AI does the volume. People do the judgement.

01Where AI helps

• First drafts and early concepts, so we can explore more routes before choosing one
• Adapting a key visual across sizes, formats and languages
• Consistency checks against your brand rules before work goes to review
• AI imagery built from real photography, keeping the building, room or product true
• The tools and automations we build for teams (see the Lab)

02What AI never does

• Final sign-off. A senior creative director approves every piece before it ships
• Legal, compliance or regulatory claims
• Prices, payment plans, availability or anything else a buyer relies on
• Anyone's real likeness without their permission

03Property imagery stays honest

AI is not used to invent views, amenities, finishes or surroundings a development does not have. AI images of real places are never passed off as photographs, and anything showing what is not built yet is labelled as a visualisation, in line with your approved marketing rules.

04Your material

Your files are used only for your project. Confidential material goes only into business-grade AI services whose terms say customer data is not used to train their models; we do not put it into free consumer tools. Ask, and we will tell you which tools touched your project.

05Rights and ownership

You own the final work once it is paid for. For AI imagery we use tools whose terms allow commercial use, and we do not imitate living artists or other brands' work.

06Tools we use

Language models including Claude, Gemini and Groq for writing, checks and the tools we build; image models chosen for each project and named in your scope. The list changes as tools improve; the rules on this page do not.