We Work With AI (But We’re Also Watching It Closely)

AI is everywhere right now. It’s in the headlines, on our feeds, and increasingly in the tools we use every day. And for brands and marketers, it often feels impossible to avoid the conversation.

At Ramp, we’re not anti-AI. In fact, we use it. It can help us think faster, explore creative territories, and handle the repetitive tasks that free up human brainpower for deeper work. But we’re also not buying into the hype that AI is a silver bullet for every challenge brands face.

Because here’s the truth: AI can help brands move faster, but it can also erode what makes them unique.

At Ramp, we’ve experienced both. We’ve tested AI tools for research, writing, and creative concepting. In some cases, they’ve saved time. In others, they’ve raised new questions about originality, authorship, and alignment with our values.

That tension sits at the heart of how we’re approaching AI as an agency that’s deeply focused on purpose and brand integrity. We’re asking questions like:

• What does AI mean for our own sustainability commitments, and for the values many of our clients are working hard to uphold?
• How do we, and the clients we work with, protect creative originality in design, voice, and storytelling when AI can generate content in seconds?
• Is AI a smart tool to extend small teams, or does it risk replacing the next generation of talent and critical thinkers?
• Should agencies and brands be building clearer policies around how they use and disclose AI?
• How do we all move forward with intention, without losing sight of purpose or long-term trust?

These aren’t just philosophical questions. They’re real, practical decisions that today’s brand leaders are being asked to make (often without clear guidelines or benchmarks). At Ramp, we believe brands deserve a space to explore those decisions thoughtfully and transparently.

Over the coming weeks, we’re diving into the real implications of AI for purpose-driven brands:

• The environmental cost of AI and what brands, especially those committed to B Corp standards and sustainability goals, should be asking of their partners.
• The impact of AI on creative integrity, from visual design to brand voice.
• The ethical grey zones of using AI as a “junior strategist” or research assistant and why it’s not always the shortcut it seems.

This series is a look at how we’re approaching AI in our work with clients, collaborators, and within our own team. We’re asking questions, not claiming to have it all figured out.

If you’ve been navigating similar questions about environmental impact, creative integrity, or the future of strategy, we’d love to hear what you’re seeing. Join the conversation on [LinkedIn].

Photo by Cash Macanaya on Unsplash