AI in creative work
Updated 17th April 2026.
AI is already part of creative work. The useful question is not whether it is used, but when it genuinely adds value. At Studio Aitch, I use AI selectively alongside established creative tools such as Photoshop, Illustrator, InDesign, Squarespace and Webflow. It can help explore directions, develop elements, test possibilities and reduce time spent on repetitive tasks. Used well, it can make parts of a project quicker or more efficient.
Faster does not automatically mean better.
Thinking, direction and creative decisions remain human. AI can generate an output, but generating something is not the same as designing a complete solution. A logo is not a brand. A collection of pages is not a considered digital platform. An image is not a campaign.
Effective work depends on understanding the context, deciding what matters and making sure every element works together. It needs structure, consistency, purpose and an understanding of how the finished work will behave in the real world.
The work still needs a creative lead.
Getting something useful from AI takes effort. It involves knowing what to ask, what to question, what to ignore and what deserves further development. The value is not simply in producing more options. It is in recognising which direction is right and shaping it into something coherent.
AI can also miss nuance, introduce inconsistencies and produce convincing material that is simply wrong. Everything is reviewed, challenged and refined. Nothing leaves the studio simply because a tool produced it quickly or it looks plausible.
Where AI contributes to an element or part of the process, I remain responsible for the direction, selection, refinement and final outcome. Clients are still commissioning my judgement and creative work, not the tool.
Open, selective and responsible.
I am open with clients about where AI contributes. If it adds genuine value, I use it. If it does not, I do not.
Responsible use means considering originality, source material, client confidentiality and suitability before choosing a tool. AI is not used to imitate another creative’s work, disguise poor thinking or generate volume for its own sake.
It is not weightless either. AI relies on energy, water, physical hardware and data-cententre infrastructure. Its impact varies significantly between models and tasks, so it is used with purpose rather than by default and considered within Studio Aitch’s wider approach to responsible delivery.*
AI can change parts of the process. It does not change where the value comes from.
The value still comes from the thinking, direction, judgement and craft behind the work.
It’s a tool, not the result.
There is no universal environmental figure for an AI prompt. Energy and water use vary according to the model, task, response length, hardware, data-centre location and measurement method. A 2025 Google study measured a median Gemini text prompt at 0.24 Wh of electricity and 0.26 ml of water, while independent research has found considerable variation between systems and identifies image generation as one of the more energy-intensive generative tasks. These figures are illustrative rather than directly comparable