How our company values shaped our AI approach

As communicators, we’re a little obsessed with AI (and not just because we were told it’s coming for our jobs).  

We’ve dedicated countless hours to exploring, experimenting and executing AI strategies. But we won’t lie. 

When AI — specifically LLMs like ChatGPT — came on the scene, it was difficult to find a place to start.  

So, we did what we encourage our clients to do when navigating change — we let our values guide us.  

A company’s values are supposed to be its guiding principles, and at WordsFresh, ours shape how we think, create and make decisions.  

When we sum up our WordsFresh values, we say: 

“We are … “ 

• Solvers of problems 

• Curious 

• Optimistic 

• Reliable 

• Exceptional 

So, we keep those values in mind as we carefully approach AI’s challenges, opportunities and pitfalls. And we’ve found ways to make the most of the many, many options on the table — and stay true to what makes us human.  

Here’s how that all fits together. 

Solvers of problems

The laundry list of AI’s potential problems is a long one, ranging from privacy concerns to the creation of unstable robots with a grudge against humanity. We’ve decided to focus on the most pressing issues.  

Let’s break them down: 

Don’t leak your secrets 

If you’re using an LLM (large language model) such as Claude or the free version of ChatGPT to produce content for your company, be cautious. The information you’re sharing may not be private.  

In fact, it could be used to train global models used by others, including your competitors.  

Even if your company has an internal LLM, be careful with how / if you input sensitive information. Your interactions train the model, and that information could end up being accessed or referenced in a way you didn’t plan. 

Be suspicious 

AI tools like ChatGPT are confident. Really confident. Even when they’re wrong.  

If you’re using an AI tool for research, make sure to pick one that cites its sources. And when it does, double-check its answers.  

Beware of over-reliance 

This is one we don’t see a lot of folks talking about, but it’s something we’re passionate about at WordsFresh. It can be tempting to ask AI to write your content and copy/paste whatever it produces. The content sounds okay…right? And it saves you time! So much time!  

But pawning off your work onto AI isn’t just a time-saver…it’s a surefire way to get formulaic, cliché, snooze-worthy copy.  

Unless your goal is to crank out click-bait that will only be read by other bots, we recommend taking a more purposeful approach.  

Over-reliance can also interfere with clear thinking. You know that little voice in your head? The one that whispers all your best ideas? AI can make it feel irrelevant, but it’s never been more important.  

Don’t use AI as an excuse to avoid critical thinking.   

Curious

Keep up with the times 

New AI tools are launching every day. Literally. One of our writers subscribes to an AI newsletter that provides a roundup of new tools each week. This week, it mentioned 12 new tools. TWELVE.  

How is anyone supposed to keep up?  

The constant tumult can have any comms pro feeling overwhelmed. But here’s our advice: invest your time in learning the basics and home in on tools that seem especially relevant to you and your business goals.  

By focusing on a few key skills — say, prompting, conversational iteration and image manipulation, you can avoid overwhelm and equip yourself with the knowledge you need to operate any number of tools. That’s one of the things these companies don’t want you to know — a lot of their tools are practically identical. Especially LLMs.  

Blend tools 

You also don’t have to limit yourself to one or two AI tools. Once you’ve mastered some basic skills, you can combine tools to create what you need. It’s a little like baking. If you know how to make the batter and the frosting, you can assemble one delicious cake. (Mmmm…cake.) 

Optimistic

Stay on the bright side 

Nothing spreads quite like doom and gloom, which is why so many articles floating in the ether of the internet claim that AI is an all-seeing, all-knowing, eventual enemy of humanity. And while we’re not naïve, we’re choosing to stay positive about AI.  

Right now, AI is a helpful tool we can use as part of our creative thought process. Writing is thinking. When we write a prompt, we’re thinking through our problem and articulating it to someone …er … something else. When we analyze the tool’s response and pose follow-up questions / requests (conversational iteration), we’re also thinking. This approach keeps us in the driver’s seat where we belong.  

When AI is used correctly, it complements, not replaces, our very human skills. That’s something to be optimistic about.

Reliable

Set some ground rules 

One of the first things we did when Generative AI came on the scene was to create a set of Responsible AI Principles. This set of ground rules has served as our compass as we’ve explored the fascinating-but-fraught AI landscape. If you’re fairly new to this whole AI thing and you’re not sure where to start, this is the place.  

You can use ours for inspiration, of course.

Our Responsible AI Principles

Tools powered by artificial intelligence (AI) have the potential to revolutionize many aspects of  

professional communications. WordsFresh is committed to staying at the forefront of innovation and using AI tools for the benefit of the clients we serve. 

 The following principles will guide our way.  

1. We believe powerful creative and strategic work is rooted in human knowledge, professional instinct, experience, emotion and imagination. And we believe AI holds the potential to play a valuable supporting role. 
2.  In keeping with the WordsFresh core value of “Curious,” we believe in responsibly exploring new AI tools that can enhance the work we do on behalf of clients. 
3.  We believe all client NDAs are ironclad. We will not enter confidential client information or personal client contact information into any collective AI system without permission. 
4.  Our team members are accountable for the accuracy, integrity and originality of their work, even when assisted by AI.  
5. We believe in the power of language, images and videos to educate, influence and affect change. We will never use generative AI technology to deceive or spread misinformation or propaganda. 
6.  We will consult with our client partners and seek legal advice as needed whenever we have concerns about the application of AI.

Take AI for a test drive 

We also did our due diligence when it comes to which tools we use, and for what purposes. Lots of AI tools claim to be Oz the Great and Terrible, but it only takes one call to see that the wizard behind the curtain isn’t nearly as impressive as he claims to be.  

And lots of “branded” AI tools are just ChatGPT in a party hat. So, sign up for free trials. Ask hard questions. And consult with people who have made the rounds themselves (like us). 

Exceptional

For best results, just add humans. 

On its own, AI output is rarely, if ever, exceptional. At least when it comes to our field of expertise — high-quality communications.  

Exceptional stories and insightful strategies come from people. They spring from the well of our unconscious. They’re informed by our lived experiences and nuanced understanding of the world around us, including the businesses where we work.  

Your AI strategy, and everything you produce in partnership with AI, will only be exceptional if you keep people involved. Encourage them to never settle for AI’s first pass, or its second.  

Empower your team to challenge AI’s results, ignore its recommendations and scoff at its claims. Give them the time and space to think critically — the way only humans can.  

It will always be worth it.