At Twig, AI is a practical part of how we work — sharpening ideas, speeding up delivery, and helping us do smarter, better comms.
But like any tool, it’s only as good as the hand that wields it. So, here’s a look under the bonnet: the tools we use, how we use them, and how we make sure they reflect our values, and put our clients first.
Our top AI tools
Canva AI – design, streamlined
Features like Magic Resize and background tools help us build fast, effective visual assets – cutting down on design time. But it’s still our people who guide the creative – ensuring every asset is on-brand, audience-aware and fit for purpose.
Otter.ai – Transcription, on tap
A 90-minute workshop becomes searchable notes in minutes. It saves hours — but not judgement. We still check, clarify and interpret, because nuance can’t be automated. For our account management, this keeps time down and productivity up.
ChatGPT Pro – ideas and sound boarding
From kicking off a first draft to stress-testing structure, AI helps us work faster. But every output is refined by our team — for tone, truth, and that distinct Twig sharpness. There is no replacement for having been in the field with a farmer, listening to what they said, how they said it and seeing their farm to understand the world they live in. AI can’t deliver on this experience, and it can’t read a room.
Where AI adds value
Speed: Quicker first drafts, faster asset development
Scale: Easier content repurposing and searchability
Sparks: Fresh perspectives when we hit a creative block
Accessibility: Tools that democratise design and content
Where we stay cautious
AI can introduce bias, overlook nuance, and – if left unchecked – damage trust. That’s why we treat it as the assistant, not the author. Scepticism in AI is alive and well in Twig, as much as it is in other areas. We share what works well, but we also share where AI has flopped. As a team we train each other and keep our values at the heart of how we use it.
Our AI use policy
Published in July 2025, our AI policy follows the CIPR’s Venice Declaration – the global standard for responsible AI in communications.
Clients can expect:
No raw AI outputs
No client data fed into public AI tools
Human oversight on all outputs
Rigorous checks for tone, accuracy and fairness
AI helps us move faster — but it never replaces judgement, creativity or integrity. We use premium, secure AI platforms to protect our data, and our clients’.
Why trust matters — in comms and in farming
Consumers can’t trace every step of the food supply chain. They rely on farmers, suppliers and retailers to act responsibly, ethically and transparently.
AI works the same way. Clients and audiences can’t see every keystroke or every model we use. But they can see our values:
Honesty — about what AI can and can’t do.
Quality — human oversight on every output.
Forward thinking — embracing innovation without losing common sense.
Ethics — aligning with B Corp standards, fairness and responsibility.
Why clients care
Everyone’s testing AI. Everyone’s got an opinion. But when reputation is on the line, clients want more than novelty — they want assurance.
They want to know we’re curious, not reckless. Strategic, not just speedy. And ready to guide them through the same choices we’re navigating ourselves.
The Twig approach
Use AI where it helps. Challenge it where it falls short. And stay transparent at every step.
Because trust isn’t built by hiding the process. It’s built by sharing it — clearly, ethically and with confidence.
And that’s what we’ll keep doing.
Ready to get started?
Drop us a line – our team can’t wait to talk to you about your next steps with Twig.
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