Where it earns its place
Moodboards and territory tests before a shoot
Set, location and wardrobe previsualisation
Background extension, clean-up and variant crops
Campaign adaptations across dozens of formats
Copy variants for headline testing
Tools
Midjourney, Firefly, Runway
Photoshop generative workflows
Claude and GPT for briefs, naming, copy passes
Where it does not
Final campaign imagery for real products
Anything a client would have to defend as documentary
Type, logo and layout decisions
The rule
Every AI-assisted asset is declared to the client
No trained-on-a-living-artist prompts
If it cannot be re-shot for real, it does not ship