What we mean by Artificial Intelligence (AI)
AI isn’t just a collection of dedicated tools. It’s shaping how we search, create, and interact with technology. And it’s evolving fast. Right now, the type of AI tools most relevant to our work tend to fall into two main categories (though the lines are already starting to blur):
Large Language Models (LLMs) – These process and generate text. They can answer questions, summarise meeting notes, transcribe audio, or help structure writing and code. Think of them as language assistants, helping to interpret and generate information on demand. Current examples are tools like Open AI’s ChatGPT and Google’s Gemini which is already integrated into Google search.
Generative Media – These tools create rich media from scratch — images, audio, music, even video. They can generate new visuals, replicate voices, or craft entirely synthetic content from text prompts. (Technically, LLMs fall under this too, as they generate written content.) Tools like DALL·E 3, Midjourney, and DeepBrain AI are examples of generative media models but there are many many more.
As AI develops, these capabilities are merging, with tools that can analyse, generate, and interpret across multiple formats. But no matter how powerful AI becomes, the question remains: how do we use it in a way that serves creativity rather than replacing it? That’s both the challenge and the opportunity.
Leap’s AI approach
It’s hard not to get caught up in the manic and somewhat panicked conversation around AI. From its environmental impact and murky copyright issues to the deeper philosophical questions about creativity, sentience, and societal evolution. Opinions are as abundant as the technology itself. Whatever the future holds, one thing is certain: AI is here, and it’s not going anywhere anytime soon.
So what does that mean for creative studios? Whether it’s formally integrated into workflows or used discreetly by a designer under pressure to hit a deadline, AI is already part of creative practice. It’s in our search engines, our software, and the tools we use daily — often in ways we don’t even notice. So, AI is becoming increasingly inescapable, but do we even want to escape it?
As a mission-driven studio, we don’t jump on trends and tech without careful consideration. AI presents vast opportunities, but its application must be intentional. The ability to generate anything, be anything, and say anything isn’t always useful — it’s the why and how that matters. If AI is a tool, we need to define its role, its limits, and the outcomes we want to achieve with it. To ensure it serves our values and not just our efficiency.
That’s why we’re setting out some guiding principles for how we use AI at Leap to make sure we add as much value for our clients as we can, whilst limiting positive progress being at the expense of the planet and our creative community. AI is not itself the future but what we do with it is.
AI Is a tool, not the talent
AI doesn’t think. It doesn’t care. It doesn’t feel. We do. AI will support our creativity, not replace it. Because great work comes from people — messy, emotional, brilliant people.
Better, together.
Leap will always discuss the use of AI with its clients, highlight when it can be used and the benefits it can have on the work. Leap will also give the option to opt out of specific types of AI tools and processes, and acknowledge how this may affect budgets and timelines.
Safety first.
Privacy and disclosure of confidential client information is of paramount importance. We will never use identifiable client data with tools that share that information or might use it to train their models (or any person that is not involved in the project either for that matter).
Use it with purpose or not at all.
We’re not here for lazy. AI should have a reason to be in the room. If it’s making us sharper, smarter, and more effective, great. If it’s just noise? Bin it.
Creativity over convenience.
The easy route isn’t always the best one. Just because we can automate doesn’t mean we should. AI will never be an excuse to cut corners and optimisation/time saved will be reinvested into the creative and services aspect of our client relationships.
Human first, always.
The best work, the best creativity doesn’t come from algorithms. It comes from people. We will always prioritise our relationship with our clients. Our AI usage will never replace the meetings, discussions and workshops that keep our services, work and insights grounded in real human relationships.
Mindful of the tech.
Generative AI is built on the hard work of the creative community we’re a part of. We will prioritise hiring the people for the outcomes we need where possible. There is also a need to safeguard against potential built-in bias of generated content, to question and interrogate what it tells us.
Looking for better ways.
We are aware that the benefits of AI come at a huge planetary cost, we will continue to find more sustainable alternatives and strive for the least harmful integration of AI.
We Learn, we share.
This space is moving fast. We’re not here to hoard knowledge or play it safe. We’ll experiment, push, break things, and share what we find.