The brief comes first
AI has become part of the conversation around design, image making and video. My interest is practical: can a tool help explore an idea, solve a visual problem or make a repetitive task easier? That question still starts with a brief. A convincing image is useful only when it serves the business and the intended audience.
Use exploration to ask better questions
Early visual directions can help clarify mood, composition and colour before a project moves into detailed production. They can make a conversation more concrete: does the client want a quieter presentation, a stronger contrast or a more cinematic treatment? The value comes from choosing a direction and developing it consistently.
A plausible result can still be wrong
Generated material needs review. Text can contain invented information; images can introduce inconsistent details or objects that do not belong. NIST's Generative AI Profile describes the risk of confidently presented false or inconsistent outputs. For design work, that is a reason to check the result against the brief and source materials rather than trust its polish.
Keep real work recognisable
A portfolio should show the work that was actually delivered. Product details, client logos and project photographs need particular care because an invented change can misrepresent the subject. I distinguish visual exploration from the materials that demonstrate a real project, and review any proposed alterations before delivery.
The craft continues after generation
Composition, typography, editing and consistency still need decisions. An image that works in isolation may fail inside a page or at a small size. A video sequence needs coherent movement and pacing. I see AI as one tool within a wider creative process, with the designer responsible for deciding what is suitable for the final work.