Our global design agency Re (part of M&C Saatchi Group) has launched a set of six principles to navigate its future use of Artificial Intelligence (AI).
CEO Patrick Guerrera has launched the principles in consultation with the global leadership team to address what he sees as a gap in the rapidly changing landscape.
“Our goal at Re is to help our clients take advantage of the incredible potential of AI, to support human creativity in designing truly distinct brands and experiences,” said Pat. “These principles are our way of staying on the front-foot as we move into this exciting new era.”
In a world where AI is part of everyday life, we have seen the challenge as leading brand-led designers to balance the need to embrace the new, with the need to proceed consciously and with purpose. These principles are our first pass at finding that happy equilibrium.
Our leadership team has rolled-out the principles internally, and are currently taking our clients through them, so they can too understand the new capabilities we have as an agency, as well as the shared responsibility to use them well.
The way this work is being undertaken has been evolving rapidly as we integrate tools such as Midjourney, ChatGPT and Stable Diffusion into our practice. We provide advice to clients to develop a story they can tell, tools they can use, and experiences that engage people in their world. Almost every day, practical questions were emerging about the ways our agency, our staff, and suppliers would like to utilise AI – and the ways they did not want to use it.
The aim of the principles is to guide our day-to-day work with clients. We are taking these principles as a starting point with the understanding that they will evolve as technology advances, understanding grows, and society’s attitudes towards AI changes.
The principles have been created with the design industry and business in mind. While AI can seem too big or complex for companies and staff to grapple with, Our aim is to bring people along on our journey as we also learn.
To read our six principles click here.