EXPERTISE

• 15+ years experience in motion graphics

• Visual lead of countless major marketing campaigns

• Worked at large and small agencies ranging from 5-500 employees

• Former teacher at Otis, one of the top design colleges

First, let’s clear the air: what is colloquially being referred to as “AI” is not actually artificial intelligence. These are LLMs (Large Language Models) and machine learning systems, essentially large pattern-matching programs with significant limitations, the most critical being their inability to reason. This distinction has been highlighted by leading researchers and developers, including Apple’s own Machine Learning Research team.

Okay… Understanding that is really key to knowing the ceiling for AI use in visual marketing.

While these tools can be valuable when used in the right circumstances, they also pose serious risks to brand integrity and can create an unpredictable reliance on systems with high hallucination rates. Mistakes a human would catch often slip through. In fact, company failure rates on AI initiatives have risen from 17% to 42% in the past year.

In visual marketing, AI-related errors can cause anything from mild embarrassment to severe legal trouble. These branding blunders have affected companies like McDonald’s, Sports Illustrated, Coca-Cola, and even Microsoft. One mistake can damage customer trust, spark a media storm, and derail entire campaigns.

I provide consulting that cuts through the hype and clarifies how AI can be applied effectively, and where it should be avoided within your visual marketing workflow. This includes a roadmap for future integration based on technological growth, cultural shifts, and marketing trends, as well as company-specific guidelines for vetting AI-assisted marketing before public release and avoiding common pitfalls for creatives and marketing teams.

I help brands use AI in visual marketing the smart way, getting the benefits without the brand-killing mistakes. My approach gives you practical tips, clear guardrails, and a custom plan for using AI safely and effectively.