All the creative work we put out is led by real people—artists. Artists who live and breathe pushing creativity to its limits and beyond. 

We firmly believe that Big Tech as it exists today is The Problem. We’ve seen companies who started out with slogans like ‘Don’t be evil’ turn into society’s cartoon villains. Consistently sacrificing global well-being for personal gain and control of the only currency they really care about—data. It’s led our digital economy past a point of productivity or entertainment into the dystopian. 

One of the biggest challenges to our humanity is what Big Tech is allowing AI in all its forms to take from us. The meanings of job security and creative integrity are being renegotiated in real time. Part of our Human Care philosophy is being able to hold two truths at the same time. When it comes to AI, we are navigating two seemingly opposing truths:

AI presents great risk to creative integrity and quality, threatening to replace artists of all kinds with AI slop that will lead to the collapse of the internet as we know it. That is not an understatement. Look into it.

AI expands what’s creatively possible when it’s used by humans who approach it with intention, skill, and responsibility.

We reconcile these truths by trusting our creative partners to establish the appropriate usage guidelines for AI. If you see content from us that feels AI-driven, know that a real creative who is being paid for their work was in the driver’s seat. 

It’s a mistake to disregard a game-changing technology outright due to fear and mistrust of its creators. Instead, we make use of what adds value and pushes our creative output which is one of our main priorities as a brand who believes art can change the world when everyone has equal access to it. 

Beyond creative integrity and supporting artists, there’s another issue with Generative AI that can’t be ignored—the environment. Regenerative economics and our Human Care philosophy dictate that all actions must yield a net-positive outcome. This is what differentiates us from mere Sustainability. To reach a truly Regenerative outcome, one must look at the whole of a situation to identify how to achieve net-positive. It’s not about tracking consumption in isolation, but how that consumption affects the greater whole. By virtue of using Generative AI only in the hands of our creative team, we’re ensuring that we aren’t using outsize resources while simultaneously undercutting real live creative human beings.

Here’s the (working) list of things we promise never to use technology for, including but not limited to Generative AI—

Copywriting. Words are representatives of the thoughts that inspire them. We don’t farm our thinking out, so we don’t farm our writing out either. 

Replacing human models. Our philosophy is called Human Care. No uncanny valley here. 

Products. As a small brand, our Art Director may generate cleaner images of external packaging from existing product photography, but we will never use AI to amplify images of our actual products because we place integrity over everything else.

Model retouching. Our team may edit and enhance photos for overall aesthetic purposes, but we don’t retouch any physical features of our models. We also don’t amplify product outcomes with editing. That would go against everything we stand for in declaring Death to Big Beauty. And please…do not call us brave.

The hiring process. Technology has made the recruitment process hell for jobseekers. As we begin to make our first hires, we will be implementing Human Care recruitment policies that require a human being to read every resume that comes through. If you’re taking time to introduce yourself, the least we can do is read your introduction. Seems simple to us. Efficiency is far from our only operational metric. If you want to work for us, send us an email to introductions@milocares.com.