How we use AI
We use AI to build websites and to do parts of our marketing work, and we say so. This page is the long version, including the parts that are less flattering.
Last updated: 3 September 2026
The machine does production. People do judgment.
AI tools write first drafts, build page structure, generate images, run audits and watch things we would otherwise check by hand. That removes a large amount of repetitive production time, which is why an AI-built site starts at $999 instead of several thousand.
A Goober reads and edits the result before it reaches you, and long before it reaches your customers. That has not changed and it is not going to. If the AI gets something wrong, that is our problem to catch — not yours to discover on your live website.
What we use AI for
First drafts
Page copy, blog posts, social captions and email drafts start as machine drafts. None of them stay that way.
Structure and markup
HTML, schema, headings, alt text, redirects — the repetitive production work that used to eat most of a build budget.
Images
Some illustration and campaign imagery on this site and in our advertising is AI-generated. Photographs of real people and real work are not.
Audits and analysis
Site audits, keyword clustering, competitor checks, accessibility sweeps, and reading a site far faster than a person could.
Monitoring
Watching rankings, listings, reviews and AI answers, and flagging comments and messages waiting on a reply.
Our own admin
Project setup, notes, scheduling and internal reporting. This is where client details most often pass through a tool.
Where your information actually goes
AI tools are cloud services. When we work on your project with one, your information is processed on servers we do not own. There is no version of this where the work happens on a laptop in Lewes and stops there, and we are not going to imply otherwise.
The same is true of the systems we run your project through. Your details sit in a project management system, an accounting system, an email system and, depending on what you have hired us for, a social scheduling tool, an email marketing platform and an analytics platform.
What we can tell you is which kinds of systems are involved, and that we do not hand your information to anyone who is not doing a job for you.
The categories that touch client information
- AI model providers — the models that do the drafting, analysis and image generation.
- Project management — where your project, tasks and notes live.
- Accounting and invoicing — your billing details and payment history.
- Email and calendar — our correspondence with you.
- Hosting and code storage — where your website and its history are kept.
- Marketing platforms — social scheduling, email marketing, listings and review tools, analytics.
- Web research tools — used to read public web pages, including yours and your competitors’.
Want the actual company names for the tools used on your account? Ask. There is no version of that list we keep from clients.
Ask us for the listWhat we don’t do, and what we can’t promise
We don’t publish unread machine output
Nothing goes on your website, your social accounts or into your inbox because a model sounded confident about it. Preventing exactly that is a large part of what you are paying us for.
We don’t invent facts about your business
Claims, numbers, credentials and history come from you or from a source we can point at. If we cannot verify something, it does not go on the page.
We don’t sell or share your information
Not to advertisers, not to data brokers, not to anyone who is not doing a job for you.
We can’t promise your data never touches a third party
It does, every time we work on your account. Any agency telling you otherwise while using the same tools is guessing or hoping you won’t ask.
We can’t speak for our suppliers’ terms
Every tool we use has its own terms, its own retention and its own policy on how data is handled. We will point you at the ones that apply to your account rather than paraphrasing them badly.
We can’t guarantee an AI answer names you
Nobody can. There is no submission form and no ranking to buy. We do the work that earns citations and we report honestly on whether it is landing.
What you can ask us for
What was drafted with AI
Name a page, a post or an email and we will tell you straight how it was produced.
The tools on your account
The actual companies, not the categories, and what each one holds.
Work done differently
If a tool is a problem for you, say so. We will give you an honest answer about whether the work can be done without it and what that changes about cost and turnaround. Sometimes the answer is no.
This page covers how we use AI. For how we collect and handle information generally, see our privacy policy. If something here is unclear, or you think we have got it wrong, call 302-645-7177 and ask for Frank.