The one line version
Two people design and build your site. We use AI the way a carpenter uses a nail gun: it makes the work faster, it does not decide what gets built. We never send you a site generated from a prompt.
01 Where AI is involved
Being specific is the only way this means anything, so:
- Writing code faster. We use AI coding assistants the way most developers now do, to draft routine code and catch our own mistakes. Every line that ships is read, edited and tested by one of us.
- First drafts of copy. Sometimes we start a paragraph with an AI draft and rewrite it. The words that end up on your site are chosen by us, checked against what you actually do, and never published with a claim we have not verified with you.
- Placeholder images, clearly labelled. The four sample businesses on our home page are invented, and the photography in them is AI generated. We label that on the page itself, right next to the images.
- Running audits. The performance numbers come from standard tools like Google Lighthouse, not from AI. The brand opinion in the audit is ours, and we mark it as an opinion.
02 Where AI is not involved
- Your design. Every layout, palette and type choice is made by a person, for your business. No two of our sites share a template.
- Your photography. Your site uses your real photos. If you do not have any, we will tell you plainly and help you get some, or we will use properly licensed stock and tell you which images those are. We will not quietly put a fake AI photo of a fake employee on your website.
- Reviews and testimonials. We do not write these, generate these, or invent these. Ever. If a review is on your site, a real customer wrote it.
- Your numbers. Ratings, years in business, jobs completed, licence numbers. These come from you, and we will ask you to confirm them before they go live.
- Deciding what is good. If we would not put our name on it, we do not send it.
03 AI generated images on this website
Stated here, and also stated next to the images themselves.
The home page shows four concept websites: a plumber, a restaurant, a mechanic and a salon. All four businesses are invented. Their names, phone numbers, review counts and licence numbers are not real. The photographs inside those mockups, including any that appear to show people, were generated by AI. No real person is depicted, and none of them are photographs of actual customers or actual employees.
We disclose this because it is right, and because rules now require it. New York's synthetic performer law, which took effect on 9 June 2026, requires advertisers to conspicuously disclose AI generated figures that look like human performers. The FTC separately treats undisclosed AI as deceptive where a consumer would be misled. We would rather over disclose than argue about which rule applies to a two person studio in Idaho and Minnesota.
04 What this means for your site
If we build you a site and you want to put an AI disclosure on it, we will write one and add it, at no cost. If your site uses AI generated imagery because you asked for it, we will make sure it is labelled properly.
If you would prefer we use no AI at all in building your site, say so before we start and we will work that way. It takes longer, and the price does not change.
05 Your information
We do not feed your business information, customer data or private files into public AI tools. See our privacy policy for what we collect and what happens to it.
06 If we get this wrong
If you find something on our site or on a site we built for you that looks AI generated and is not labelled, email northgemstudios@gmail.com. We will label it or remove it, and we will tell you which we did.