Studio voice with AI in the chair.

The risk with AI-drafted work isn't that it's bad. The risk is that it's average. The model has read everything, and "everything" pulls toward the genre mean. Without an editor, every site starts to read like every other site.

We hold against the mean with three rules. First: the brief is the only context window. The model writes from the project's own brand, voice, and audience — not from the abstract idea of a website. Second: every passage gets a hand pass before it ships. Not a heavy edit; a deletion pass. We cut the lines that sound like everyone. Third: we keep a small set of phrases we never let through. Anything that reads like "unlock your full potential" goes in the bin.

The result reads like writing, not like prompting. The line we hold is editorial: would a careful human have written this? If the answer is no, it doesn't ship.