AI

The tool, and where it’s used

The tool is Claude Code, made by Anthropic. It is the only one we use. We use it in the same sense that we use a compiler, an editor and a version control system: it is part of how the work gets done, and the work is still ours.

It writes first-pass scaffolding: boilerplate, repetitive components, the parts of a build that look much the same on every site. We read every line before it stays, and rewrite the ones that don’t earn their place. It does research, checking how a browser behaves or what an accessibility rule actually requires, which we then verify against the source the same way we would a search result. It produces first drafts of copy, giving us structure and tone to push against; neither of us is a copywriter and we’d rather say so than pretend otherwise, but the words that ship have been edited and signed off by us. And it does a second read over our own code, catching the mistakes tired people miss. It catches things. It doesn’t decide anything.

This page was drafted that way and then rewritten by us. It seemed the wrong page to make an exception on.

What it never touches

Engineering decisions. What your site needs, what it doesn’t, and what to do when the obvious approach turns out to be wrong. That is the job, and it is ours.

The architecture behind Pantheon. How the platform is put together was designed by us and is maintained by us. It is the thing every client site stands on, so none of it is delegated.

Emily’s design work. Identity, interface and imagery are hers, entirely. No generated layouts, no generated images, no generated logos. If your site looks like your business, it’s because a designer made it look like your business.

Anything private of yours. What goes in is the sort of thing that ends up on your website anyway: what you do, who you sell to, the words on the page. Your documents, your customer data and your internal business detail do not.

Why we tell you at all

Nobody requires this page to exist. It exists because the whole company rests on one idea, argued in full on the principles page: you should understand what you’re buying before you pay for it. How your website gets made is part of what you’re buying. Leaving it unsaid would be the same move as an unpublished exit fee, only quieter.

We’d rather you knew and chose us than didn’t know and assumed. If a competitor tells you no AI touches their process at any point, they are either working differently from most of this industry in 2026, or they haven’t written it down. Ask them for the page.

What this means for your build

Nothing reaches your hosting that one of us hasn’t read. There is no stage where a description of your business goes in one end and a finished website comes out the other. The tool speeds up the parts of the work that are the same on every project, which is the part you’d resent paying full rate for anyway.

What you get is what you’d get from any careful engineer: code in a repository you own, written in standard tools, that another developer can pick up and understand. If we used the tool badly, that would show up there, in code you own and can have anyone review. That’s the check on us, and it’s the same one we’d ask for.

If this page raises a question rather than answering it, that’s a fair result, and asking us is the point of publishing it: hello@page-flow.co.uk