My AI philosophy & guiding principles.

My core philosophy: AI as a strategic assistant.

I believe that transparency around the use of Artificial Intelligence is essential for building trust. My approach to AI is simple: I use it as a powerful strategic assistant, not as a replacement for human creativity, critical thinking, or strategic insight.

I understand and share the concern that AI can strip the soul from marketing. My work is guided by the principle that AI is a tool to handle the heavy lifting, like initial data analysis and research, which frees up our time and budget to focus on what truly matters: understanding the nuances of your audience and developing a creative strategy that connects on a human level.

How I use AI in client projects

When working on your project, I leverage AI to enhance efficiency and effectiveness, not to dictate strategy. My 'aha' moment with these tools came when I discovered they could increase my productivity by over 60% without ever changing the quality or soul of the work.

My primary uses include:

  • Deep research & data analysis: Quickly synthesising publicly available market data and competitor information to uncover initial insights.

  • Brainstorming & idea generation: Exploring a wide range of creative angles and campaign ideas at the start of a project.

  • Execution mapping & outlining: Structuring complex plans and creating initial outlines for reports or content calendars.

  • Efficiency for repeatable tasks: Using AI to help with tasks that are foundational but time-consuming, allowing me to focus my time on high-level strategy for you.

My ethical commitments

My use of AI is governed by a strict ethical framework to protect you, your brand, and your customers.

  • Human oversight is non-negotiable: Every AI-generated output is treated as a first draft. It is always critically reviewed, fact-checked, edited, and refined by me to ensure accuracy, quality, and alignment with your unique brand voice.

  • Your data is sacred: Your data privacy is paramount. My AI tools are always configured with the highest privacy settings, ensuring your information is never used to train wider models. If you have specific data you would prefer I do not use in my AI-assisted workflow, I will always honour that request.

  • I am the strategist: AI is a powerful tool, but I am the experienced marketer driving the project. The strategy, creative direction, and final decisions are always human-led, guided by my 15+ years of experience.

Our partnership

My commitment is to use the best available tools to deliver the best possible results for you. By using AI thoughtfully and ethically, I can deliver high-level strategic work more efficiently, ensuring your investment is focused on the creative, human-centric parts of marketing that truly drive growth.

Use of AI on this website

This website does not use any AI-powered chatbots or other front-end AI analytics tools. The content on this site, from the copy to the case studies, was developed by me, Sophie Goodall. AI tools were used during the brainstorming and outlining process to help structure ideas, but all final text is written in my own voice.

Let’s build your growth, with AI, together.

My approach is collaborative, hands-on, and focused on results. If you're a purpose-driven founder obsessing over growth but not sure how to get it, I'd love to hear your story and help.