Truss and AI:
adoption without abandoning soul
Charter for intentional AI use
At Truss, we see AI not as a replacement for creativity but as a tool that raises the brand bar. Anyone can now produce content quickly and cheaply—but real growth, loyalty, and category leadership comes from the layered, nuanced, conviction-driven work that only humans can create.
Creativity requires friction: the failed drafts, moments of doubt, and the empathy that comes from wrestling with what an audience actually needs. Skipping that process in favor of instant “answers” produces work that is technically correct but lacking soul, resonance, and texture.
This charter outlines how we intentionally use AI to enhance our work while protecting the integrity of our creative process, ensuring every project delivers originality, impact, and enduring value.
Our principles
AI is a tool, not a substitute for human insight, strategy, or judgment
We commit to preserving the “hard parts” of creativity: struggle, iteration, and empathy
Human perspective, vision, and even technical “flaws” are what give brands soul and enduring appeal
We use AI where it enhances efficiency, exploration, or insight
AI helps us:
- Generate multiple options quickly
- Prototype visuals and content concepts
- Automate repetitive tasks
- Conduct research and synthesize insights at scale
Human review and refinement remain central to all outputs
AI allows faster content creation, testing, and learning
Automation and synthesis stretch our resources so we can invest more time in high-value, high-impact work
Efficiency gains are not primarily about lowering fees—they free up budget to invest in richer storytelling, original photography, video, activations, and new channels
We disclose when visuals are wholly generated by AI
Example: “This image was generated by AI”
Our standard practice is already to disclose renderings. AI-altered or enhanced images fall under our existing disclosure for this practice.
Example: Image is an artist conception used for representational purposes.
Transparency builds trust with clients, audiences, and partners
Commodity content is invisible; high-value, human-led storytelling cuts through
We help clients use AI to:
- Drive discoverability
- Optimize for search and voice interactions
- Align efficiency gains with growth goals
Our commitments
We will use AI to accelerate exploration, testing, and synthesis, but never to bypass human judgment
We will ensure that every output reflects human insight, strategic intent, and brand soul
We will invest the time saved by AI into richer storytelling and higher-value creative work
We will be transparent about AI’s role in creative outputs
We will help clients use AI strategically to improve discoverability, insight, and growth
Our conviction
AI raises the brand bar—it does not lower it. When used thoughtfully, it allows us to work smarter, test faster, and explore further, all while preserving the human insight, creativity, and vision that make brands meaningful.