My first advice would be to try it. A lot of these tools have entry level models which are free to try. So see how you get on, if the below isn’t your experience then please get in touch and let me know.

With AI tools getting better every day, it’s fair to ask: can AI design your brand identity, plan your next campaign, or generate content for social? The answer is: yes and no. I think you’d be foolish to either use it exclusively or conversely to not use it at all. AI can generate images, suggest ideas, and write copy, but what it lacks is intuition or intent.

AI is incredible at speeding up the execution phase. It can help iterate faster, unlock directions you might not have considered, and take care of some time-consuming production tasks. I use it regularly to experiment with visual ideas, and explore tonal ranges in copy. It's a powerful tool, but it’s still just that: a tool.

What AI can’t do is understand cultural nuance, creative context, or strategic alignment. It doesn’t know you, your audience, your competitors, or your brand’s deeper story. That’s where human thinking matters. People still connect the dots that AI can’t see, shaping direction, applying taste, and ensuring ideas feel refined, not random.

In the creative process, AI is like a fast-moving assistant. Helpful, tireless, and pleasantly surprising, but without an understanding of the human condition then it's just pixel and word generation without a meaningful idea to guide it. When we pair the speed of AI with human insight and vision, that’s when the sparks fly.