We are going to be straight with you, because that is how we do everything here.

We are not fans of AI. The data centers behind it use a lot of energy and water, and that carries a real environmental cost to a planet we happen to love. So no, we did not arrive here cheerfully. We use AI for a small handful of things, we drew hard lines around the rest, and we want you to know exactly where those lines are.

What we will never use AI for

• Your jewelry. Every creation is designed and made by the two of us, by hand, in our home studio. No AI touches the design or the making. Not now, not ever.
• Every image we put into the world. Our model photos, our jewelry photos, our flyers, our promo material: all real, all shot and made by us. Nothing generated, nothing faked.
• Our voice on social media. On Instagram, TikTok, LinkedIn, Reddit and Pinterest, the words and the images are 100% us. Typos and all. (If you spot a spelling mistake, that is not an AI glitch, that is Kaat, who is proudly dyslexic. The imperfections are kind of the point.)
• A wall between us and you. We are not putting an AI chatbot in front of you, and we are not asking you to use some large AI tool to deal with us. If you talk to Wolfstone, you are talking to a human.

Where we do use it, and why

We are two people, not a marketing department. To be found at all, in a world where people search across five different platforms and increasingly through AI too, our written text needs the right terms in the right places. Keeping up with the shifting keywords for Instagram Shopping, Google Shopping and Pinterest from memory, while also being the designer, the goldsmith, the photographer and everything in between, simply is not possible. So we use AI for the parts we would honestly rather not spend our hours on:

• Our blog texts (the longer reading in our Story Realm). These are AI-drafted for structure and search terms, then we rewrite every single one into our own spoken voice before it goes live. The ideas, the angle and the final words are ours.
• The text on our shop pages. AI helps us hold the right keywords and the same clear structure across every page, so the whole site stays consistent and findable.
• Our business spreadsheets and the financial analysis we pull from them. The necessary, unglamorous admin that keeps a small business standing.

We did not land here on our own. Two business coaches and a marketing agency we work with told us the same thing: right now it is keep up or go under. So we made a call. Every minute AI saves us on admin and search terms is a minute we get back at the bench, doing the thing we actually love: making jewelry by hand.

AI and art: a hard no

On one thing we are not grey at all. We are firmly against AI in art. Generating "art" from other people's work, with none of the hands, the hours or the heart, is a line we will never cross and will always speak up about. What we make, we make. Full stop.

The honest nuance