"AI can expand designers' skill sets": Rehab on how brands are really using AI and why it isn't replacing people

Headshots of Tim Rodgers and Callum Gill from digital and AI branding agency Rehab
(Image credit: Rehab)

AI is transforming processes in all kinds of industries, which inevitably means we'll see more AI in branding and brand design. However, a lot of the discussion about the possibilities still feels abstract, leaving people wondering what practical uses the technology has for designers working on campaigns.

The most most visible face of AI at the moment tends to be generative tools like chatbots and AI image generators. But the team at digital innovation agency Rehab doesn't see these as particularly useful for brands today in their most generic forms. Where Rehab thinks AI can play a role is in ideation and audience validation at the very beginning of the creative process. I spoke to founder Tim Rodgers and Head of Strategy Callum Gill to learn more about what this really looks like.

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.