KATIE ROSEN

As AI began reshaping the creative landscape, I set a clear philosophy for how it should be used within Gousto as a tool to support creative thinking, never replace it. The aim was simple: reduce friction, move faster and create more space for ideas without losing the human judgement at the heart of great work.

Working with senior team leads, we selected and trialled tools including ChatGPT, Gemini and Exactly AI, embedding structured experimentation through ‘AI School’. In copywriting alone, efficiency improved by around 30%, freeing time for deeper creative thinking and enabling greater variety in the work delivered to customers, while creativity remained firmly human-led.