How Tremendousness uses AI — and why we never let it lead

AI is the power tool. We’re the builders.

At Tremendousness, we use AI the same way we work with a pen, a whiteboard, or a smart intern — to help us move faster, think bigger, and focus our energy where it matters most. But we never let it lead. Creativity isn’t a commodity, and communication isn’t decoration.

People can live without AI, but at the moment many organizations can’t (or won’t). So it’s important to be intentional, to have stance, to be ready for the conversations. For us, that means treating AI as a tool and being transparent about it — not using it as a replacement for thinking, context, or craft.

What we use it for — and why it helps you

We use AI in specific, deliberate ways that improve speed and sharpen clarity:

• Research and synthesis: Quickly surfacing insights and simplifying dense topics
• Early visual thinking: Exploring metaphor, frameworks, or flow
• Writing and editing: Tightening copy and reducing jargon
• Production support: Adapting content into structured, shareable cross–channel formats
• Operational support: Many internal tasks and processes can be automated

This gets you:

• Acceleration: Faster alignment, better results
• Understanding: Clearer stories, earlier in the process
• Quality: Smarter first drafts, early momentum
• Efficiency: More time spent solving your actual challenges
• Focus: We direct our resources to projects, not to operational overhead that doesn’t add value

AI gives us space to focus on meaning and impact.

What we don’t use it for — and why it matters

We don’t use AI to generate final visuals or messages. Why? Because great communication isn’t just clean or pretty or smart-sounding — it’s precise, strategic, and human. When brands rely too heavily on AI, everything starts to sound the same: smooth, shallow, and oddly off. The trust goes missing and all the work organizations have put in over the last few decades to establish authentic brands and to better connect with customers gets trashed.

Audiences notice. They’ve already read plenty of robotically elegant AI phrasing. They’ve seen all the similar, frantic, overly polished AI images. It all feels… generic. It’s almost as if getting free, automatic creativity and content is more important than getting good content. Ultimately, everyone’s AI output starts to feel the same — just another indistinguishable signal bouncing around, as the organization focuses on pumping up AI and slashing costs.

But generic isn’t good enough when your message is critical.

The trap: Looking capable vs. being capable

It can be easy to make something that looks good. It’s much harder to make something that is good — clear, relevant, and true to your brand.

AI is flooding the world with “pretty good” content. But when everyone has access, advantage comes from what surrounds it — the expertise, framing, and craft. The you. The story. The us.

The bottom line: AI is our intern, not our creative director

AI is a shortcut — never the destination. We use it to reduce friction, not originality. We use it to accelerate the process, not replace the thinking.

With Tremendousness, you get the best of both: AI delivers speed. We deliver strategy. And your audience gets the clarity they need.

Image by Chris Roettger / Tremendousness