Our motto is: ‘Human expertise supported by smart tech solutions.’ This means that we are constantly integrating new technologies, both to automate processes and to support creative work. Through smart prompts, we also deploy Generative AI, such as ChatGPT, for basic text generation, text analysis and preparation, and fine-tuning of content briefings. All this not only based on human in the loop, but above all human in the lead. This is how we ensure that both our customers and ourselves benefit from the many advantages that AI developments bring – and how we guard against the pitfalls.