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AI + Us
If 60 years has taught us anything, it’s that nothing stays the same. Technology has always been a valuable tool for our business, but the advancement of artificial intelligence is a game changer — and it’s here to stay. At Swanson Russell, we’re excited about this new frontier and are eager to see how it will positively impact our processes, our product, and our people — for the better.
OUR EXCITEMENT ABOUT WHAT’S AHEAD
We’re embracing the future of AI and the possibilities it holds. We believe new artificial intelligence tools will give us access to information at unreal speeds and help us leverage it at an unprecedented scale. Our ongoing integration of AI will be a catalyst for sharpening our skills, allowing us to improve workflows and make strides in efficiency and effectiveness. We’ve already begun looking at how processes can be streamlined and ideation accelerated with the help of generative AI and machine learning — and we believe this is only the beginning.
OUR EXPECTATION OF HUMAN INTERPRETATION
But despite our optimism about this technology, it’s important to emphasize that artificial intelligence will not replace the vast expertise, emotional intelligence, and unique creativity we’ve been building for the last six decades. People have always been what makes Swanson Russell great, and those same great people will remain critical to our future. While generative AI will certainly provide accelerated outputs, it will remain the absolute responsibility of everyone at the agency to analyze, interpret and elevate all information these tools provide. And because text-based AI platforms generate information from infinite Internet sources, their responses can often be average, expected, and factually inaccurate. That’s why for Swanson Russell to remain on a path toward success, we should only be using generative AI as a starting point, an ongoing reference, and a litmus test for baseline thinking — not a replacement for what we do best.
OUR COMMITMENT TO CONTINUOUS IMPROVEMENT AND REGULATORY AWARENESS
We understand the real power of generative AI lies in our ability to combine its incredible outputs with our industry experience, disciplinary knowledge, and time-tested intuition — ultimately using it all to strengthen our relationships with clients while helping them strengthen their businesses. But what does this specifically mean for you? Many of you are already exploring and experimenting with new AI tools. We strongly support that curiosity and hungry spirit — and encourage you to share all experiences, apprehensions, epiphanies, and ideas in the #ai Slack channel and with your department head. As you utilize AI within your work, it’s important to be transparent with your internal teams. While there are currently no rules regarding the regulation of AI-generated content, the United States Copyright Office has already launched an initiative focused on the legal and policy implications related to artificial intelligence and our industry.
OUR CONFIDENCE IN SUCCESS
Suffice it to say, advancements in AI are happening fast and, as such, we will continue to monitor, test and evaluate new tools at the same pace. However, we will also remain steadfast about the things that have produced so much success for Swanson Russell over the years — and continue to grow our incredible expertise in the same way we always have: working side by side, day after day, with each other.