How Morrison Thinks About AI (and Why Elasticity Matters More Than Ever)
Let’s talk about the A word.
Yes, we use AI at Morrison.
We’ve been talking about, researching, and testing it for what feels like years. In fact, we talk about it so much that our families might roll their eyes when it comes up at dinner. But the truth is, AI isn’t just another industry buzzword. It’s a powerful tool that, when used with intention, can change how we create, plan, and perform.
Still, there’s a lot of noise, and not all uses of AI are equal. That’s why we’ve defined what AI means to us and, more importantly, to our clients.
Our Perspective
AI enhances what we do. It doesn’t define it.
We use AI across disciplines, from audience behaviors and journey mapping to research, A/B testing, and optimizations. AI helps us better understand who we’re talking to and what is resonating, but the direction, judgment, and storytelling always come from our people.
We’ve built internal guardrails to ensure AI aligns with client confidentiality, brand integrity, and creative excellence. Every tool we use is grounded in human oversight, data-driven decision-making, and strategic purpose. Except when we use it to make each other laugh, like when we turned our leadership team into Kens and Barbies.
AI helps us think bigger. It streamlines research, sharpens insights, and helps us explore more possibilities. Our North Star remains unchanged: to accelerate our clients’ growth, amplify their relevance, and move their businesses forward.
The Morrison Rules of AI
AI is a Tool, Not a Magic Wand
It can expand creative capabilities, but it doesn’t replace human insight or judgment.
Strategic Integration for Efficiency
It frees our team to focus on big-picture thinking and breakthrough ideas — not busywork.
Human Oversight + Creativity Remain Essential
No algorithm can replicate empathy, culture, or the human stories that connect brands to people.
The Elastic Connection
At Morrison, elasticity isn’t a buzzword; it’s a mindset.
We move fast, pivot faster, and thrive on challenges we’ve never faced before. Elasticity is our superpower. And it has never been more important. We evolve and recalibrate. We stretch and bend. We’re always adjusting to your needs, your market, your moment.
AI fits naturally within that philosophy. It gives us new ways to stretch creatively, find efficiencies, and evolve with purpose. But elasticity ensures we never lose what makes us human: our relationships, intuition, and curiosity, which make great work possible.
Where We’re Headed
AI will continue to evolve. So will we.
Our commitment is to remain elastic, using vetted tools without ever losing the humanity that drives it all.
We’d love to show you how we help brands move faster and think bigger. Please fill out the form on our contact page!
