HUMAN DESIGN IS, AND ALWAYS WILL BE, CENTRAL TO WHAT WE DO.

Art&Graft’s talented team is critical and essential to the studio’s future success: our diversity in culture, background, approach, and skillset is what sets our work apart. We bring our experience and humanity to the ideas we pitch and the work we create, and don’t believe that this can or will ever be replicated by AI.

The very human attributes of taste and curation will become ever more important; just because we will have the power to create endless possibilities doesn’t mean we should or have to. An educated, well-informed oversight and creative guidance will remain critical.

We cautiously view AI as a positive inclusion, looking to embrace the new opportunities it may bring to our human-centric creative processes. We look to work with it, alongside it, and guide it; not stick our heads in the sand or retreat to the hills screaming.

We will look for the positive potential within AI – so long as the careful balance between human creativity and new technology is correctly maintained.

WE BELIEVE THAT AI CAN BE USED AS A TOOL TO POWER UP OUR CREATIVE PROCESS.

We’re interested in how our team can effectively and ethically harness AI as a creative tool within our processes. What we can learn and take into our own practice, how it can challenge traditional design thinking, and improve and inspire our work.

How we can integrate it within more traditional tried and tested processes to iterate, widen and surprise. How we can use it to explore different possibilities, ping-ponging ideas back and forth whilst retaining creative control and refining with human hands.

We have always viewed our team at Art&Graft as a creative Swiss Army Knife, ready to use the broad array of creativity and skills at our disposal to approach each project with its own unique vision. We see AI as being another tool to add to that knife, there to improve our own skills and talent.

As with any tool, the quality of the output is dictated by the skills of the user: it isn’t an alternative to craft. AI will only be successful in the hands of talented individuals and teams – just because someone can use a paintbrush doesn’t mean they can paint like Van Gogh.

EVERYTHING WE MAKE IS ROOTED IN VALUES, INTENTIONALLY DESIGNED  AND METICULOUSLY CONSIDERED.

We don’t just use AI, we choose AI – we are intentional and thoughtful about when we use it, what models we use and its place in our work. It won’t be right for every client and every job, and we will always be transparent about if, when and how it was used within our creative development.

We maintain a commitment to operating in a sustainable and ethical way, monitoring any potentially negative implications on the wider creative industry that it may have. We will prioritise using tools and models which take moral factors into account, actively training the AI models on our own work and creative output to become an extension of our own creative team.

WE DON’T HAVE ALL THE ANSWERS.

AI is a fast-evolving and sometimes daunting technology, and this is where we’re at right now. We will continue to review and assess our use of AI through the context of global and industry developments, as well as through conversations with our team, clients and stakeholders.

One thing that we are confident about is that AI is here to stay. As with any new technology, whilst we continue to educate ourselves on the impact of this powerful new tool, we are excited by the possibilities and potential it can bring to our creative work as we move forwards.

Regardless of where it takes us, people with strong conceptual thinking and a keen eye for design and motion will always be at the centre of what we do.