5 Ways We’re Using AI to Paddle Smarter, Not Harder

Jul 17

At Merrick Creative, we’re spending the summer doing what we usually do: building brands, telling stories, surfing (the web that is) and pushing creative work forward. But this season, we’re also running a little experiment—finding practical ways to bring AI into our everyday workflows.

Not the hype-y kind. The useful kind.

Here are 5 ways we’re using AI to sharpen our process (without losing the craft):

1. Draft Quickly, Edit Like We Mean It

AI helps us catch the first wave——whether it’s for blogs, brand narratives, social copy, or press releases. But make no mistake: the magic still happens in the edit. The goal isn’t “AI writing”—it’s momentum.

2. Turn Data Into Direction

We’re using AI tools to summarize reviews, track sentiment, and spot patterns in media or customer conversations. That gives us better insights to write sharper messaging and smarter campaigns.

3. Personalize at Scale (With Boundaries)

We’re testing ways to make AI work harder for segmentation and personalization—whether it’s smarter email copy or dynamic ad content. But like any good surf session, it’s about balance. Relevance matters; overdoing it doesn’t.

4. Support the Visual Process (Not Replace It)

We’re experimenting with AI to help speed up moodboarding, concept sketches, and creative brainstorming. But final design? That stays human. For us, AI is a tool, not the finished product.

5. Keep a Pulse on Trends

AI-powered monitoring is helping us stay ahead of headlines and conversations that matter to our clients. Real-time insights mean we can jump on opportunities faster (and avoid those “wish we’d seen that sooner” moments).

Bottom Line:

For us, this isn’t about swapping people for platforms. It’s about using the best tools available to work smarter, move faster, and deliver even better creative.

Curious how AI can fit into your brand’s workflow? Let’s chat.