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Creative Control Meets AI: How Designers Like Hannah Ginno Balance Innovation and Authenticity
Hannah Ginno uses AI to save time while maintaining creative control, blending traditional design with AI tools for fresh ideas. She stresses AI supports, not replaces, human creativity.
Maintaining Creative Control Whilst Embracing AI with Hannah Ginno
Hannah Ginno is a graphic designer focused on B2B marketing content, creating visuals that spark conversation and boost engagement. At Nelson Bostock, she hones her skills crafting social media assets, document layouts, presentations, and event materials for product launches and campaigns. Outside work, you'll find her at gigs across genres or playing netball with her local team.
The Impact of AI in Design
LBB: What’s the most impactful way that AI is helping you in your current role?
Hannah: The biggest change is how AI simplifies expanding images and adding or removing objects. Tasks that used to require time and skill now take a single click with Adobe’s tools. For example, when repurposing a hero image for different assets, AI can quickly expand the frame or insert elements. What’s key is that the AI-generated content becomes its own editable layer, allowing refinement without altering the original. This feature saves time while keeping creative control intact.
Qualitative Improvements with AI
LBB: Beyond saving time, do you see AI improving the quality of your work?
Hannah: Absolutely, but with caution. Our team is always looking for ways to work smarter, and AI helps with that. However, automation doesn’t replace the need for slowness, iteration, and empathy in design — qualities AI can’t replicate. AI is a tool, not a replacement. It excels at tasks like resizing, background removal, or masking, freeing designers to focus on storytelling and user experience. It also boosts brainstorming. For example, when helping with Cannes Young Lions Award entries under a tight deadline, I used ChatGPT and Adobe Firefly early on to explore ideas. By the time I started the actual design, I was already creatively ahead.
Challenges in Collaborating with AI
LBB: What hurdles have you faced working with AI, and how did you overcome them?
Hannah: I used to worry AI might replace my job. If it can do most of the work instantly, why pay a creative team for the rest? Overcoming that mindset was challenging. I had to engage with AI openly and learn its capabilities. Technical issues like system errors or misunderstood prompts slowed me down, but platforms are improving. For example, OpenAI’s GPT-4 handles more conversational prompts and greater traffic, which helps.
Balancing AI with Creative Instincts
LBB: How do you balance AI use with your own creative intuition?
Hannah: I always begin with traditional creative processes. If I hit a block or want fresh perspectives, I turn to AI. It’s great for breaking through creative haze. I set clear concepts or emotional tones before using AI so I’m guiding outputs, not just reacting. If AI results feel off, I revert to manual tools or consult teammates. Human experience and brand knowledge remain essential.
Ensuring Authenticity in AI-Generated Work
LBB: How do you keep AI-assisted work authentic and human?
Hannah: AI keeps improving — GPT-4 can now handle complex instructions and text rendering. Still, AI is a support tool, not a full creative team. For a global tech brand I work with, strict brand guidelines govern AI use, including clear labeling and limits on where AI applies. These checks preserve authenticity and brand voice. As technology evolves, some rules may relax, but human review will always be part of good practice.
Misconceptions About AI in the Industry
LBB: Are there common misunderstandings about AI in creative work?
Hannah: Many people think AI can replace entire creative workflows now. For example, using AI to produce a three-minute educational video sounds promising but isn’t practical yet. AI tools can help with storyboarding, scripting, or short clips, but they struggle with creating seamless, polished videos. Current AI clips are short and piecemeal, unlike hiring a videographer who delivers real, versatile footage with authentic human elements. Video production is likely the next AI frontier, but it’s not there yet.
Ethical Considerations in AI Usage
LBB: What ethical issues come up using AI in creative content?
Hannah: Two main concerns stand out. First, authorship and ownership. AI models train on publicly available content, often without explicit consent. For instance, Meta’s Llama 3 faced criticism for using unlicensed materials from shadow libraries. Once data is in a model, it can’t be removed. This raises questions about who owns AI-generated outputs. Second, the environmental impact of AI is often overlooked. AI data centers consume large amounts of non-renewable energy and water, adding to environmental strain. At Nelson Bostock, we stay aware of our impact and commit to environmental goals. AI centers should adopt practices like carbon offsetting and energy optimization as they grow.
Changing Attitudes Towards AI
LBB: Have you noticed shifts in attitudes toward AI?
Hannah: Yes. Outside the industry, AI use is becoming more casual and fun. People enjoy AI-generated images and use ChatGPT for everyday tasks like meal planning or workouts. This familiarity builds confidence that will spread into professional uses.
Future of Creativity with AI
LBB: Does the industry’s current AI conversation leave you optimistic or concerned?
Hannah: I’m neutral but hopeful. I value AI features that improve my work. I’m less worried about AI replacing designers and more concerned about transparency and attribution in AI use.
LBB: Can AI create new forms of art or media?
Hannah: To some extent. AI sparks fresh ideas and generates visuals never seen before, but it’s based on existing data. Each output is a remix, much like sampling music. The originality lies in the prompt and human direction.
The Medium-Term Future of AI in Design
LBB: How do you see AI impacting your field soon?
Hannah: AI automation is already influencing our team. As models improve quickly, AI will become more integrated in the creative process. GPT-4’s ability to generate images with embedded copy is especially promising, turning visuals into ready-to-use marketing assets. This benefits small businesses and supports quick-turnaround projects like pitch decks or social content. AI won’t replace graphic designers but will enhance parts of the workflow. Foundational skills remain crucial for shaping a designer’s eye and expertise. Many brands remain cautious due to legal and operational uncertainties. Technical glitches, like site traffic limits, remind us that AI isn’t flawless yet. Until legal clarity and reliability improve, broad adoption may be slow.
For creatives interested in sharpening their AI skills and exploring practical applications, training like those offered at Complete AI Training can provide valuable guidance.