Intelligent Comms: Built on Strategy. Powered by People. Augmented by AI.

AI is moving fast, and so are we. But we’re not swayed by every headline. We're intentionally architecting the future of communications.

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Our work has always been powered by people: critical thinkers, creative strategists, curious collaborators. AI doesn’t replace them. It strengthens them. We use it to help brands ask better questions, build smarter stories, and show up where it matters most.

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We counsel clients on staying relevant in a landscape where discovery is evolving quickly. We structure narratives for both people and LLMs so stories get picked up, shared, and remembered.

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At Mission North, we believe:

• Humans, not technology, turn AI’s potential into progress
• The best communicators won’t be replaced by AI; they’ll use it to redefine what’s possible
• Relevance is more important than reach, and strategy beats noise
• Innovation comes from testing and learning together

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We back the Super Communicators, Super Journalists, Super Marketers, Super Brand Strategists — the people reshaping how stories get told in the AI era. And we build the frameworks to help them lead. 

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Super Communicators will define the next era of marketing and PR. They understand AI’s purpose is to help you move smarter, not (just) faster. At Mission North, we are building the conditions for them to do their best work: a clear set of principles, access to the right tools, and a culture that values curiosity and learning.

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Principles Come First

The foundation of AI@MN is our AI First Principles. We created these in early 2023 and recently updated them with new perspectives and learnings. Our principles center our work on people, set the bar for quality, and protect the trust we’ve built with our clients. 

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These principles aren’t limits; they’re standards that remind us to:

• Keep human oversight nonnegotiable
• Hold ourselves accountable for every output
• Protect confidential information as a cornerstone of trust
• Test, iterate, and evolve
• Share what we learn so everyone benefits

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We created these principles early to scale our culture of AI; now, they are the touchstone for how we use it across the agency. If you’re inspired to develop your own AI First Principles, here’s an example of what we use at Mission North to help you get started.

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Our AI Progress Report 

We’ve been experimenting with AI tools to turbocharge creativity, spark collaboration, and reduce administrative drag. And, being the data junkies we are, we’ve benchmarked our performance so we can measure AI’s impact on our own business and our clients’ programs. 

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Highlights: 

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That reclaimed time is going into higher-value work: shaping narratives, uncovering new angles, and finding fresh ways to tell client stories. 

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Where Principles Meet Practice

Our progress isn’t by chance. It’s the result of deliberate choices that keep AI@MN grounded in clear standards and everyday practice. We’ve focused on building the skills, systems, and channels that make AI a meaningful part of our work:

• Establishing clear baselines and policies for safe, effective use
• Building prompting skills through regular practice and shared experimentation
• Creating open channels for sharing wins, challenges, and new ideas

When one person finds a better way to work with AI, the entire agency benefits. That culture of collaboration has kept our adoption practical, creative, and impactful. We look forward to sharing use cases and demos from our team in the coming months.

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Getting Discovered in an AI-First World

Discovery is evolving and AI has upended search. That’s why we’re helping clients navigate Generative Engine Optimization (GEO), the practice of ensuring stories surface in AI-generated answers with credibility and relevance. It’s a natural extension of our principles, applied to the external environment our clients operate in.

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For more on GEO, check out Tyler’s recent LinkedIn post or preview our comms and marketing LLM optimization checklist we recently shared with clients.

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People First, Always

We’re not here to chase hype. AI@MN is about creating the conditions for powerful communicators to thrive, with people — not platforms — at the center. Watch this space for updates on our AI research, insights and innovations.