AI should amplify human intelligence—never replace it. That’s our stance. But why?
Well, we believe that humans are inherent to any good storytelling. Stories are human, after all. We’re uniquely capable of telling, retelling, and passing them down. AI can’t replicate that.
But we also recognize the possibility that AI offers for faster thinking and stronger pressure testing. It ensures we can focus less on the “grunt work” associated with storytelling (think: transcribing interviews) and focus more on the human-necessary components.
We additionally know how AI is reshaping buying journeys, whether it’s ChatGPT being used more in brand discovery or Google’s AI Overviews summarizing pages of content in the SERP. And your agency should understand how AI can impact your brand, from the assets you write to the ways they’re surfaced.
So, how does this “support, not replace” approach impact the work we deliver to you?
The PAN Pact: Five Pillars for Responsible AI Use
These principles guide how our teams use and deploy AI to accelerate and enhance client deliverables.
1. Human Oversight Must Be Maintained at Every Stage
While we use AI to support ideation, analysis, and content refinement, every strategic recommendation and deliverable is ultimately created, approved, and owned by a human. We maintain full human oversight to ensure quality, originality, and alignment with client standards.
2. Transparency with Clients Is an Imperative
We disclose when and how AI is used in client work, and every PAN client receives our internal AI policy and use guidelines. We encourage early, open conversations around AI to ensure shared understanding and alignment.
3. Confidentiality and Data Protection Are Non-Negotiable
We do not upload client materials into public models. All usage is routed through secure, enterprise-grade platforms (e.g., ChatGPT Enterprise) that do not retain or train on client data. Our NDAs explicitly extend to the use of generative AI tools.
4. Bias and Accuracy Checks Are Routine and Exhaustive
AI outputs are reviewed for hallucination, bias, or source inaccuracy. We’re transparent about the limitations of generative content, and we do not assume outputs are citation-verified or inherently credible.
5. Policy and Education Are Integral—And Evolve to Meet the Moment
We continuously evolve our AI policy to reflect emerging risks, tools, and best practices. PAN teams are trained on ethical usage, and we apply these principles not only in our workstreams but across partnerships with vendors, influencers, and platforms.
Discovery is happening within platforms, not beyond them…Visibility hasn’t disappeared. It’s been rerouted through systems that prioritize speed and containment over depth.
Zareen Fidlon, Senior Vice President (Integrated Marketing) at PAN
How We Use It: AI in Action at PAN
Philosophy aside, we know you want to see what kind of work lends itself to AI integration. Here’s how it may show up in the work: streamlining execution, informing strategy, and accelerating impact, all while our teams maintain strategic and creative integrity.
Content Creation and Iteration
AI accelerates the initial stages of content development so our teams can focus on refinement and strategy.
- We use tools like ChatGPT Enterprise and Wordtune to generate early outlines for blogs, POVs, emails, and CTAs.
- Creative development is faster and more flexible using platforms like Figma AI and Adobe Firefly.
- Message variant testing helps us launch quickly and identify what resonates before scaling content across programs.
Strategic Insight and Planning
AI helps uncover signals, prioritize narratives, and inform decision-making with data.
- Platforms like SparkToro and Brandwatch support data-driven content and channel planning.
- We track how key narratives appear across earned, owned, and AI-curated environments to inform positioning and focus.
- We monitor shifts in search behavior and AI-generated summaries to adjust messaging and surface white space in competitive categories.
Performance Analysis and Reporting
We combine AI-enhanced tools with human oversight to produce faster, more actionable insights.
- Our Share of Impact framework uses AI to assess visibility through a strategic lens, evaluating factors like message relevance, tier, and tonality.
- We analyze sentiment and clarity to understand how messages are landing across platforms and audiences.
- Executive-level summaries and trend reports are developed more efficiently using ChatGPT Enterprise, improving turnaround time while maintaining clarity and rigor.
Operational Efficiency
- AI reduces manual effort, enabling our teams to focus on higher-value work.
- We repurpose and personalize content across formats and audiences without duplicating effort.
- Media recaps that once took hours now take minutes, with outputs tailored to executive audiences.
- AI supports tasks like formatting, transcription, and analysis, improving everyday workflow speed and consistency.
If people can’t find you, they won’t trust you. And if AI can’t find you, people won’t either. But in this new landscape, showing up isn’t enough. You need to be the answer.
Lauren Hill, Vice President (Marketing); Head of Data & Analytics at PAN
Dive Deeper
Still looking for more AI insights? Check out some of our resources below. And, as always, if you have any questions, reach out!
