What AI can support, and what it can’t replace

I have spent more time learning about, testing and thinking about AI than I ever planned to. For client work, for my own projects and through CPD. In my soon-to-be-launched Swedish art project, Fulordsarkivet, AI is part of the concept through a digital co-worker, the archivist Amandus. He is both highly excited and deeply sceptical about the times we live in. Sceptical even about AI.

A bit like me, really.

I am genuinely curious about AI and its possibilities in medicine, accessibility and fairness. I am interested in how it can spark creativity and make time for more human stuff. But I am also concerned, for many reasons. Representation is one of them.

Did you know that only 22% of AI professionals are women? And because what goes into AI affects what comes out of it, representation matters. That is one reason I keep learning, testing and exploring what AI can and cannot do.

So I gave myself an assignment: to write an AI policy for Antonell Media. Partly to sort out my own thinking, and partly to be open with clients about where I stand, how I use AI and where I draw the line.

The difference between using a tool and letting it run the show

AI is everywhere right now. And while much of the industry seems to be rushing to adopt every new tool, the reality is more nuanced.

My clients generally fall into three camps: those who embrace AI fully, those who want the work kept clearly human, and those who, like me, use AI for productivity but not for the creative parts such as tone of voice, cultural adaptation and final wording.

All these approaches are valid. But they all require the same thing: being open about what is used, when and why.

AI in my process, and what you’re paying for

First things first: I always follow your lead. If you have an AI policy, I follow it. The client determines the rules.

If you leave the decision to me, I use AI selectively and only when it serves a clear purpose. It can help me reach a better starting point faster, and it is useful for tasks like admin, structure, consistency checks, background research and getting an overview. 

But AI does not replace the writing, translation or transcreation work itself. That relies on intent, tone, culture, context and human trust. AI is support, not authority, and it cannot replace my experience, my judgement or my responsibility for the final result.

Some wonder if using AI makes the work cheaper. My fees reflect my experience, the responsibility I take, and the value of the final deliverable. You are paying for my professional judgement, my ability to see the big picture, and my skill in knowing when a tool helps and when deep expertise matters more.

Sometimes AI makes parts of the process more efficient. Sometimes it doesn’t.

What may change, and what won’t

I don’t see this policy as set in stone. It will change as my knowledge grows, as the tools change, and as the world evolves. But while the tools may shift, my fundamentals won’t: AI is here to support my work, not replace my judgement. Protecting my clients sensitive information and upholding their trust will always come first.

And if you do want to read the policy, here it is.