Artificial intelligence lowers the cost of exploration, speeds up prototyping and opens new visual possibilities. It also increases the risk of producing interchangeable imagery.
The brief matters more
The more an instrument can produce, the more precise the selection criteria must become. Art direction, references, exclusions, motion grammar, texture, framing and tone should be explicit.
Humans keep direction
Value is not in the number of generated variants. It is in recognising which one truly belongs to the brand and turning it into a credible execution.
Used well, AI does not replace signature. It gives a clear signature more ways to express itself.
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Strategy · Identity · Image · Digital