MOTTO is a strategy and design firm that specialises in the tech and innovation sectors. It is based in New York, and also has people in London, Berlin and Dallas. Here MOTTO’s co-founders, chief executive officer Sunny Bonnell, and chief operating officer Ashleigh Hansberger, tell us how the studio is using AI.
Broadly speaking, are you excited for how AI will change the design industry, or nervous?
It’s fair to feel both curiosity and caution. But those who lead innovation, engage with it. AI is already reshaping the design industry in meaningful ways. We’re seeing creative teams, including ours, explore how to use it thoughtfully to enhance ideas, not replace them. The excitement is in how it can push us to think differently, and expand what’s possible.
Do you have an agreed policy around AI as a business? How did you create it?
Yes. As a strategic brand company, we take both innovation and ethics seriously. We partnered with our legal team to create a formal policy that aligns with Motto’s values and the evolving landscape of AI use. This policy outlines acceptable use, transparency with clients, intellectual property considerations, and guidelines around data handling and creative attribution.
We wanted a clear framework that empowers our team to experiment and create responsibly, without compromising trust, originality, or human intelligence.
When did you realise AI was going to have an impact on design?
We’ve utilised AI for a few years. One of our first meaningful use cases was the development of our proprietary Motto® Perception Map, launched in 2024. This strategic tool blends our methodology with AI to evaluate and visualize a brand’s performance across seven critical dimensions.
What started as a playful experiment quickly became a breakthrough. From there, the conversation shifted from “Should we use AI?” to “How do we integrate this thoughtfully?”
Have you undergone any AI training, either as a studio or individuals? If so, what was it, and what impact did it have?
Yes, we’ve made a conscious effort to upskill across the team. We’ve built a learning and development library that includes courses like Masters of AI, AI-focused masterclasses, and specialised programs on prompt design, image generation, and AI ethics.
These trainings helped us move beyond surface-level use and toward strategic application. We’ve learned how to craft better prompts, avoid bias, and understand where AI fits – and where it doesn’t. It’s elevated how we think about creativity, not just how we execute it.
How do you use AI in the studio’s creative process? What is it good for? Where are its shortcomings?
AI is a powerful co-pilot in our early-stage process. We use it to stretch imagination – moodboards, naming explorations, storytelling prompts, visual studies, brand voice development. It’s particularly useful for divergent thinking and breaking creative block.
But we also know where to draw the line. AI is not a shortcut for craft, taste, or judgment. It doesn’t know the leadership or culture of a brand, which we’re particularly skilled at uncovering. It can’t replace human intuition, strategic depth, or the emotional intelligence required to build meaning and cultural relevance.
We use AI as a teammate and sparring partner. It sharpens our thinking, but it doesn’t do the thinking for us.
Do you think clients care if/how you use AI in your work?
Yes, and no. Most clients care more about outcomes than the tools used. But that doesn’t mean they’re indifferent. They want to know we’re innovating, using tools responsibly, and not compromising originality or ownership.
The key is transparency. When we use AI, we explain how and why. We also educate clients on where human intelligence makes the difference. It’s not about hiding the tools, it’s about setting clear expectations around the process.
Do you use AI for any non-creative aspects of running your business? If so what, and how does it help?
Absolutely. Behind the scenes, we use AI to streamline operations. It helps with internal documentation, meeting summaries, SOP development, and repurposing content.
We’re always looking for ways to reduce friction so our team can focus on high-value creative work. AI lets us scale efficiency without sacrificing quality.
Beyond the best-known tools, what is one AI tool that you would recommend to other design studios?
Krea.ai is a powerful platform worth exploring. It’s particularly strong for real-time image generation and concept development, giving creative teams the ability to rapidly visualise ideas without the overhead of traditional production workflows.
For studios exploring the intersection of motion, identity, and experimentation, it opens up new creative lanes, and it’s fast, flexible, and surprisingly fun to use.