At EV, we always aim to use the best tools available to deliver excellent, strategic, and sustainable results for our clients. From design to SEO to project management, we carefully examine the platforms we use to create authentic and valuable marketing strategies.  

As part of this ongoing commitment, it’s important to have a future-focused perspective. Artificial Intelligence is transforming industries left and right, and we’re exploring the wide range of strategic advantages that it can bring to our services.  

At the same time, we also need to understand its inherent weaknesses and current challenges to use it effectively, without compromising the value we bring to our clients.  

How we’re using AI tools – a collaborative approach 

At EV, we firmly believe in the power of collaboration. This may be across our team, with our clients, or by using integrated tools. AI tools serve as valuable allies in our partnership with clients, empowering us to brainstorm, ideate, and refine strategies together. By combining human expertise with the capabilities of AI, we can bring you more value, faster.  

How we’re using AI: 

AI tools and content 

Text generation tools can be used as a creative launchpad, as well as a valuable tool for SEO. Very quickly, we can experiment with ideas, brainstorm title or blog ideas, or uncover more efficient keywords and domains to target. They can also be used to conduct online research, giving our assets another pool of information to draw from. 

Creating content plans

Our content team and Account Managers use the marketing strategy, audience and market research, best practice, and your insight to develop marketing activity plans. We may use AI tools during this process to suggest topics or themes we may not have explored. If we do, we verify each relevant suggestion with our own research before integrating it into the plan.

Creating content briefs 

Our content teams create detailed briefs, including titles, audience, key messages, and questions (amongst other strategic categories) for each content deliverable in your plan. We use our own research to inform this process as standard.

On top of our traditional tools, we may use AI tools to suggest additional topic ideas, titles or interview questions which we would use as a creative starting point. Anything generated by AI would have its credibility, effectiveness and relevance checked using our other tools and research.

SEO content

Our content teams perform SEO research to determine primary keywords for SEO strategies, cluster topic keywords for a written piece, and to analyse and optimise written pieces. We use SEO-specific tools to support this process. 

We may use AI tools to suggest potentially relevant keywords we may not have explored. Once again, this would be used as a starting point for research in our SEO tools, where we can verify the quality of these keywords. 

AI tools and design  

For our design team, there are an array of emergent AI software tools which can be utilised to improve creativity and productivity. While text generation tools can be used to brainstorm initial concepts and ideas by inputting your research and learning, imagery-based tools like Midjourney can help kickstart that creative project by providing a fresh lens to spark inspiration.   

Specific AI tools can be harnessed to streamline the creative process and liberate our creative team to focus on the crucial aspects of a project. Leveraging AI tools can help us to quickly explore different marketing concepts, stylistic choices, branding opportunities, and more, while using everyday language. Able to quickly analyse and compare a variety of visions and possible directions to pursue, we’re confident that these tools can bring the efficiency and intuitive applications needed to amplify our creative team’s expertise. 

Awareness of AI challenges 

While we recognise that AI tools offer tremendous potential, we also understand that it’s important to be mindful of the challenges they present.  

Lack of insight 

One such challenge is the lack of brand or industry awareness. Ingesting data from online sources, AI tools are unable to bring the insight gained through valuable experience – instead, they’re limited to repeating knowledge and content previously published. 

What’s more, some tools only hold knowledge of events up to 2021, they can’t always produce up to date results or replicate the insight of people with experience. As a result, we combine our deep industry knowledge with AI-generated insights to ensure that what we develop reflects your expertise appropriately. 

Poor quality of output

While AI tools can provide users with information on almost any topic, the quality of output still falls short of what’s needed to rank on Search Engines. These engines prioritise E-A-T content (content that is backed by expertise, authority, and trust), which is something that AI tools are unable to create. With no provenance behind responses, it’s hard to verify or trust claims made in AI-generated content, while some tools have even been known to falsify answers, misleading users when pressed – creating non-existent references or quotations.

What’s more, as these tools rely on previously analysed content to generate responses, it’s very unlikely that your content will be anything new, engaging, and enjoyable to read.

Being mindful of bias 

AI tools use internet data as a base to be trained on, meaning that it may take on the biases or inaccuracies present in the source material, or misunderstand it to give users the wrong information. We’re fully aware of this, and we are making sure to exercise caution whenever we turn to AI tools. We always verify information with reliable sources to ensure that what we deliver for you is accurate, reliable, and valuable.  

Why we won’t use AI to draft on our behalf 

We understand the importance of creating authentic content designed to truly resonate with high-level readers, and we always want to create quality content that showcases honesty and expertise. That’s why we’ll never use AI tools to write content itself. Instead, we’ll stick to using it as a creative launchpad for our ideas, allowing us to access a wide range of perspectives and options at once to find the most impactful piece to move forward with.  

However, for all these applications, we will always cross-reference results with additional tools, making sure that any data used is accurate. 

Where we do not use AI:

• We do not use AI to generate brand strategies 
• We do not use AI to generate content or marketing plans 
• We do not use AI tools to write content 
• We do not use AI tools to write social posts 
• We do not make any decisions based off AI alone without independent verification 

We’re committed to delivering excellent results 

We pride ourselves on being dynamic, innovative, and aware of the latest industry opportunities. That way, we can continue delivering the best possible results for you.  

As these AI tools evolve, we will continue developing how we can use them to their advantage, while remaining aware of any potential risks.  

If you have any further questions on our AI policy, don’t hesitate to get in touch.  

– The EV Team