How we use AI
How we use AI
AI scales human ability.
We use it for anything repetitive, which makes us more efficient and lets us focus on judgment. AI gathers the signals and relies on the past. Interpreting those signals and taking a brand into the future is our work.
Where we apply it
- Market, consumer and trend research
- Analysis and competitor website reviews
- Verifying findings
- Graphic design
- Day-to-day operations, such as invoicing and scheduling
How we work with it
- Clear communication and critical thinking
- AI workflows that are platform-agnostic
- Defined processes for the tasks we automate
- A set standard for what great looks like, so every outcome is evaluated against our best practices
What is done by humans
- Trend forecasting
- Product strategy
- Design direction, including sketches and concepts
- Proprietary design language and brand codes
- Product narrative and storytelling
- White space: what the customer wants that the assortment doesn’t yet offer
- Curation: what to protect and what to cut
- Craftsmanship: evaluating whether a piece is beautiful, technically viable and well made
- Recommendations and priorities
- Leading and training the team
Client information never goes into public AI tools.