Creating human-centered content in an AI-powered world.

[UPDATED July, 2026]

AI makes creative work more efficient. At Right On, we think of it like a digital intern who’s always at our side. This intern can help us gather information and brainstorm initial ideas. It can help summarize longer pieces of content. And it can serve as a pretty decent scribe during interviews and meetings. 

But like any intern, its work must always be checked and built upon. Its facts are often questionable or completely made up. And on many projects, it may not save us any time at all.

As an agency committed to bringing humanity, creativity, and quality to sustainability communications, we must identify the ways we’ll use AI—and the ways we won’t. The following principles and assertions will guide us as we work to build a mature and responsible AI practice.

HUMANITY: All external-facing content we create will come from humans, not AI.

AI has a role to play in the creative process, but it’s not a creator itself. That’s where the unique talents, perspectives, and insights of human creatives come in. With the growing backlash against AI-generated content, our commitment to human storytelling gives our clients a powerful competitive advantage.

EFFICIENCY: We will use AI to work faster and smarter—and to help our clients thrive.

We use AI regularly and look for new ways to incorporate it into our workflows—most commonly for research, as a thought partner, and to streamline everyday tasks. We have a responsibility to skill up on AI so we can provide our clients with the most efficient and effective solutions. As we learn more, we’ll adapt our processes accordingly—and share our knowledge freely with our clients, our team, and all our colleagues who are learning and growing alongside us

SUSTAINABILITY: We will consider the social and environmental risks of the AI tools we use.

With its environmental and social impacts in mind, we will do our best to use AI responsibly. We’ll also educate ourselves and our clients about the energy efficiency, copyright policies, and labor practices of the tools we use—while acknowledging that many AI tools do not readily disclose this information. We understand that our queries have a real environmental cost, and we will question whether a prompt is truly necessary and use lighter models when the task allows.

ACCURACY: We will carefully vet all AI-generated information and sources. 

Information and inputs our team gathers using AI will be treated like all other source material—every data point, quote, or resource will be carefully reviewed and vetted for accuracy, credibility, and relevance.

PRIVACY: We will protect client and customer data whenever we use AI.

We will not input any confidential client information, such as internal strategy, unpublished data, and other sensitive materials, into free or consumer-grade AI tools. We’ll also protect the privacy of the content strategy documents and creative briefs that we create for our clients.

We’re on this learning path together. 

We’ll continue to approach AI with an open mind, an eagerness to learn, and a collaborative spirit. In the days, months, and years to come, we completely expect to revisit and refine our thinking.