Firefly, FreePik, Weavy.ai

Uses: Pre visualisation, lookbooks, lighting tests, GenAI video in place of stock, sound drafts and experimentation

Principle: Use AI to open new doors while keeping our storytelling honest and human

Production and Product Management

4

One of the things we love most about AI is how it helps us bash through the boring organisational stuff, and so we can quickly get onto the more exciting strategic and creative problem solving.  

Tools: Gemini for Workspace, ChatGPT, Custom GPTs, Asana, Fathom, Otter, Granola

Uses: Scheduling, summaries, forecasting and action capture with consent

Principle: Support people so they can focus on the work that matters

AI helps us edit faster and with more precision. It also gives us more creative possibilities, always guided by an editor or artist.

Tools: Pencil, Veed, OpusClip, Runway Aleph, Adobe Creative Suite, Firefly, ElevenLabs, DeepL

Uses: Retouching, resizing, translation and adapting content for different platforms

Principle: Blend tech with craft to make better work, not automated work

Post Production

5

We do deep research with Gemini 3 around our clients business and business challenges to better match those with the solutions we offer.

Tools: ChatGPT, Gemini, Perplexity Pro, NotebookLM, Crystal Knows

Uses: Research, insight gathering and meeting summaries with consent

Principle: Use AI to deepen empathy, not to automate relationships

AI helps us move faster in planning and creating content as a starter for 10. Then it’s over to the human. CRM tools help us reach our customers with the right content at speed and scale.

Tools: HubSpot, Canva, ChatGPT, Gemini, Apollo, Zerobounce, Surfe

Uses: Drafts, idea tests and content reuse

Principle: Our voice stays human. AI helps us express it more clearly

AI helps us improve accuracy and transparency across the business. Managers find it helpful as a thinking partner for developing their team performance reviews. Operations teams use it to talk through new product options. All our legal work runs through an initial AI filter, ultimately enabling us to push paperwork through much faster.

Tools: Gemini, ChatGPT, Copilot, Synergist, HiBob, Xero, HubSpot, Joiin

Uses: Policy drafts, contract checks, forecasting, invoice and receipt capture, pattern spotting, financial analysis and goal setting

Principle: Use AI for clarity and efficiency, not shortcuts

AI helps with the day-to-day. It summarises, searches and tidies up the small things so we can focus on the meaningful things.

As storytellers of deep tech, we love NotebookLM to help us digest the most complex reports / white papers to make sense of it all. We’re also big fans of quizzing the Gemini transcript live during meetings.

Tools: Gemini for Workspace, ChatGPT, NotebookLM, Fathom, Otter, Granola, Asana AI, Google Workspace integrations

Uses: Internal docs, templates, meeting notes and repetitive tasks

Principle: Clear the clutter so we can get to the good work

Client Services

6

Marketing

7

Operations, Finance and HR

8

Everyday Productivity

9

Governance and Accountability

Across the Pond AI Playground:

We come together in regional teams to have a group ‘play’ to test all the latest tools in any given month, and then share across ponds and externally. Watch this space.

See our Guiding Principles

Director of Global Operations (Tom Dore): Leads our AI approach work aligned across teams

Heads of Department: Test tools, shape best practice and support their teams

Regional AI Leads: Pilot tools, document workflows and share learning

Everyone: Stay curious, follow the guidance and use AI responsibly

Our Guiding Principles

  • Everything we do is rooted in integrity, respect and responsibility. AI is part of that, not an exception.

  • We use these tools to make our work better and more enjoyable. They should never take the joy or meaning out of what we do.

  • A person checks every AI supported output. Nothing is shared without human judgment and accountability.

  • Trust is the base of our relationships. We use AI with care and openness, and never at the expense of honesty or authenticity.

  • Try things. Test tools. Share what you learn. Keep an open mind about new ways of working.

  • If AI plays a part in your process, say so. Be open with each other, with clients and with audiences when it matters.

  • Treat all AI tools as public spaces. Do not put confidential or personal information into them.

  • Use tools that have been reviewed and approved by our Operations team. If you want to explore something new, just check in first.

  • Some clients such as Google have their own AI policies. Know them, follow them and ask questions when you need clarity.

  • AI uses energy and resources. Use it with purpose. And remember that no system can replace lived experience or real diversity of thought.