Every job at Distl uses AI. Every job also has a person who’ll put their name to it.
The question behind how we use it is simple: if one of our specialists had all the time in the world, how would they do this job properly? They’d read every source, check every page, try more than one option and go over the result line by line. AI gives them the time to do that. The specialist still does the job.
Last reviewed 16 October 2026 by Jack Headford, Account Manager & Operations Lead.
AI drafts, people decide
We use leading AI assistants for research, drafting and analysis, alongside the AI built into the ad platforms we manage. Nothing AI produces goes straight to a client, a campaign or a live website. It’s always a draft or a dry run first. Then a person goes through it with a fine-tooth comb, edits it, and adds their own taste and take before it goes anywhere.
- Copy. AI writes a first draft from our notes and research. A person rewrites it until it says what they’d say.
- Research. AI gathers the sources. Every fact we use is checked against the original, and if we quote a podcast, someone listens back to the recording.
- Website changes. AI prepares the change as a dry run that shows exactly what would change. A person reviews it before anything is saved. The page is backed up first and every change is logged, so it can be undone.
- Graphics and reports. Built as drafts, often with more than one option, and checked line by line against the source before a person picks one.
Connected tools are for reading
Some of the tools we use are connected to AI: analytics, ad platforms, search data and our job system. We use those connections to pull data and build reports. They aren’t used to change your campaigns, publish to your website or send anything on your behalf.
What a person always does
AI is brilliant at volume and bad at knowing what’s right for your business, at your budget, in your market. That judgement stays with our people.
- A specialist sets the strategy and makes every call that matters.
- A named person signs off every piece of work before it goes live, and can tell you why it was done.
- Ad platforms run their own automation, such as Google’s Smart Bidding. The specialist on your account checks it against your business and decides what it’s allowed to do.
- There is always a real person working on your account.
How we label our own content
From October 2026, every new post on our blog ends with a short note on how it was made: where the idea came from, what AI did, what a person did, and who signed it off.
Your information
When we pull data into AI, it’s for reporting and analysis on your account. The AI tools we use are on business accounts that don’t use what we enter to train their models.
Some things never go into an AI tool at all: your customers’ personal details, logins and passwords, payment details, and commercial data such as sales and margins beyond the figures a report needs.
Our privacy policy covers how we handle personal information.
Questions
If you’d like to know how AI was used on your work, ask the person on your account and they’ll walk you through it. Or get in touch.