{"id":13807,"date":"2025-08-26T15:29:58","date_gmt":"2025-08-26T08:29:58","guid":{"rendered":"https:\/\/cstc.vn\/blogtsk\/how-is-superside-using-ai\/"},"modified":"2025-08-26T15:29:58","modified_gmt":"2025-08-26T08:29:58","slug":"how-is-superside-using-ai","status":"publish","type":"post","link":"https:\/\/cstc.vn\/blogtsk\/how-is-superside-using-ai\/","title":{"rendered":"How is Superside using AI?"},"content":{"rendered":"

Superside<\/a> is a design, branding and creative service that works with the in-house teams at clients like Reddit, Pernod Ricard and Antler.\u00a0 Executive creative director Kae Neskovic explains how they\u2019re using AI.<\/p>\n

You can see all the articles in this series here<\/a>.<\/p>\n

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

I\u2019m definitely excited. There\u2019s always been a natural progression of technology in our field, and it would be unreasonable to think that it wouldn\u2019t keep evolving. AI is just the next chapter.<\/p>\n

But I also think we need to stop thinking of \u201cAI\u201d as one big thing. It\u2019s not the same when your mom uses ChatGPT for a recipe, a creative uses Runway to edit videos, or a scientist uses it to speed up calculations.<\/p>\n

It\u2019s not one thing, so it\u2019s not going to have one single effect.<\/p>\n

Instead of being nervous, I think it\u2019s much more productive to focus on how do we, as a group, make AI work for creatives instead of waiting for it to be decided for us?<\/p>\n

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

Yes, we do. We\u2019ve defined a set of principles that guide how we use AI, built around our company\u2019s vision, our brand values, and the needs of our customers. We developed these in collaboration with our leadership team.<\/p>\n

Some of the key pillars:<\/p>\n

Opt-in, opt-out flexibility \u2013 Customers always have a choice.
\nHuman-guided creativity \u2013 Technology is powerful, but creativity starts with people.
\nData security first \u2013 We protect assets and keep everything confidential, safe, and compliant.
\nCustomer-first approach: Different clients want different levels of AI involvement, and we adapt to that.<\/p>\n

When did you realise AI was going to have an impact on design? Was there a moment, a tool, a conversation?<\/h5>\n

It\u2019s hard to pinpoint a single \u201caha\u201d moment because things have been changing so fast.<\/p>\n

A year ago, many of us thought, this is cool if you\u2019re a 15-year-old wanting to make a poster, but what can it actually do for big enterprise brands?<\/p>\n<\/p>\n

So many companies leaned into that grotesque factor of AI making fun of what it can do, the Super Bowl Minions<\/em> ad<\/a> comes to mind, or Fiverr\u2019s Nobody Cares<\/em>, trying to talk about AI as this sort of fad or trend that doesn\u2019t really work, like NFTs.<\/p>\n

Now things are changing. Month by month, quarter by quarter, the improvements have been massive. It\u2019s been incredible to watch, and it keeps pushing our thinking.<\/p>\n

Have you undergone any AI training?<\/h5>\n

Yes, and this has been a huge priority for us.<\/p>\n

In the beginning, we encouraged self-training. But we quickly realised that\u2019s not scalable, fun, or aligned across the team, so we built a structured training program.<\/p>\n

Our L&D team collaborates with AI experts to run regular workshops and up-skilling sessions. Over the last six months, we\u2019ve trained our entire creative services team of 300+ people on the latest tools, and we\u2019ll keep doing it as the space evolves.<\/p>\n

How do you use AI in the studio\u2019s creative process?<\/h5>\n

There are so many different ways we use AI, it\u2019s integrated across the full creative process:<\/p>\n

Ideation and research \u2013 From desk research to note-taking, brainstorming, summarising conversations, and distilling insights, AI helps speed up and streamline early-stage thinking.
\nMoodboarding and exploration \u2013 It\u2019s great for early visual exploration and riffing.
\nImage manipulation \u2013 Think of it like Photoshop on steroids, adapting, transforming, and refining visuals at scale.<\/span><\/p>\n

Custom workflows \u2013 We\u2019ve built AI-driven systems to support design ops, like auto-populating design templates, plugging into Figma, and manipulating design systems. It\u2019s more than just generating images, it\u2019s an engine behind smarter, faster work.<\/span><\/p>\n

The one thing AI isn\u2019t great at is taste and judgment. It\u2019s a powerful assistant, but creative direction still starts and ends with humans.<\/p>\n

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

Absolutely. We always discuss AI usage up-front with clients, and they\u2019re in full control, at both the project and account level. They can opt in or opt out entirely.<\/p>\n

Some brands are all-in on using AI to multiply what they\u2019ve already built. Others want to keep their image generation 100% human.<\/p>\n

Do you use AI for any non-creative aspects of running the business?<\/h5>\n

Yes, AI is everywhere behind the scenes.<\/p>\n

AI note-takers in meetings, ChatGPT for quick research, writing, brainstorming, automations across dev, product, marketing, pretty much every tool we use now has AI baked in, and people across the company are encouraged to experiment and build new workflows.<\/p>\n

Beyond the best-known tools like ChatGPT, what\u2019s one AI tool you\u2019d recommend to other design studios?<\/h5>\n

Some of our favourites right now:<\/p>\n

Krea<\/a> \u2013 Great for campaign generation and marketing workflows.<\/p>\n

Leonardo AI<\/a> \u2013 Our go-to for visual exploration and enhancement.<\/p>\n

Runway<\/a> \u2013 Amazing for video work.<\/p>\n

Visual Electric<\/a> \u2013 Super fun and the most intuitive for designers.<\/p>\n

\nWhat to read next: <\/strong>Have design job ads become too specific?<\/a> | 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>\n<\/div>\n

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

Superside is a design, branding and creative service that works with the in-house teams at clients like Reddit, Pernod Ricard and Antler.\u00a0 Executive creative director Kae Neskovic explains how they\u2019re using AI. 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