As for many service firms, also for Sparkr AI plays an important role in how we work. We believe that our clients deserve to know how we use AI. To promote transparency Sparkr is proactive in describing how AI is used during projects, rather than have our clients guess or ask. This pledge describes the principle behind our use of AI, and how that principle applies to the different areas our work.

Our operating principle

We create and think first. AI reviews and augments what we've made. Then we check the result before it’s shared with the client.

Throughout the years, the main reason why clients have worked with us is the quality of our thinking. We don’t want to lose that or delegate it to AI. So we believe the order in which we use AI matters. The moment we sit down to think through a problem, structure an argument, or shape a first draft is the most unique and creative and it's the moment you're paying us for. We don't replace authentic thinking with AI.

Once the thinking is on paper, AI becomes a useful second pair of eyes: we use it to expand ideas, to stress-tests our reasoning, or to speed up the parts of the work that don't require judgment or to rewrite the prose of a document to make it more fluent.

Then, before the final result is shared, it’s always checked again internally. Often, the process is repeated a couple of times.

How this applies across our work

Research.  We use AI to gather and synthesise information faster — market context, competitor moves, background reading. When it’s about market research though, we always start from real users’ insights and use AI only to complement the research, as a substitute of what a Google research could do.

Creation.  Plans, strategies, designs, and campaigns start as our own thinking, not an AI-generated first draft that we edit. AI may help us explore variations or stress-test an idea once the core direction exists.

Expansion.  Once a piece of work exists (a strategy, a document, a campaign) AI helps us extend it, for example with more angles to consider. We decide what makes the final cut.

Checking.  We use AI as a second reviewer: to catch inconsistencies, gaps in logic, or things we've missed. AI doesn't replace our own review.

Repurposing.  Adapting existing work for a new format, size, or channel is an area where AI saves time, and we use it accordingly, always with a final human pass.

Automation.  Repetitive, low-judgment tasks, the mechanical parts of delivery, are where we lean on AI most heavily and most comfortably.

What we don't delegate.  The thinking that defines the quality of our work: diagnosing a client's real problem, deciding what matters and what doesn't, forming a point of view . This work stays with us. AI can complement the thinking, without replacing it.

Why we're telling you this

AI is spreading through every service business, ours included. As it does, clients are right to ask what they're paying for and how it's being used. We'd rather answer that question before it's asked than after. This pledge is for everyone who wants to do business with us and wants to know how we use AI.

Read here why we believe every firm needs an AI pledge.

Last updated: 25 August 2026