Artificial Intelligence.

AI represents a potential time-saving alternative to doing the work, but the results can be far from great.

At Toast, we use AI technologies (including, but not limited to, Chat CPT, Claud, Gemini, and Replit) for very specific purposes. None of these technologies is designed to replace the need for an actual human to do the work they are being paid to do.

Research and planning work.

As AI allows us to query significantly larger amounts of data than we have previously been able to, we use AI for research purposes.

For example, we may:

• We may use AI to visit a web page and report how well that page meets Google’s EEAT and Search guidelines.
• Get an analysis of the keywords used on a website page.
• Analyse a website’s URL structure and provide potential improvements
• We may use it for historical research, which is then fact-checked.
• Use it to provide accurate comparisons and queries across data sets.

AI provides an excellent resource for data analysis and comparison. We use it to analyse data and then provide reports for human optimisation and decision-making based on the data.

Content production.

• We do not use AI to write content or create videos.
• We use AI to generate images, mainly through our app at https://impossibleimages.ai.
• We strongly advise our clients against using AI for written content.

Design.

The consensus amongst the creatives here at Toast is that creativity, in terms of design, lies firmly within the human realm.

We do not use AI for any design-related work.

AI does not have the training, experience and eye that qualified and experienced creatives have.

Layout and typography skills are one of the reasons you employ a designer in the first place, and the rest will do, for the foreseeable future, infinitely better than AI at creating bespoke design work that is in line with your business, your brief and your personal creative preferences.

This section is an essay in itself, but AI cannot replicate the talents of an experienced designer.

WordPress and Development work.

We do not use AI to build websites.

Our WordPress theme has been built by hand, and all the sites we build are built by hand from the ground up to meet the exact needs of our clients.

We do not use AI for any CSS or styling work (for the reasons in the Design section above).

We may use AI as a debugging tool to check our work or save our clients’ budget by building the basics of complex queries and functions.

Search Engine Optimisation.

AI is a valuable tool for helping to plan articles written by one of our copywriters.

We do not use AI to write articles for SEO clients; we advise our clients to do the same.

Google (et al.) has implemented site-wide markers for low-quality content, so if 80% of your site content is human-made and ranks well, then adding 20% AI filler content, your entire site could drop out of the search (all of it, not just the AI-generated content).

To summarise.

We see AI as a tool to make us more effective for our clients; we don’t see or use it as a tool to replace our team members.

We do not and will not use AI to cut corners or do important work; we use it to enhance the work that our team already does.