How We’re Using AI at Creed to Work Smarter (Without Losing Our People-First Approach)

At Creed, we believe in building technology that works beautifully. This means combining creativity with disciplined process and execution. That same philosophy is guiding how we’re integrating AI into our business.

In just about every industry, the buzz around AI is loud. At Creed, we’re leaning into AI with intention, guardrails, and most importantly, with purpose. Here’s a look at how we’re using AI not to replace people, but to elevate them, while unlocking real business efficiencies in the process.

Our AI Philosophy: People-First, Value-Centric

We approach AI like we approach any other strategic tool: it’s not about chasing hype, it’s about solving real problems. For us, AI has three primary roles:

1. Amplify human creativity and effectiveness 
2. Streamline operational workflows
3. Unlock insights faster and smarter

But we’re clear about what AI is not: a replacement for empathy, vision, or the deep relationships that drive our work. We don’t believe in “AI for AI’s sake.” Every implementation must create tangible value for our team, our clients, or both. 

And because we work closely with our client partners–many of whom are in highly regulated spaces with sensitive data– we are cautious, careful, and sensitive to the tools, information, and processes we enable to safeguard their IP, data, and our work. 

Bringing Our Team Along for the Journey

At Creed, we know that the success of AI integration hinges not just on the technology, but on our people. That’s why we’re building a culture of AI fluency from the inside out.

• Access to the latest AI tools and product features that not only improve productivity, but allow team members to learn while doing.  The disciplines where AI is making the greatest impact within Creed include development, design, business analysis and optimization, and sales.
• A clear internal AI policy outlines expectations for responsible tool usage, including:
  • A software usage request and review process to evaluate AI tools before adoption.
  • Security and compliance vetting to ensure tools align with our values and client commitments.
  • A formal approval process for any AI-assisted work used in client-facing projects and deliverables, and only with prior client approval. 
• Interactive team demos showcase how we’re using AI across roles, from real-time wins to even the moments that fell short (as we all know AI is far from perfect!). These sessions keep everyone aligned on where the tech shines and where it still very much needs a human.
  
• Every Creed team member is encouraged and allocated time and credit for tools and training for their professional development. And to keep pace, we’ve encouraged more focus on AI-specific learning. Ongoing training ensures every team member, from designers to developers to strategists,understands how to use AI tools responsibly, creatively, and in ways that reinforce their craft.
  
• Open forums and feedback loops (via Slack, department meetings, and 1:1 meetings ) keep conversation flowing and ideas moving. We want our team not just to adopt AI, but to shape how we use it.

We’re not just experimenting with AI, we’re creating infrastructure and shared understanding around it. That clarity gives our team more confidence, and it gives our clients peace of mind.

How AI Is Helping Us Work Smarter at Creed

With a focus on our agency operations, we’ve started by focusing our AI efforts in areas that free up time, reduce friction, and enhance quality. Here are a few examples:

• Content Drafting & Iteration: Our content strategists use AI tools to accelerate early drafts for blog posts, metadata, and social copy. But nothing goes live without a creative human fingerprint.
  
• Meeting Summaries & Action Items: We use AI-driven transcription tools to capture discussions, surface key decisions, and automate task generation, so we spend less time recapping and more time executing.
  
• UX and Design Variation & Ideation: UX Researchers and Designers tap into generative tools to rapidly explore audience research, iterate on visual directions or create placeholder assets, giving them more bandwidth to refine and perfect the final creative.
• Development: AI development tools not only help our developers write code more quickly, but it helps with broader unit test coverage as well as interactive problem solving within the codebases.
• QA Workflows: From test plans and documentation, AI assists our development teams in catching issues early, without compromising our high standards. 
• Consultation for our Clients: Our partners are also navigating AI uses and applications within their companies. We’ve been proud to partner with several of our clients to help them consider AI governance, policies, and begin to apply these strategies to their applications and digital tools. 

Our Results, So Far

We’re seeing measurable benefits:

• Increased internal capacity for strategy and design
• Lower manual effort on repetitive tasks
• Better documentation and knowledge sharing
• But just as importantly, we’re creating space for bigger thinking, bolder ideas, and more meaningful collaboration.

At Creed, we see AI not as a shortcut, but as a strategic enabler, one that empowers our people, sharpens our operations, and creates space for even more meaningful work. By combining intentional experimentation with clear policies, transparent team engagement, and a relentless focus on value, we’re building an AI approach that reflects who we are: curious, disciplined, and deeply human. We’re still learning… but we’re learning together, and with purpose.

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