How and when we use AI

Since the middle of 2025 two the web design industry has changed significantly and rapidly with the developments in Artificial Intelligence (AI). With so many more possibilities available we believe it's important to understand how we as a development studio use AI.

A human-first approach

Although we are starting to adopt AI usage in certain parts of our developmental process, our fundamental guiding principle is to ensure that, at all times, all of our work is guided by human hands.

What we will never do is simply use AI to do our work for us from start to finish.

Why use it all?

The simple fact is that AI is extremely powerful in making light work of what would traditionally take many hours of labour. AI can speed up certain repetitive or labourious tasks such as data import and formatting, quickly mapping out a site structure and verifying what we have produced for a particular perspective (such as accessibility or SEO).

By adopting these technologies ourselves it allows us to gain better insight into not just how they can be used but how they can be understood in order to make our sites better. The more everyone uses AI, the more important it is that a website can appeal to LLMs.

By simpifying and enhancing existing processes which we have aways used it allows us to pass on the advantages it brings to our clients.

So what is the purpose of your "Human Crafted" badge?

The badge is something that we believe is going to become more and more required over time and it's a signal that we take pride in the fact that we aren't just handing over our work to LLMs to do for us then claim it as our own.

It establishes clearly that there will always be a human behind everything that we produce – creating, guiding and reviewing every step of the way.