The MMC Agency AI Philosophy
At The MMC Agency, we’re committed to doing what’s best for you – our client – both in terms of our commitment to integrity and in the practical work we do to help your business succeed.
As AI becomes a bigger part of our daily lives - and businesses, we continue to explore how those same values align with the use of this incredible technology.
Below are some of the ways we use AI today – and some of the questions we’ve been asked about how to integrate AI into brand design, website development, and ongoing marketing.
01. We use AI as a support tool, not a replacement for human creativity.
02. We never upload confidential or private client information into an AI database.
03. We do not use AI to produce final content or images (and we only work with stock libraries that are committed to the same).
04. Our goal is to deliver high-quality, ethical services and successful client results – AI as one part of our toolkit.
The MMC Agency AI Guidelines
How does The MMC Agency currently utilize AI?
At The MMC Agency, we’re committed to staying up to date on technology that impacts our business – and our clients’ success. Without a doubt, AI is a valuable tool that helps aggregate data, generate ideas, and provide insights.
Today, we use AI to distill and assess information quickly – from both a reporting and resource management perspective. We also use AI for idea generation and support, as well as for refinement suggestions. Lastly, AI helps us stay on top of project management with its ability to generate progress reports and/or assist with pm reporting.
Is The MMC Agency exploring other ways to utilize AI?
Yes! We’ve been working on a few integrations that will help us prepare proposals more quickly – and complete some basic tasks (such as project set-up and file management).
In addition, we’re working to build an AI library of MMC policies, services, prices, etc., to support the creation of a resource library and chatbot for our team, clients, and website visitors.
What doesn’t The MMC Agency use AI for?
We don’t use AI tools today for final content or image generation. While we see the benefits of using AI as a tool, we ultimately believe that final content generation should be created, edited, refined, and/or approved by a human.
AI tools can generate inaccurate information, which is why our team always verifies, fact-checks, and refines AI-supported content. This is not only a commitment to creating the highest quality end product for our brand – and our clients – but also a practical commitment to creating content that will ultimately improve organic ranking, SEO authority, client trust, and long-term success.
The AI world is rapidly expanding, and as a result, so are the parameters around how AI-generated content is ranked, received, and legally held. Search engines like Google are continually updating how content is ranked (gone are the old days of keyword stuffing to get a website to display higher in results), and how AI-generated content is treated is no exception. Currently, Google evaluates content based on quality, accuracy, and value which is why human review and refinement remain essential.
It would be a disservice to our clients to recommend – or produce – content that may put them at a disadvantage in the future.
The other considerations that don’t appear to be clear as of yet are the legal and ethical ones. AI has an amazing ability to draw on endless resources to generate content, image recommendations, and results. However, particularly with image generation, the legal copyright aspect is murky. Because the content is generated from a database of other content, authorship and legal ownership/use rights are unclear at best – and high-risk at worst. We do not use AI to create client images, and we only work with stock photo libraries that are committed to the same.
Our goal is to understand and use the tools available to expedite our ability to serve our clients and to maximize their success. We’re committed to that while doing our best to avoid putting them at risk of lower performance or legal landmines.
Lastly, we are committed to honoring our team’s creative abilities – and those of other professional writers and creators – by ensuring we use AI as a tool and not a way to exploit the work of others.
How does The MMC Agency use my information with AI?
The benefit of AI is that it can pull from an endless number of resources to create and aggregate information incredibly fast. However, that is also one area that can be concerning when uploading our own data into an AI resource.
At The MMC Agency, we utilize AI for content ideation and may upload brand content or ideas for exploration. We do not upload any client information that may be considered personal, confidential, or non-public facing. This means we only upload content that is already publicly available or intended for public-facing use. We also do not upload client images that are branded and/or not already part of the public domain.
If you have any questions or concerns about our use of AI, don’t hesitate to contact us at info@themmcagency.com or by phone – 321-234-3955.
General AI Marketing Guidelines
How do I use AI in Marketing?
There are many ways to use AI in marketing, including for idea and content generation. AI can quickly help you create an outline for social media posts, newsletter content, and more. At The MMC Agency, we recommend using AI for idea generation, which can be a great starting point for refining and finalizing your unique brand messaging and resources.
Another way to use AI in marketing is to conduct market research and create a marketing plan for execution. We find AI to be extremely helpful in generating ways your business can show up – and designing a step-by-step plan to make it happen!
What should I avoid when using AI for my marketing?
