There’s been a lot of talk about AI - the good and the bad. I’ve heard it all. So, instead of jumping in head first and getting lost - I waited. I wanted all the hype to settle in order to be able to rationally see how it could fit into a professional workflow - not as a trend, but as a tool that adds real value.

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And then I tested it all. I spent days and weeks (and big bills) trying every tool in the market. Many felt amateur, some were extraordinarily beautiful but way more suited for art and cinema. Eventually, I scouted a mix of tools and workflows that actually work for me - and for professional advertising.

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I don’t see AI replacing creatives. I see it as a tool that helps concepting, content, shoots, edits to be faster and more cost efficient. 

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Yes, AI still needs a human creative. My art direction background taught me how to think in lenses, light, storytelling and I see that that’s what turns random AI outputs into consistent and professional work. That is what can represent my unique vision and ideas.

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I built these workflows so I can offer them with confidence, finding ways to have 100% accurate product representation, consistant on brand campaign looks, legally licensed faces behind the AI lens and so much more.

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The technology is evolving fast and I’ll keep evolving with it. All I can say - you should not be scared of AI taking your job. But you should be cautious that creatives who know how to use this tool might…