Unless you’ve been hiding in a cave for the last couple of years, you’ll know that AI is here, and it’s here to stay.
What you might not know, is what exactly AI is, and how it might affect our lives in many different ways – fear not, you’re not alone.
In this post we seek to unpack a little more about what we know of AI, how we’ve been learning to use it, and what we’ve experienced as a consequence of applying AI into our workflow.
A Growing Part of the Creative Process
From Adobe’s generative tools to ChatGPT and platforms powered by Google, Microsoft and Meta, AI is now embedded into many of the creative tools we use every day. And it’s only expanding.
Increasingly the conversation is changing to “do we use AI?” The short answer to that question is yes!
That conversation mostly happens with people who may have seen one or two tools online. The truth is, there are dozens of commercial-grade (if not hundreds) platforms out there. Some are image generators, some help with coding, some clean up audio or transcribe interviews, others write text or assist with data analysis.
We regularly explore and test a wide range of these tools—not just for client work, but in our own projects – to understand their strengths, their quirks, and most importantly, their limits.
Tools, Not Substitutes
In simple terms, we see AI as part of the creative toolkit. Much like a camera is an extension of the photographer’s eye, or InDesign helps a designer bring structure to ideas, AI tools are just that: tools. They can speed up certain tasks, help explore different directions, and even reduce the time or cost involved in certain deliverables.
But they don’t replace the spark, the decision-making, or the creative direction that only a human can provide. At Tentmaker, every project is still led by human insight — by us, not a bot.
How quickly is AI coming?
At a recent visit to The Photo and Video Show in London, I was talking with a fellow attendee about digital photography. He recalled how when he and colleagues were first talking about digital cameras approx 20 years previously, they remarked about how they wouldn’t make a difference in their working lives – he then followed up to say that within six months, they were all shooting with digital cameras!
The arrival of digital cameras didn’t make analogue photography a thing of the past, but it did change the landscape (pun intended) remarkably for the world of photography, and the wider industry.
It was also 20 years ago that I first started my work as Roddy Mackay Photography – just as digital cameras were coming to the market. In those 20 years, I’ve only ever had one request to shoot a project on film. Embracing digital cameras has exposed me (pun still intended) to a world of opportunity; not embracing it would likely have restricted my photography workload massively, and left the opportunities that I’ve experienced to others.
At the same trade show, I was challenged by just how much AI is in existence throughout so many parts of the photography and video industry now. Both in hardware and software, AI was one of the most noticeable shifts in how I assessed what is possible today by comparison to when I shot those first commercial frames 20 years ago. Mirrorless cameras, AI trained autofocus, and drone cameras – there is a world of opportunity out there.
Yes, change is hard – but fortune favours the brave.
Real Examples of AI in Our Work
One of the best ways to understand AI and its benefits and drawbacks is to highlight some of the real life examples of how we’ve been making use of it as Tentmaker Creative.
Writing Support Using ChatGPT
We have been exploring using AI in our work by using ChatGPT as a creative prompt. For example, when working on web copy, we sometimes use the tool to generate initial drafts or placeholder text.
This isn’t about asking AI to write finished content — it’s about removing the fear of the blank page. Clients often tell us they find it much easier to edit or rewrite a paragraph than to start one from scratch. That’s where these drafts come in handy: as a springboard for conversation, tone, and messaging direction.
And of course, we firmly believe (and are often reminded) that quality is still king. While AI allows us to produce more, that’s not actually the goal. Search engines for example are looking for natural, high-quality content — not robotic filler. AI can help get us started, but human creativity, structure and storytelling are still what makes content shine.
Image Generation with Adobe Firefly
Another practical use of AI in our work has been through Adobe Illustrator’s Generative AI tools. In projects that require illustrated elements — whether icons, characters, or background scenes – we’ve often worked with illustrators. That’s still something we value highly. But in some cases, Adobe’s tools now allow us to create visual elements using descriptive prompts.
These visuals usually need refinement and editing to meet our standards and suit the brief. But thanks to our design and art direction background, we’re able to work directly with these AI-generated graphics to make adjustments in-house—saving clients both time and budget, without compromising on outcome.
This approach doesn’t replace illustrators – it simply gives us another tool to utilise when deadlines, budgets or scale make custom illustration unfeasible.
Transcription and Audio Support with Otter.ai
We’ve also found tools like Otter.ai incredibly helpful for transcribing and summarising meetings, interviews, and recorded content. What used to be a time-consuming admin task is now handled quickly and accurately, letting us focus on editing and shaping the message rather than typing it all up. It’s a great example of how AI can quietly streamline behind-the-scenes work in really practical ways.
Paid, Professional-Grade Platforms
While AI has often been touted as a white knight, cheap and easy kind of option, our experience is that it isn’t necessarily true.
Although AI might be able to generate content quickly and at scale, the human insight needed to edit and amend that content shouldn’t be replaced.
Importantly, we also only use paid versions of AI platforms to ensure:
- Access to high-quality results
- Licensing that allows for commercial use
- Better data privacy
- Control over creative output
This means any content or visual produced using AI in our projects is safe to use commercially and meets the quality standards we expect. Free tools often come with usage restrictions or lower-quality outputs – we won’t take shortcuts on this.
So while AI might allow ‘easier’ or ‘cheaper’ access to content and ideas, we’ve actually found that most of the time or resource that is saved is actually spent on the cost of adapting resources or making use of premium options.
The Human Element Still Matters Most
At its heart, every great piece of creative work still comes down to human decision-making. Knowing when to say “this version works,” or “that image says it best.” Understanding your audience. Thinking strategically. Telling a story with meaning.
AI can assist, suggest, iterate – but it can’t understand context, tone, or nuance in the way a person can. It can’t replace the personal insight that comes from experience, collaboration, or lived understanding.
That’s where we come in.
Why This Matters for Our Clients
Using AI in our workflow can mean:
- Faster turnaround times
- More affordable options for smaller projects
- Less pressure on clients to provide every word or asset
- Greater flexibility in concept development
But it doesn’t mean handing over control to a machine. You’re still working with a creative team – just one that’s equipped with the best tools out there.
If you’d prefer not to have AI used on your project, no problem. Just let us know at the start, and we’ll tailor the process accordingly.
A Final Thought: Assistive, Not Artificial
While “artificial intelligence” is the widely used term, what strikes me most about AI is that it is probably misnamed. I tend to think of it more as assistive intelligence.
These tools don’t replace human creativity – they support it. They help us do more of the meaningful work, faster and with greater focus. Whether it’s drafting an outline, generating a visual reference, or tidying up a transcript, the value lies not in the machine, but in how we use it. For us, it’s not about replacing people with tech—it’s about enhancing human creativity with better tools. And we’re excited to keep exploring that space.
Looking Ahead
The creative landscape is changing fast, and we’re excited about what that means. We’re committed to using AI tools ethically, transparently, and strategically—always as part of a broader creative process led by people.
We’re not trying to replace ourselves. We’re trying to amplify what we already do well.
If you’re curious about how AI might play a role in your next project — or want to see it in action — we’d love to hear from you.
