AI & Production

MNRL uses AI-assisted tools as part of how we produce work. We think you should be told that plainly rather than have to guess.

In our work

AI-assisted production is part of our practice, alongside real-time and game-engine technology, traditional film and photography, design, and editorial craft. We use these tools to make sophisticated output economically viable at a scale that would otherwise sit out of reach. It is not there to replace the judgement, direction and authorship that make work worth paying attention to.

Every engagement is different. Where a client prefers that no generative tooling be used in their work, we accommodate that, and where AI is used we're transparent with the client about where and how.

On this site

Some imagery on this site is synthetic, created or assisted with generative tools rather than photographed. It is used for illustration and atmosphere, and is not presented as documentary evidence of events, results or people.

Where a case study shows example material rather than delivered client work, it is labelled as such on the page.

What we don't do

• We do not generate the likeness of a real, identifiable person without their consent and a signed release.
• We do not present synthetic imagery as a real photograph of a real event.
• We do not fabricate results, statistics, endorsements or testimonials.

Questions

If you want to know whether a specific piece of work involved AI-assisted production, ask us at info@mnrlco.com. We'll tell you.