AI is a powerful creative tool within the ideation and visualisation process, but it can easily run wild, producing seductive, polished imagery that risks leading concepts in the wrong direction or distracting from the core idea. Rather than allowing it to dominate, I use AI as part of a controlled, iterative process. Sketches, mood imagery, and my own reference photography often serve as starting prompts, while 3D renders are integrated to help steer outputs toward the intended vision.

When results are generated, they are rarely the end point. Instead, I treat AI outputs as material to be reworked, feeding them back into the creative cycle. This might mean combining CGI models with AI-generated imagery, layering elements together, or refining them further through traditional tools. In this way, AI becomes a collaborator, enhancing and accelerating the process while always serving the core concept rather than overshadowing it.

Below is a snapshot of work created using Ai in various ways. These have been used in various ways throughout my work over the years.