How Ledesmith uses AI

Artificial intelligence tools are changing the way people work, including in PR and communications. We believe in being transparent about how we use them – and, just as importantly, where we don’t.

The short version

All strategy, creative thinking, and client-facing content at Ledesmith is produced by a human – Kirstie or a trusted freelance partner. AI is a research and efficiency tool that supports our work. It does not replace it.

Where we use AI

We use AI tools as part of my working process in the following ways:

• Research and analysis: gathering background information, summarising industry reports, and identifying trends and data points as a starting point for deeper research.
• Brainstorming and ideation: generating initial ideas and angles that we then develop, refine, and shape based on our professional judgement and knowledge of your sector.
• Administrative tasks: drafting internal notes, organising project information, and other behind-the-scenes tasks that help us work efficiently.
• SEO and AI visibility analysis: supporting keyword research, analysing AI search outputs, and tracking brand visibility across AI platforms.

Where I do not use AI

The following are always produced by a human:

• PR strategies and communications plans
• Media pitches and journalist correspondence
• Press releases, bylined articles, and thought leadership content
• Website copy, blog content, and social media content written for clients
• Client recommendations and strategic advice
• Campaign messaging and positioning

When we create content for your brand, it is written by Kirstie or a trusted freelance copywriter. We do not use AI to generate client-facing copy and then pass it off as human-written work. Your brand voice, your expertise, and your story deserve that level of care.

Why this matters

AI-generated content is increasingly easy to spot – by human readers and by the AI platforms themselves. One of the three pillars of AI visibility is authoritative, original content. Content that reads as though it was written by a machine does not build the kind of credibility that earns media coverage, impresses buyers, or gets cited by AI tools.

Good PR has always been built on human judgement: understanding what makes a story compelling, knowing which journalist will care, reading the room on a sensitive topic. AI can assist with the legwork, but the strategic and creative decisions that make the difference are human ones.

Our commitment

We keep up with developments in AI as they affect PR, communications, and brand visibility – it is a core part of what we offer clients through our AI visibility services. We will continue to be transparent about how we use these tools, and we will update this page as our practices evolve.

If you have questions about how AI is used in your project specifically, Kirstie is happy to discuss it. Email kirstie@ledesmith.co.uk

This policy is aligned with the CIPR’s guidance on the ethical use of AI in public relations.