Find out how we’re using AI internally at Propellernet to drive innovation and improvements to the quality of our work and processes for, and with, our clients.
How we think about AI
AI is driving change at Propellernet virtually every day. It’s enabling us to deliver better work, access richer insights and do things that simply weren’t possible before.
We’ve invested heavily in AI leadership, training and tooling across the agency and we continue to build on that, for our team and for our clients.
We don’t use AI across all workflows and we’re not mandating how it’s used. People across the agency are using it differently, based on their own ways of working and that’s intentional. What we do ask is that it’s always used thoughtfully.
We have an AI Manifesto that sets out clearly how we use AI and, just as importantly, how we don’t. We don’t use it to generate PR ideas, although we might use it to refine them. We don’t use it to write website copy, although we might use it for keyword categorisation. In every case, the human is at the heart of it: checking, prompting, refining, and checking again.
When we talk about the benefits of AI, we mean small efficiencies here and there, not wholesale hours freed up. More significantly, AI is enabling us to do work at a scale and quality that simply wasn’t possible before, and that’s the bigger story. We’re better at some things and capable of entirely new things at others.
What this means for our clients
In short, you’re getting more. As we get quicker and better at certain tasks, we reinvest that into richer work, done at a scale that wasn’t previously feasible.
We’re also building tools specifically designed to benefit clients, helping with everything from search visibility to understanding how AI models see your website. All built in-house, in ways that simply wouldn’t have been feasible before.
What we’re not using AI for
We know that AI can hallucinate and that AI-generated content is not always correct, useful or engaging. We will always review AI outputs and will never publish AI-generated content that hasn’t been reviewed and edited by a member of our team, on client sites or our own. We will not share confidential or sensitive client information with large language models.
Propellernet Labs
Propellernet Labs is our AI innovation hub, where we’re building tools for our team and for clients. We recently launched our first external tool, The Invisible Concierge, a daily AI briefing for senior travel marketers.
Through Labs, we can work with you to identify where AI tools can drive real efficiency, surface better intelligence, and help you prepare for what’s coming next, whether that’s visibility in AI search, readiness for agentic commerce, or bespoke tools built around your business.
Looking for some help embedding AI in your business?
Get in touch today. We’d love to chat to you about how we can help create a culture of AI within your business and work with you to create tools and assistants to improve processes and drive innovation. We’ve trained internal teams online and face-to-face. You can read more about the AI training we offer here.
Download our AI Pulse tracker report
The AI Pulse is our nationally representative deep dive into how people across the UK are engaging with AI tools, search engines and digital platforms. Conducted in partnership with YouGov, this quarterly tracker uncovers the truth behind the hype: who’s adopting AI, who isn’t, where trust and confidence are lagging, and what it all means for the future of search, content, and digital marketing.