Intent Over Automation: Reclaiming Creative Control Using AI

As a creative, few things are more frustrating than having a clear image in your head and getting stuck trying to visualise exactly what that is. You might find yourself making crazy hand gestures or grasping at objects to represent one thing or another. It’s not surprising that many napkins have famously become mediums for the start of business ideas. When words fail, we reach for whatever we have. If you were lucky enough to be born with a sketching gene, you probably get a lot farther. For the rest of us, resourcefulness has become a creative muscle.

By now, we’re all familiar with artificial intelligence, or AI, as a creative resource. And unlike napkins, creatives don’t always feel as comfortable admitting to its use. Not only is it a debated topic, but in a rapidly digitising world already facing an authenticity crisis, leading with “artificial” doesn’t exactly inspire trust.

As AI evolves, it feels as if we are all trying to make up our minds about where it fits into our creative processes and what it really means. Is it accurate? Adaptable? Optimising? Or is it cheating? Stealing? Depleting our water sources? Whatever questions you’re asking or answering for yourself, one thing is clear: AI is here to stay. And those who learn to use it intentionally (not blindly) will be better positioned to lead creative work, rather than simply respond to it.

In my first year in advertising, I’ve spent a lot of time contemplating what AI means to me as an art director. Although my opinions are still evolving, I can confidently say that in an ideating context, AI has helped me iterate faster and avoid getting stuck dwelling on the outcome (what some might call perfectionist spirals). In short, it’s freed up space to further develop my concepts, rather than pouring all my energy into execution.

That said, speed isn’t everything, and this new efficiency comes with a trade-off. In a world driven by manufactured urgency, part of an art director’s responsibility is to protect and refine their taste. Designer and writer Elizabeth Goodspeed puts it best: “As templated tools, the proliferation of AI and the ubiquity of design tutorials make technical skills more accessible than ever, it’s simply not enough to be able to draw or design anymore. Now you need to have taste.”

With the “everywhereness” of the internet, it’s easy to forget that you’re the one in control. Spending more intentional time on curated platforms without recommendation algorithms like Are.na or Savee.it has been a huge help in developing my taste. And that, in turn, has informed how I use AI, or when I choose not to use it at all.

Building this personal foundation over time has shaped how I view AI’s role in the creative process. From what I’ve observed, AI doesn’t have to dilute creative authority. If anything, it can sharpen it. Those familiar with text-to-image generators like Midjourney and ChatGPT know that prompting isn’t passive; it’s a skill. Having a clear point of view backed by your unique taste is a surefire way to generate results that are distinctive and applicable. The key is not to design around AI’s input-output system, but to harness it in a way that serves your vision. Consciously deciding what is truly beneficial to the work you want to put out will only improve your quality and control.

So, the next time you’re briefed on a project and you feel an urge to start with a prompt, I encourage you to pause and return to the “why.” In my opinion, one of the most important parts of ideating is creative stumbling. What AI doesn’t have is the human capacity for the messy, unpredictable process of creative exploration that often leads to breakthroughs. When we bypass that process, we risk falling into metacognitive laziness, and snub ourselves of our intuition.

Using AI more intentionally means starting from what you already know. Do the groundwork. Build the mood board. Sit with the ambiguity. Empathise with the artists raising concerns. Consider the legal and ethical implications. Protect your standards. Stay curious. And above all, remember that you’re in control. The goal isn’t to find a faster route to the same destination but to use AI as a resource that amplifies the work you’re already committed to making.

Read more from Barrett Hofherr here.