AI is part of my workflow. I use it selectively, at specific points in a project, and always with my own judgment driving the outcome. Here’s exactly where it fits — and where it doesn’t.
Research & Strategy
Before starting a project, I sometimes use AI to research a client’s target audience, competitive landscape, and brand positioning. What tone fits the industry? What are customers in this space responding to? What kinds of ads are performing well right now? This gives me a more informed starting point and means fewer rounds of revision later.
Color & Typography Direction
For brand projects, I use AI to help identify color palette directions and font characteristics that fit the image a brand is trying to project — then I make the final calls myself. It’s a faster way to pressure-test a direction before committing time to building it out.
Image Treatment & Illustration
This is where AI does the heaviest lifting in my workflow. Photoshop’s AI tools let me apply illustrative styles, adjust the look of specific elements, and achieve visual treatments — like a fully illustrated editorial cover — that would otherwise require illustration skills I don’t offer. The composition, the creative direction, and every judgment call along the way are mine. The AI executes the treatment.
What AI doesn’t do
It doesn’t understand your business. It doesn’t know what you’re trying to communicate or who you’re trying to reach. It doesn’t replace five years of design judgment. Every deliverable you receive is built, reviewed, and approved by me before it leaves my hands.
