CLIENT. Artist - Ai Edition #2

YEAR. 2024

Article: AI in Art & Design

Laurie, your art has this fascinating blend of traditional techniques and AI-generated elements. What initially drew you to explore Artificial Intelligence as part of your creative process?

‍The first time I used AI was with MidJourney. I spent about a year experimenting before I found practical ways to use it. A client, Philip Morris, needed scenes of different global locations – Italy, London, Switzerland, and more. I used AI to quickly build compositions that would serve as sketches, allowing me to refine and illustrate them further. AI essentially became a rapid concept tool, helping me visualise and pitch ideas faster. It wasn’t about replacing the art – it was about speeding up the process and enhancing what I was already doing.

That blend of AI and hand-drawn elements really creates a unique synergy. How do you see AI evolving as a tool for artists in the next few years, and do you think it will change the way artists approach their craft?

AI is definitely changing the way artists create – whether it’s video, imagery, animation, or conceptual design. Its biggest strength lies in quickly visualising ideas that feel as real as a photograph. If you can imagine sculpting something out of shells and marble, AI can generate that vision instantly, showing you if it works. AI makes the ideation phase quicker and smoother, which can save artists a lot of time. However, AI can make everything look good, which isn’t always helpful – but that’s part of the challenge. I think it’s a tool that will free up artists to focus on refining and perfecting ideas rather than getting bogged down in the initial stages.

AI Hybrid Illustrations - Philip Morris 2023

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Laurie, as AI tools continue to evolve, do you find they spark new ideas, or do they tend to reflect your existing vision? How much influence do you feel AI has on your personal creative process?
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I don’t think AI directly influences my creativity to much – I tend to use it as a tool that can help my processes. I spend a lot of time looking at what other people are doing with AI, scrolling through hundreds of images daily to study Ai prompts. When I see something that catches my eye, I adapt the prompt to fit what I want to create. Sometimes I’ll tweak the style, sometimes the subject. For me, it’s all about experimentation – seeing if I can produce something unique or hard to replicate. Those visuals, the ones that feel difficult to pin down, are the ones I’m most interested in.

Laurie, do you see AI as a long-term part of your artistic process, or is it more of a phase that fits into the current moment of exploration?
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AI is absolutely part of the long-term process. As it evolves, it will become even more integrated into how we work. Right now, I know some corporate clients are hesitant – they worry about data or ownership issues. The truth is, many of us are already using AI, we just don’t announce it. Interestingly, AI is starting to weave into the way these clients work, so there’s really no avoiding it. AI is going to be a part of everything we create moving forward.

Laurie, as AI continues to reshape creative industries, what advice would you give to artists who are hesitant to explore it?
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My advice is simple – try it. Experiment with how AI might fit into your field. It can solve problems and free up time, allowing you to focus on refining your work. If it doesn’t feel right, put it down until something better suited comes along. AI is evolving fast, and not every tool will click immediately. I know some artists stay away from it, whether out of skepticism or fear of losing their creative edge. That’s fine, but I think those who are open to it will find ways to use AI to enhance their work. The potential is there – it’s just about seeing where it fits for you.