Use of AI in My Creative Process
I see artificial intelligence as a tool, no different from any other in my creative arsenal, that should be used thoughtfully and purposefully and not just for the sake of it. I don’t believe in a “one-size-fits-all” approach to AI: it has its strengths, but it is not a universal solution.
In my day-to-day process I often use text-based natural language models like ChatGPT for ideation, iteration and inspiration. They are a great tool to quickly test concepts, break creative blocks and explore possibilities, but never a shortcut to bypass human judgement.
When it comes to image-based generative AI, I approach with extra caution and usually only use it as a last resort. When needed, I prefer to use ethical and commercially safe models. My go-to is Adobe Firefly, which states that it is built on a foundation of ethical AI principles and is trained on content that is licensed or in the public domain, rather than indiscriminate web scraping. This provides reassurance that any AI-generated content is safe to use commercially and minimises risk from an intellectual property standpoint.
When my work does include AI-generated content, I do not use these outputs “as-is”. Instead, I treat generated images/video the same as any other creative asset: raw material to be refined, elevated, and integrated into the final project.
I think it is important to move with the times and embrace new tools as they become available, but human craftsmanship, critical thinking and expertise remain at the core of my process.
