{"id":13013,"date":"2025-07-30T22:30:08","date_gmt":"2025-07-30T15:30:08","guid":{"rendered":"https:\/\/cstc.vn\/blogtsk\/how-is-motto-using-ai\/"},"modified":"2025-07-30T22:30:08","modified_gmt":"2025-07-30T15:30:08","slug":"how-is-motto-using-ai","status":"publish","type":"post","link":"https:\/\/cstc.vn\/blogtsk\/how-is-motto-using-ai\/","title":{"rendered":"How is MOTTO using AI?"},"content":{"rendered":"

MOTTO<\/a> 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\u2019s co-founders, chief executive officer Sunny Bonnell, and chief operating officer Ashleigh Hansberger, tell us how the studio is using AI.<\/p>\n

Broadly speaking, are you excited for how AI will change the design industry, or nervous?<\/h5>\n

It\u2019s 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\u2019re 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\u2019s possible.<\/p>\n

Do you have an agreed policy around AI as a business? How did you create it?<\/h5>\n

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\u2019s 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.<\/p>\n

We wanted a clear framework that empowers our team to experiment and create responsibly, without compromising trust, originality, or human intelligence.<\/p>\n

When did you realise AI was going to have an impact on design?<\/h5>\n

We\u2019ve utilised AI for a few years. One of our first meaningful use cases was the development of our proprietary Motto\u00ae Perception Map, launched in 2024. This strategic tool blends our methodology with AI to evaluate and visualize a brand\u2019s performance across seven critical dimensions.<\/p>\n

What started as a playful experiment quickly became a breakthrough. From there, the conversation shifted from \u201cShould we use AI?\u201d to \u201cHow do we integrate this thoughtfully?\u201d<\/p>\n

Have you undergone any AI training, either as a studio or individuals? If so, what was it, and what impact did it have?<\/h5>\n

Yes, we\u2019ve made a conscious effort to upskill across the team. We\u2019ve 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.<\/p>\n

These trainings helped us move beyond surface-level use and toward strategic application. We\u2019ve learned how to craft better prompts, avoid bias, and understand where AI fits \u2013 and where it doesn\u2019t. It\u2019s elevated how we think about creativity, not just how we execute it.<\/p>\n

How do you use AI in the studio\u2019s creative process? What is it good for? Where are its shortcomings?<\/h5>\n

AI is a powerful co-pilot in our early-stage process. We use it to stretch imagination \u2013 moodboards, naming explorations, storytelling prompts, visual studies, brand voice development. It\u2019s particularly useful for divergent thinking and breaking creative block.<\/p>\n

But we also know where to draw the line. AI is not a shortcut for craft, taste, or judgment. It doesn\u2019t know the leadership or culture of a brand, which we\u2019re particularly skilled at uncovering. It can\u2019t replace human intuition, strategic depth, or the emotional intelligence required to build meaning and cultural relevance.<\/p>\n

We use AI as a teammate and sparring partner. It sharpens our thinking, but it doesn\u2019t do the thinking for us.<\/p>\n

Do you think clients care if\/how you use AI in your work?<\/h5>\n

Yes, and no. Most clients care more about outcomes than the tools used. But that doesn\u2019t mean they\u2019re indifferent. They want to know we\u2019re innovating, using tools responsibly, and not compromising originality or ownership.<\/p>\n

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\u2019s not about hiding the tools, it\u2019s about setting clear expectations around the process.<\/p>\n

Do you use AI for any non-creative aspects of running your business? If so what, and how does it help?<\/h5>\n

Absolutely. Behind the scenes, we use AI to streamline operations. It helps with internal documentation, meeting summaries, SOP development, and repurposing content.<\/p>\n

We\u2019re 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.<\/p>\n

Beyond the best-known tools, what is one AI tool that you would recommend to other design studios?<\/h5>\n

Krea.ai<\/a> is a powerful platform worth exploring. It\u2019s 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.<\/p>\n

For studios exploring the intersection of motion, identity, and experimentation, it opens up new creative lanes, and it\u2019s fast, flexible, and surprisingly fun to use.<\/p>\n

\nWhat to read next: <\/strong>Stress, spinning plates and free pitching \u2013 what\u2019s it like to start your own studio?<\/a> | What is your earliest design memory?<\/a> | The Class of 2025 \u2013 our pick of this year\u2019s degree show projects<\/a> | Deep impact \u2013 why design must prove its worth more than ever<\/a>\n<\/div>\n

Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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