At Birmingham Design Festival, OF A KIND Creative Director Kingsley Peters joined an industry panel to discuss the growing influence of AI on the creative process.
At Birmingham Design Festival, OF A KIND Creative Director Kingsley Peters joined an industry panel to discuss the growing influence of AI on the creative process.
While acknowledging the huge creative opportunities of AI, Kingsley argued that the industry is still in a period of trial and error. Agencies and clients are still learning where these tools add value, how they fit into established creative processes, and what the ethical considerations might be.
A key theme was trust.
For Kingsley, transparency around when and how AI is being used is essential to ensure there are no surprises further down the line when a campaign launches.
“The tools are opening up creative possibilities that simply weren't accessible before,” Kingsley said. “But there is also an ethical question around whether some brands should actually be using AI tools at all. Balancing speed and output with ethical use, and deciding where and how to deploy them, are hugely important considerations in the creative workflow.”
Kingsley also shared how AI is changing day-to-day creative workflows within OF A KIND. While traditional quality control might involve looking for typos, today's review process increasingly means scrutinising AI-generated imagery for rogue elements in images - areas the AI has hallucinated into our concepts that have no place being there.
For OF A KIND, AI isn't about replacing creativity. It's about giving creative thinkers new ways to explore ideas, solve problems and help clients imagine what's possible – all while keeping strategy, judgement and trust firmly in the human domain.
