This page outlines my position on working with artificial intelligence as an Art Director and Designer. Not as a trend, a shortcut, or a replacement for craft, but as a tool that expands what can be imagined, tested, and built. AI is reshaping creative practice whether we like it or not, and having a clear stance matters.
I embrace AI when it enables exploration beyond the limits of time, budget, or physical constraints, and when it helps materialize ideas that would otherwise remain speculative. I do not use it to imitate existing work, to bypass thinking, or to replace processes that are better served by traditional methods. The decision to use AI is intentional, not automatic.
This manifesto exists to make that intent explicit. It defines how and why AI appears in my work, the standards I hold it to, and the boundaries I do not cross. These principles guide my process, shape my outputs, and ensure that authorship, meaning, and responsibility remain at the centre of everything I create.
1 - Exploration, Not Substitution
AI is a creative instrument, not a substitute for thinking, craft, or taste. I use it to explore directions that traditional tools cannot easily reach, not to replace established practices. When a concept is better served through photography, illustration, or physical production, that path should be taken instead.
2 - Pure Prompting
As a fellow creative using generative Al, I commit to pure prompting and crafting instructions that generate new, original images and videos. I avoid referencing other artists or styles as shortcuts and focus instead on building prompts and processes that generate genuinely new outcomes. AI becomes valuable only when it is used to create work that did not previously exist.
3 - Technical Mastery
There's a misconception that creative production using AI is effortless. That you can just type a prompt a masterpiece appears. Truth is, what looks effortless often comes from careful prompting, testing, and direction. The outcome is shaped, not discovered.
4 - Full Transparency
Integrity matters. I believe in being transparent about using Al, and I make it a point to clearly state when it is involved in projects. It's important to acknowledge the role Al plays in shaping the art and design we see today and how it contributes to my own creative process.
5 - Continuous Skill Development
The world of Al is moving quickly, and I challenge myself to continually learn and innovate within it. I continuously test new techniques, workflows, and tools, treating AI as a medium that requires skill, curiosity, and discipline. I embrace the potential of generative Al not just as a tool, but as a medium that requires skill and dedication.