Stretching What's Achievable with AI

Ellie D'Eath is associate creative director at Collective, having previously worked as senior designer at Ignis and creative designer at both Geometry Global and Liquid Marque.

LBB> What’s the most impactful way that AI is helping you in your current role?

Ellie> It’s often the small, seamless improvements that make the biggest difference.

With tools like Adobe Firefly integrated into my workflow, I can refine and adjust imagery without interrupting my creative process. The real impact comes from how it removes some of the more repetitive, technical tasks – things that might not be the most enjoyable part of the job.

Instead of spending hours on minor tweaks, I can focus more on the aspects of the work that feel genuinely creative and fulfilling.

LBB> We hear a lot about AI driving efficiencies and saving time. But are there any ways that you see the technology making qualitative improvements to your work, too?

Ellie> Definitely. Gen AI isn’t just about speed, it can also open up new creative possibilities. In some cases, it allows us to be more ambitious with what we can achieve, especially when working with tighter budgets. It doesn’t replace craft, but it can stretch what’s achievable, helping us execute ideas that might have felt too ambitious before.

LBB> What are the biggest challenges in collaborating with AI as a creative professional, and how have you overcome them?

Ellie> For me, the biggest frustration is that I often have a very specific vision in my head, and AI-generated results never quite land exactly where I want them to. It gets close, but not there. And sometimes, the process of refining prompts takes longer than just doing it myself. It’s a strange push-and-pull. AI can be helpful, but it can also be a distraction if you’re not careful. 

LBB> How do you balance the use of AI with your own creative instincts and intuition?

Ellie> AI is there to assist. It’s a tool that can help speed things up or spark ideas, but the real creative decisions still come from experience and instinct. I think the key is making sure AI supports the process rather than shaping it entirely.

LBB> And how do you ensure that the work produced with AI maintains a sense of authenticity or human touch?

Ellie> Anything I create using gen AI will always have a human touch because I’m actively involved in shaping and refining it.

AI might assist in certain parts of the process, but it’s never creating the final outcome. The choices, the storytelling, and the intent behind the work all come from humans. It’s not about whether AI is used, it’s about how it’s used, and that’s where human creativity will always be essential.

LBB> Do you think there are any misconceptions or misunderstandings in the way we currently talk about AI in the industry?

Ellie> Definitely. One common misconception is that AI can instantly produce exactly what you need.

It's true that AI can generate beautiful imagery with ease, but where it falls short for me is in creating something that aligns perfectly with a brief or communicates a specific solution.

The challenge isn't in making something visually appealing, it’s in crafting something that fits the vision, the message, and the intended outcome. AI can get close, but it often requires a lot of refining to meet the precise creative needs of a project.

LBB> What ethical considerations come to mind when using AI to generate or assist with creative content?

Ellie> Copyright is the first concern that comes to mind, AI is trained on vast datasets, and we still don’t have clear answers about where that material comes from or how it's being used.

But beyond copyright, there’s a broader issue: if AI becomes the go-to tool for every creative solution, we risk cheapening the craft itself.

Creativity takes time, effort, and skill, and relying too much on AI could devalue that.

There’s also the potential loss of entire industries, like photography or illustration, that have traditionally supported creative work. If we let AI replace those industries, we not only risk losing jobs but also the depth of expertise that comes with hands-on production.

It's a complex issue, and the industry needs to address how AI can be used responsibly without undermining the very things that make creativity valuable.

LBB> Have you seen attitudes towards AI change in recent times? If so, how?

Ellie> I think there’s a much broader curiosity about it now, and people seem more open to experimenting. But the reactions are still mixed. Some are all in, eager to explore its potential, while others are more cautious, unsure of what it means for the industry. It reminds me of how people react to any new technology – there’s an initial divide between early adopters and sceptics, but over time, things tend to settle somewhere in the middle. Right now, we’re still figuring out exactly where that balance is.

LBB> Broadly speaking, does the industry’s current conversation around AI leave you feeling generally positive, or generally concerned, about creativity’s future?

Ellie> I’m generally optimistic. There’s a lot of potential for AI to enhance creativity and open up new possibilities. The experimentation we’re seeing right now is exciting, and AI can definitely push boundaries when used thoughtfully.

That said, there’s always the risk that if it’s seen primarily as a way to cut costs or speed things up, we could end up with a flood of generic, uninspired work. But as long as we remain focused on what makes creative work meaningful then it can be a great tool for innovation.

LBB> Do you think AI has the potential to create entirely new forms of art or media that weren’t possible before? If so, how?

Ellie> In some ways, yes. AI makes it easier to experiment and push ideas further, which could lead to new creative possibilities. It’s like having an endless sketchbook where you can try things out way faster than before.

But is AI actually creating something new, or just speeding up the process? I still think the most exciting ideas will come from people, AI just gives us another way to explore them.

LBB> Thinking about your own role/discipline, what kind of impact do you think AI will have in the medium-term future? To what extent will it change the way people in your role work?

Ellie> In the medium term, I think AI will become an integral part of the creative process, but it won’t replace the need for hands-on, real-world work. Instead, it will encourage more collaboration between traditional methods and AI. It’s about finding that sweet spot where AI can help elevate the process without taking away all the joy from the industry.