Finding Your AI Sweet Spot: A Creative's Guide to Tools That Actually Help

The AI landscape feels overwhelming, doesn't it? Every week there's a new tool promising to revolutionise your creative process, but which ones actually deserve a place in your workflow? And more importantly, which ones might be doing more harm than good?

This question was answered by Olivia Gatt, Creative Director at Scooter. As an award-winning creative leader specialising in art direction and design, Olivia brings practical experience from working with major clients like Amazon, NAB, and BMW. The conversation was hosted by Andy Wright, founder of Never Not Creative.

The Tools That Actually Work

Olivia's approach to AI is refreshingly practical. "I use Photoshop generative fill – I think it's called Firefly 3 – that is an incredible addition to any designer's practice," she explains. This isn't about replacing creativity; it's about enhancing the tools you already know.

For image generation, she's found success with Sora, though with an interesting twist: "I use ChatGPT to help me craft Sora prompts because Sora needs to be spoken to in a very particular way." The tool likes "sing-songy, whimsical, narrative" language – something that doesn't come naturally to everyone.

She's also experimented with Midjourney but hasn't found the right fit for her ideation process yet. The key here? Not every tool needs to work for every creative.

Using AI as a Creative Catalyst

The real magic happens when AI helps you show ideas that previously lived only in your head. "I've had this wacky image in my head, I'm like I don't know how to get it on paper and we don't have budget for an illustrator. I'll just scrap that idea," Olivia shares. "I've been able to actually show the client this wacky idea in my head."

This is AI at its best – not replacing human creativity, but giving it a voice when budget or technical constraints might otherwise silence it.

The Mindful Approach to AI

Rather than declaring certain tools off-limits, Olivia encourages thoughtful usage: "I would encourage you to think when you are using them and why you are using them, and what biases and stereotypes is it generating so that we can counteract that."

As creatives in advertising, "we are reflections of society. So we need to reflect back what we want to see and hear and think." This responsibility becomes even more crucial when AI enters the mix.

Keeping the Human Touch

Perhaps the most reassuring insight comes from a quote Olivia keeps returning to: "There's never not been a problem with humans having great ideas." We're naturally creative beings, and AI works best as a tool to prompt and enhance those ideas, not replace them.

The conversation also touched on concerning trends, particularly around "starter skills" – those foundational tasks that build confidence and collaboration abilities. As one participant noted, even simple things like email etiquette and human collaboration can't be learned from a machine.

Finding Your Balance

The key takeaway? Use AI with a light touch. Olivia keeps her AI use primarily in ideation phases, always being mindful of biases and never using it in ways that might steal from other creators' work. It's about enhancement, not replacement.

Remember, you don't need to use every AI tool that exists. Find the ones that genuinely help your creative process, use them thoughtfully, and never let them replace the uniquely human spark that makes your work special.

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