Technology-Accelerated. Human-Led. Always Accountable.
AI is everywhere in our industry right now. New tools launch weekly. Everyone’s experimenting.
That brings opportunity – but also uncertainty.
This manifesto sets out where we stand.
It’s for our team, our clients, our partners, and anyone who works with MAJOR. It outlines how we use AI, where we don’t, and how we keep standards high as the tech continues to shift.
What We Believe
At MAJOR, we use AI as an accelerator - not an autopilot.
It’s here to stay. But it’s early. The ecosystem’s moving fast, and the tools are still finding their shape. That’s not a problem. But it is a risk.
When it works, AI sharpens our work. It helps us move faster, test ideas quicker, and spot things we might’ve missed. It should free us up from low-value tasks so we can put more time into thinking, strategy, and better decisions.
But if we’re not careful, it just adds noise. And we’re not in the business of noise - we’re in the business of clarity.
Anything built on AI needs to sit on solid ground. The moment hallucinated or inaccurate data creeps into a strategy, a brand, or even a slide - trust gets chipped. And trust is hard to win back.
So no, we’re not ignoring AI. That’d be like ignoring the internet. But we’re also not handing over the keys. It’s a tool. Not a collaborator. It doesn’t understand context, standards, or accountability - that’s our job.
We set the rules. We stay in control.
And if our name is on the work, we need to stand by it. If we can’t, it doesn’t go out.
Where It Fits (and Where It Doesn’t)
AI doesn’t replace skill. But it can support it - if you know what you’re doing.
We use it where speed matters and the stakes are low.
We avoid it where mistakes break trust, hurt quality, or water down the work.
✅ Good Use Cases for AI:
Where it adds value without risk:
Exploration & Research
Market scans, competitor reviews, desk research, industry trends
Client onboarding prep
First-Draft Thinking
Headline starters, name lists, rough code, layout ideas
Boilerplate copy, workshop prompts
Review & Critique
Spotting logic gaps, tone drift, bloat
Testing voice options, checking structure
Ops & Admin
Summarising transcripts, writing documentation, generating templates
In all these cases, the output is either disposable or directional. The judgement still belongs to us.
🚫 What AI Shouldn’t Touch:
Where the risks outweigh the benefits:
High-Stakes Accuracy
Financial calculations, legal disclaimers, compliance
Brand-Defining Work
Final copy, design, or strategy
Anything where our name or a client’s name is on the line
Sensitive Data
Proprietary, confidential, or client-specific info
Anything private, personal, or patient-related
If it’s tied to a brand, then it’s tied to reputation. And if reputation’s on the line, humans lead.
Why We’re Careful
AI brings speed, scale, and surface-level polish. But it also brings risk. And the biggest risks are the ones you don’t notice straight away.
Here’s what we’re watching:
Hallucinations - Confident tone, completely false information. Bad data in = bad decisions out. No matter how slick it sounds.
Model Drift - Models change. Outputs shift. That’s fine for side projects - not for serious work. You can’t build dependability on moving parts.
Content Pollution - We’re on the edge of an internet flooded with mediocre, AI-written everything. That’s a brand risk, a trust risk, and a quality risk. Long term, it poisons the well.
Security & Privacy - If you wouldn’t post it online, don’t put it in an AI prompt. Assume public until proven otherwise.
Hidden Costs - Token costs, compute spikes, platform lock-in. All of it adds up – especially when it becomes operational.
Overreliance - If people stop learning how to think, we lose our edge. And we’re not here to be average. We’re here to be sharp.
Brand Erosion - AI defaults to generic. If we’re not careful, everything starts sounding the same. Ours. Theirs. Everyone’s.
No Traceability - If you don’t know where something came from, you can’t stand behind it. And that’s not good enough.
How We Show Up
Everything MAJOR puts into the world must reflect our values: clarity, intent, and control.
We use AI where it brings real value, not novelty.
We lead the process - we don’t delegate our standards.
We’re transparent about where AI shows up and how we’ve reviewed its role.
AI may help shape the work, but it doesn’t define the standard. We do.
The Bottom Line
MAJOR is built on clarity-first thinking and performance-enhancing creativity.
We use AI to move faster, think sharper, and critique better - but never to replace strategic thought or human craft.
We don’t chase trends.
We don’t ship work we wouldn’t defend.
We don’t hide behind prompts.
We use AI like any other tool: with intent, accountability, and our eyes wide open.
Whether you’re a client, a collaborator, or just curious about our approach, let’s have the conversation. We’d rather be open than vague.
