Hey Studio is a creative agency based in Barcelona. It works on creative strategies and visual languages for clients like Lufthansa and Google, as well as local restaurants and bakeries. Here, founder and creative directress Ver\u00f2nica Fuerte shares how they are working with AI.<\/p>\n
You can see all the articles in this series here<\/a>.<\/p>\n Right now I feel like I\u2019m somewhere between paradise and hell. On one side, it\u2019s a beautiful moment because AI pushes me to be better, faster, and even a stronger designer.<\/p>\n But I also know that in the future it will change the way we work, not only in design but in everything. That\u2019s why I think it\u2019s important to be aware of it now, so you can redirect yourself and adapt.<\/p>\n For now, we only use AI for prototypes, not for final deliverables. And we do have something written into our contracts \u2013 we don\u2019t accept briefs from clients that come with AI-generated art direction. That\u2019s our way of making sure the work we do remains original and aligned with our standards.<\/p>\n About a month after ChatGPT launched. I realised it wasn\u2019t just going to impact design, but life itself.<\/p>\n I honestly think the idea of \u201chaving a job\u201d as we know it today will disappear. We won\u2019t be working 9 to 5 anymore. In five or ten years, work won\u2019t look like this, maybe it will be more about circles, communities, volunteering.<\/p>\n I don\u2019t know exactly what form it will take, but I do believe we won\u2019t be going to \u201ca job\u201d in exchange for a salary in the way we do now.<\/p>\n No, we haven\u2019t done any official courses. I believe the best way is self-training, following your own curiosity and learning by doing. What we do, both myself and the team, is dedicate work time to exploring tools.<\/p>\n We actually set aside a morning called Hey Lab every Thursday, where we all experiment together with different AI programmes and create imaginary projects. That way we learn which tools are best for what.<\/p>\n It\u2019s not formal training, it\u2019s more like self-discovery. And I think it\u2019s important \u2013 if you don\u2019t know what AI is capable of, you won\u2019t see the possibilities.<\/p>\n We mainly use it to prototype ideas we already have. Sometimes also for illustration, things like trying out different lights, textures, or finishes, just to explore a bit further.<\/p>\n It\u2019s good for opening up options and making the process faster. And honestly, I think in the future we\u2019ll end up designing through a chatbox window. That\u2019s how I imagine design will happen in many years from now.<\/p>\n So far, in our experience, no. None of our clients have asked us to use AI or questioned if we do.<\/p>\n Sometimes in new business we\u2019ve seen things made with AI, but not in actual projects. I think AI is just another process, sometimes you work analogue, sometimes digital, sometimes with AI.<\/p>\n In the end, it\u2019s about choosing the best process for the project, no matter what technique you use.<\/p>\n es, I use it quite a lot. Not only for design-related tasks, but also more like having a \u201ccoach.\u201d I already have a coach, but sometimes I ask AI specific questions when I have doubts, or for strategies I would normally have to research myself.<\/p>\n It helps me a lot, even with very concrete business questions like, \u201cWhat would you do in this situation?\u201d I find it really useful for thinking through business strategies and decisions.<\/p>\n Honestly, I think almost every app I use today already has AI built in. I use Notion with AI, Google Gemini, so in a way I feel like I use AI everywhere because it really helps me work faster.<\/p>\n But if I had to choose one type of tool, I\u2019d say transcription apps. I love any AI app that transcribes conversations or meetings, because it\u2019s been so helpful to have everything written down. And I also think it protects you if there\u2019s ever a problem \u2013 having things documented makes everything much clearer.<\/p>\nBroadly speaking, are you excited for how AI will change the design industry, or nervous?<\/h5>\n
Do you have an agreed policy around AI as a business? If so, how did you create it?<\/h5>\n
When did you realise AI was going to have an impact on design?<\/h5>\n
Have you undergone any AI training, either as a studio or individuals?<\/h5>\n
How do you use AI in the studio\u2019s creative process? What is it good for? Where are its shortcomings?<\/h5>\n
Do you think clients care if\/how you use AI in your work?<\/h5>\n
Do you use AI for any non-creative aspects of running your business? If so what, and how does it help?<\/h5>\n
Beyond the best known tools (like ChatGPT) what is one AI tool that you would recommend to other design studios?<\/h5>\n