When used with intention, AI becomes an invisible layer - quietly increasing the value of your content, extending its lifespan and streamlining production without compromising creative standards or brand integrity.

I use AI as a light-touch tool to enhance stills and motion in a way that’s controlled, ethical and brand-safe. That might mean upscaling an image for large-format use, creating alternate crops or deliverables from a single shoot, animating a still for a social moment, or refining footage to meet a new brief - all without reshooting.

Where it’s most powerful is when we build it into the process from the start. I can help you structure shoots for flexibility - capturing modular, versionable content that can shift effortlessly between platforms, formats and audiences. Whether I’m working directly on your content or consulting with your team, the aim is the same: to increase efficiency and creative range without sacrificing detail or craft.

This is not about replacing people or automating creativity. It’s about adding a layer of intelligence to your workflow - making every asset work harder, look better and last longer.

It’s worth noting that while some AI tools show incredible promise most aren’t quite production-ready - whether it’s consistency, fidelity or control - so I keep a close eye on what’s emerging, but only integrate what’s truly viable for real-world use.