AI is showing up in almost every part of how businesses work, including how websites are built, maintained, and marketed. Many of our clients are experimenting with it, and so are we.

We thought it would be helpful to share how we are using AI, and perhaps more importantly, how we are not using it. We use AI where it saves time or helps us do better work, and we rely on experience and human judgment where it falls short.

Website Security and Code Review

We use AI to support the technical side of maintaining your website. It helps us run additional security checks, review complex code, and spot potential problems that could be easy to miss, such as outdated components, vulnerabilities, or code that may slow a site down.

AI is very good at working through large amounts of code quickly, which lets us find issues sooner. However, it does not always get things right. It can flag problems that are not really problems, or suggest fixes that would cause new ones. Every finding is reviewed by our team before any changes are made to your website.

Content

AI can help us get a first draft started, organize information, or work through ideas. However, it rarely produces a finished product.

We edit, rewrite, fact-check, add what is missing, and remove what does not make sense. Most importantly, we make sure it reflects your company and the people you are trying to reach. The AI gets us started, but the finished work still needs a human touch.

Analytics and SEO

We have built our own AI tools to review website analytics and search data. They quickly work through large amounts of information, spots trends, and suggests topics that could help a website attract more search traffic. Work that used to take hours now takes a fraction of the time, saving our clients both time and money.

Those suggestions are a starting point, not a plan. We review each recommendation to decide whether it makes sense for your business, your customers, and your goals. Some ideas are worth pursuing. Others look good on paper but would bring in the wrong visitors or do not fit what you actually offer.

Used this way, AI helps us find opportunities faster, while people who understand your business still make the decisions about what to write and why.

Marketing Strategy

This is where we have found AI to be much less useful.

Much of what AI learns comes from large B2C companies with big marketing budgets. It does not always understand the realities of B2B marketing, specialized industries, or companies that need to get a lot done on a limited budget.

A good marketing strategy requires understanding the business, its customers, its industry, its competition, and what is realistic for the available budget. That kind of judgment still takes experienced people, and AI cannot do it for you.

Images

AI is a helpful tool for working with images that already exist. We use AI in Adobe Photoshop to retouch photos, remove unwanted elements, and make other adjustments. We have been doing this for years, with varying levels of automation.

We are much less comfortable using AI prompts to create original images for clients. There are still too many open questions about where AI-generated images come from and what rights exist to use them. We would rather not puts our clients in a position where an image on your website creates a copyright or usage problem.

Website Design

We have also experimented with using AI to design websites. It can produce something polished very quickly. The problem is that the designs tend to look alike, with the same layouts, sections, and visual treatments. There is usually very little that makes the design specific to the company.

AI also tends to ignore existing branding. Even when it is given a company’s logo, colours, and style guidelines, it often drifts toward its own ideas of what looks good. Your brand has been built over time, and your website should reinforce it, not reinvent it.

More importantly, good website design is about more than appearance. It means understanding how people will use the site, what they are looking for, what information they need, and what will encourage them to take the next step. That is where we still rely on experience and human judgment.

So, Where Does That Leave Us?

AI is a useful tool, but it is just a tool. It saves us time, helps us develop ideas, handles some repetitive tasks, and helps us build better tools for our clients. It also produces some remarkably unhelpful answers.

Our approach is to use it where it makes sense, review everything it produces, and rely on our own experience to decide what actually makes it into your work.

In other words, AI is a tool in our toolbox, not a replacement for the people using it.