In the past, website pages and blog content were among the biggest components of SEO results (outside of paid advertising), but today even social media posts are showing up on the first page of search results. As Google – and others – refine their policy of AI-generated content, it’s essential that what you’re putting out is going to help you in the long run and serve your clients.
AI-generated content is no substitute for your exact brand voice and tone – it can support the process, but it cannot replicate the nuance, strategy, or emotional intelligence of a human-led brand voice. This is why The MMC deliverables are always written, refined, and/or approved by a team member.
Unfortunately, we’re consistently seeing companies publish AI-generated content without seemingly reviewing it for accuracy or clarity. The result is content that is often clunky – or downright illegible.
Not only do you want to ensure your content (for ranking purposes) is clear, correct, and valuable, but you also want your content to convey that to your audience if they do find you through SEO results.
Another thing we avoid at The MMC Agency is image generation. At this time, copyright and ownership rights of AI-generated images are unclear, and getting a quick image to use in your professional marketing is something we can’t recommend in good faith.
If you use stock photography, ensure the company you choose to use is also committed to sourcing images that are not AI-generated, or are clearly labeled if so.
Should I build my website using AI?
Great question! We have found that AI can help you brainstorm layouts, find inspiration, and gather ideas, but it’s not yet reliable enough to build a high-performing custom website.
We’ve already had a few clients come to us because they updated their website exclusively with AI. What started as “small” misses turned into major issues, including tanked search results, broken pages, mismatched layouts, and full sites that had to be rebuilt. Most AI-generated sites overlook brand strategy, accessibility, SEO foundations, mobile experience, and what actually converts visitors into clients. And it can get even trickier when licensing, coding, legal rights, and custom images come into play.
We find that AI can support the process, but can’t replace a professional, strategic, human-designed website.
Want a fun way to start the website process with AI? Ask it to review your current website and make general recommendations. Several of our clients came to us after doing exactly that! An AI website assessment can help you understand why your website may be struggling or under-performing, and provide some tips on what to do next. It’s an easy way to get a fresh set of eyes on your website before reaching out to an agency like The MMC.
Can AI create my brand or logo?
Technically – yes. AI can generate quick logo concepts and ideas, but it cannot yet create a legally safe logo or brand. AI-generated logos and brand elements may unintentionally copy existing designs, creating legal copyright issues for your company down the road.
A professionally created logo and brand suite, which includes your logos, colors, typography, brand voice, tone, etc., should reflect your positioning, research, and originality to ensure you have something unique in the marketplace (and safe to use).
Want to use AI to help? Use it to explore concepts and ideas. Many of our clients come to us for branding and logo development after exploring and refining concepts using AI. This approach can help us better understand your vision and use it as a starting point to create something truly custom.
AI SEO Guidelines
Is AI-generated website content good for SEO?
Maybe! AI-generated content is quick and easy to produce but unedited AI content rarely performs well in search results. That’s not because Google (or other search engines) is penalizing AI-generated content at this time, but because Google prioritizes content that is accurate, original, and valuable to readers, which AI doesn’t consistently produce.
Getting someone to visit your website page isn’t the only SEO goal – they have to stay! Google measures things like how long someone spends on a website, so if someone finds your article or blog but immediately leaves because it’s confusing or hard to follow, the SEO results can be negative.
AI is fantastic for idea generation and content outlines, but if SEO and higher rankings are your goal, quality is still way ahead of quantity. Take the time to refine, edit, and write alongside AI-produced content to ensure clarity, brand voice, authority – and ultimately, get that SEO value you’re working towards!
Can Google detect AI content?
Yes – it can! As can many other programs, software, and editing tools.
Google and other systems typically identify patterns that suggest AI-generated content. That doesn’t mean an automatic SEO or performance penalty, however – Google measures if content meets its standards for quality, accuracy, originality, and usefulness.
So while AI-generated content is not automatically penalized, it is often punished for being repetitive, generic, or incorrect. These things hurt performance, not whether a human wrote your article.
Google is excellent at detecting low-value content (AI or not) and ranking information that is well-written and trustworthy higher (aka genuinely valuable to readers, not just a strategy to gain traffic).
If you’re considering using AI for content, it’s essential that you refine and edit any copy to ensure it’s easy to read, valuable, and free of errors and inaccuracies. AI is a tool (and a fantastic one at that), but it’s not a substitute for your brand personality and the real expertise your company provides.
Start with AI – end with a human touch that ensures valuable content for your readers – and you have a formula for long-term SEO success.