TL;DR

  • As a B Corp, Morrama believes the AI debate in design should sit within a wider conversation about ethics, including the environmental impact most designers still overlook.
  • AI raises real concerns around training data, energy use and junior jobs, but the line the studio won’t cross is using a machine to stand in for human empathy.
  • Our seven AI Commitments set out how and when we use AI, and we’ll keep reviewing them as the technology and evidence evolve.

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AI is rapidly transforming how people ask questions, solve problems and develop ideas. AI features have become standard in many of the creative and documentation tools that we use in the studio and using both multimodal LLMs and dedicated generative AI tools can improve efficiencies and output on projects. However, we mustn’t ignore the risks. 

From enjoyment to legal repercussions, here are the things we have considered when putting together our AI commitments below.

  • Ethics of training data and legal considerations surrounding IP
  • Quality of work created using AI tools
  • Reinforced bias in LLMs
  • Displacement of jobs, particularly at junior level
  • Job satisfaction when AI handles aspects of the design process
  • Environmental footprint of hardware and training and running models

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1. A human always owns the outcome.

A named person will continue to be accountable for every decision and creative deliverable that leaves the studio. We believe that AI tools are just that - tools - a way of enhancing the creative process but never substituting for human diligence or accountability.
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2. We don't ask a machine to do the empathy.

Whilst it is useful in quantitative research, compiling data and producing research summaries, we won’t use AI to stand in for the person we’re designing for by asking it to critique our work. As we design for humans, we will continue to create with, and test with, humans.
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3. Your work doesn’t become training data.

We only use tools whose terms exclude our inputs from model training. No client information, creative or otherwise will be input into a tool we haven't checked.
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4. We don't let it replace people

We will prioritize human creativity and continue to provide opportunities to junior designers. Where efficiencies can be traced back to AI, this time will be invested back into the quality of our work, running self-initiated projects and engaging with the community.
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5. We are transparent about it

If we use Al on your project, we'll make it clear. We will also maintain an internal list of the generative AI tools that we use and where they are applied on projects. This will be made available to any client or collaborator on request.
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6. The impact is always factored in

As a B Corp agency, we are committed to reporting and reducing our carbon footprint. Whilst we know AI is energy and water intensive, the real-time impacts are often impossible to accurately measure, let alone validate. We therefore commit to being as diligent as the data available allows and agile enough to switch providers to those more transparent on their impact and emissions.
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7. We will continually review these rules as we learn

We don't know everything, and our view will shift as we learn more about the tools, their impact, and what our clients and team actually need. An internal working group reviews this position regularly against new tools, new evidence and new regulation. This is version 1.0, August 2026.
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Does Morrama use AI in its design work?

Yes, but selectively. We use AI tools where they genuinely improve efficiency or output, such as compiling data, summarising research and some image generation. A named person in the studio remains accountable for every decision and deliverable, and AI is never a substitute for human judgement or creativity.

Will my project information be used to train AI models?

No. We only use tools whose terms exclude our inputs from model training, and no client information goes into a tool we haven’t checked. If we use AI on your project, we’ll tell you, and we can share our internal list of the tools we use and where we apply them.

What won’t Morrama use AI for?

We won’t use AI to replace the people we design for. That means we won’t ask it to critique our work as if it were a user, and we’ll keep researching, designing and testing with real people. We also won’t let AI replace people in the studio. Time saved goes back into quality, self-initiated projects and the community, and we’ll keep creating opportunities for junior designers.