Our approach to AI

Our purpose and vision guide the way we approach our work, both in the way we use AI and, more generally, in how we deliver the work that we do. Our purpose is to ‘make digital bright and the human experience brighter’, and our vision is to be the agency of choice for the brightest minds in digital. 

That means that every decision we make on our use of AI needs to be underpinned by our aim to make the human experience brighter – for our clients, for their customers, and for our team.

As a digital agency, we have a responsibility to lead the way with innovative, valuable technology – not just the latest fad. We are committed to putting people first in our work with AI and we will continue to explore ways that AI can enhance the work we do. 

Creating genuinely human-centred experiences is what drives us.

Maintaining the human connection

We prioritise keeping people in control of AI processes. We use AI tools to assist and enhance human decision-making, not replace it. This ensures that empathy, creativity, and judgment remain integral to our work. Importantly, all of the outputs we create through generative AI are carefully crafted, edited, and reviewed to ensure they meet our standards and align with our values.

AI tools are used to automate mundane tasks, freeing up time for our team members to engage in more meaningful, creative and strategic activities. We provide ongoing training to help our team develop new skills and adapt to AI-enhanced workflows. By mastering these tools, our team can harness AI to elevate their work, all while maintaining a human touch and ensuring that the final outputs are polished, accurate and in line with our quality standards.

Automating for efficiency

Our AI tools deliver measurable improvements in productivity and operational efficiency. By automating repetitive tasks and providing actionable insights, we enable our team to focus on delivering real, impactful results for our clients.

AI tools help us gather and analyse data, providing insights that inform real-time decisions and strategies. This ensures that our actions are grounded in solid evidence and drive tangible outcomes.

Reliability and security

We adopt robust, reliable AI tools that are secure and scalable. We implement robust encryption and security protocols when using AI tools. We also conduct regular security audits, restrict access to sensitive data, enforce strong access controls, and conduct periodic audits. Further, we provide training for our whole team to ensure compliance with our AI protocols.

Our AI solutions comply with ethical standards and regulations, ensuring that our operations remain solid and trustworthy. The AI tools we use undergo thorough testing and continuous monitoring to maintain high performance and reliability. 

Our team is trained on ensuring no client or Luminary data is inputted into any LLM that will use the data for training purposes. To avoid this, we provide paid accounts to team members to ensure they have access to the latest and most secure technology.

Innovation and creativity

We foster a culture of innovation by encouraging experimentation with new AI technologies and approaches. This helps us stay ahead of the curve and deliver brighter, more engaging digital experiences. By leveraging AI to enhance our creative processes and operational efficiencies, we create brighter outcomes for our clients and their customers. AI enables us to push the boundaries of what’s possible and deliver exceptional results.

AI and the environment

We recognise that AI has an impact on the environment, and we do our best to mitigate this impact by encouraging judicious and purposeful use of the technology and by offsetting our carbon footprint. We are committed to being carbon neutral and in 2024 we offset our carbon footprint dating back to the establishment of our business in 1999. Each year we undergo a rigorous third party assessment to determine the scope of our carbon footprint and we invest in biodiversity and reforestation projects to offset this impact. 

Ethics and the use of AI

We apply the Australian Government’s Artificial Intelligence Ethics Principles to ensure our use of AI is as safe, secure and reliable as possible. These principles are:

Human, societal and environmental wellbeing – AI systems should benefit individuals, society and the environment.

Human-centred values – AI systems should respect human rights, diversity, and the autonomy of individuals.

Fairness – AI systems should be inclusive and accessible, and should not involve or result in unfair discrimination against individuals, or groups.

Privacy protection and security – AI systems should respect and uphold privacy rights and data protection, and ensure the security of data.

Reliability and safety – AI systems should reliably operate in accordance with their intended purpose.

Transparency and explainability – There should be transparency and responsible disclosure so people can understand when they are being significantly impacted by AI.

Contestability – When an AI system significantly impacts a person, community, group or environment, there should be a timely process to allow people to challenge the use or outcomes of the AI system.

Accountability – People responsible for the different phases of the AI system lifecycle should be identifiable and accountable for the outcomes of the AI systems, and human oversight of AI systems should be enabled.

What AI tools are we using?

We are actively trialling software as it comes out and we’re benefiting from AI tools across the whole range of services we provide, from project management to helping us code better and more quickly, to more efficient QA. The tools we use are evolving daily. If you would like to know what we’re using today, reach out and we would be more than happy to chat about what we’re finding most useful at any point in time. 

Helping our clients navigate AI 

While we have been deeply immersed in the world of AI for some time now, we appreciate that for many of our clients, understanding the intricacies of AI and how it can help them achieve their goals is not a primary focus. Whether you are seeking advice on what different CMSs or technology platforms have to offer in the way of AI features, how to optimise your website for AI-generated search, or simply how best to utilise AI in your day-to-day operations, our team of AI experts is well placed to help. Feel free to reach out to us if you are ready to up your AI Game!