Yes, we do use generative AI—very carefully. While we’re mindful of the many potential pitfalls and the speed of change in this space, we use software-as-a-service AI tools for brainstorming, research, content creation, and learning. We use AI the way we use all our other tools—to complement and enhance our skills. and knowledge. We don’t use tools to take dodgy shortcuts or engage in manipulation. When it comes to content writing, we follow Google Search’s guidelines on AI-generated content, which state that high-quality content will be rewarded no matter how it’s produced. We always write toward Google’s high-quality content principles of expertise, experience, authoritativeness, and trustworthiness (E-E-A-T). In practice, this means that copying and pasting output from an AI tool just isn’t good enough.