by Kate Neri | Jun 3, 2025
There’s a lot of noise out there about AI.
New tools are dropping daily. Promises of 10x productivity. Hot takes in every direction.
But in a world moving faster and feeling murkier by the minute, we knew we had to slow down and get clear, not just for ourselves, but for our clients and our partners.
Because we know the businesses we serve are investing in clarity, judgment, and creativity that actually drive results. And when the terrain shifts like it has with AI, that clarity becomes even more essential.
So we planted a flag.
We wrote down our AI philosophy. Not to hop on a trend, but to anchor our team in the right mindset and to give our clients and partners a window into how we think, how we work, and how we steward their marketing dollars wisely.
Why We Did It
We created this philosophy not to sound smart, but to stay grounded.
It’s easy to get caught up in the AI hype (or fear). The tools are flashy. The results can be incredible. The temptation to automate everything is real.
But at Syrup, we needed a way to cut through the chaos, to filter the noise, to focus our energy, and to make sure we were using AI with purpose.
This philosophy is our compass. A gut-check when we’re overwhelmed with possibilities. A reminder of the human heartbeat behind every client strategy. A lens we use to prioritize high-impact work, not just fast work.
And most importantly, it’s a statement of accountability: to ourselves, to our clients, and to the kind of business we want to be.
From Values to Vision: How We Built Our AI Philosophy
We didn’t start with a blank page, we started with our values.
At Syrup, Love, Create, Steward, and Engage aren’t just words on a wall, they’re the compass for how we lead, build, and serve. So when it came to shaping how we approach AI, it only made sense to anchor it in those same values. That’s how we made sure where we landed wasn’t just smart, but right, for our team, our clients, and the kind of business we’re building.
Our Philosophy on AI
At Syrup, we believe AI is a catalyst for deeper creativity, sharper clarity, and greater impact.
We harness it to unlock ideas, reclaim our time, and build with purpose, so we can focus on shaping work that grows businesses and enriches lives.
Our Guiding Principles
1. We amplify what makes us human. (Love)
AI should deepen, not dull, our empathy, creativity, and discernment. It helps us show up better for others and honor what makes us uniquely great. We use AI to amplify our strengths and support our growth so we can lead with more heart and humanity.
Does this help me connect more meaningfully with a client, a teammate, or the work?
2. We co-create with intention. (Create)
AI is a powerful partner, but the brilliance still starts and ends with us. We use it to spark ideas, stretch our thinking and accelerate execution while we stay the strategic and creative engine.
Am I using AI to expand my thinking and elevate the work?
3. We steward it responsibly. (Steward)
AI is only as good as the judgment and intention behind it. We prompt with clarity, review and validate with care, and implement with ownership, managing risk and performance. We use AI to improve client outcomes, protect what matters most, and uphold the high standards we’re trusted for. Then we measure, learn, and keep improving.
Am I using AI with intention, adding real value while protecting our people, our clients, and our credibility?
4. We create space for high-impact work. (Engage)
If AI isn’t freeing us to do better, deeper work, it’s not doing its job. We use it to move out of the weeds and into work that energizes us, stretches us, and builds value for our clients.
Is this helping me focus on what really matters?
A Challenge to Other Leaders
If you’re feeling the AI overwhelm, start by naming what matters.
You don’t need a 10-step roadmap. Just a clear point of view. A filter your team can use when everything feels like a good idea. A way to move forward on purpose.
That’s what this philosophy has become for us.
A gut-check. A permission slip. A shared compass.
And in a world that’s only getting faster, it’s helped us slow down, make better decisions, and keep doing work that actually matters.
So here’s my nudge to you:
Put your flag in the ground.
Define your filters and lead with clarity because clarity creates movement.
About the author
by Kate Neri
