How Generative AI Is Reshaping Creative Work

After many years as a creative director and photographer, I’ve learned how ideas evolve. Some come fast. Others take time. Either way, the early stage (the blank slate) is the hardest part. That’s where generative AI has changed everything for me.

Before, I might spend a few hours researching, looking through past campaigns, or building mood boards. Now, with tools like ChatGPT and Midjourney, I can start shaping ideas faster. Not with finished concepts, but with sparks. Words that trigger a headline. Visuals that point to a tone or mood. A color palette that sets the stage.

When I use ChatGPT, I’m not looking for polished copy. I want structure, rhythm, contrast, a different perspective. Midjourney helps me quickly see what’s possible. I’ll run variations on a brand theme, combine references, or just explore light and texture.

These tools don’t give me final answers. They help me move past the hesitation that can stall a good idea. The blank page isn’t blank anymore. It’s full of jumping-off points. And that makes me better. Faster, yes, but more open too.

What AI has added to my process isn’t just speed. It’s depth. The ability to explore ten paths instead of two. The freedom to prototype an idea visually before presenting it. The chance to reimagine what creative flow even means.

I still believe in craft. In taking your time when it matters. But I also believe in tools that help you think more clearly. AI doesn’t remove the need for good ideas. It just gives you more ways to find them.