AI's use has exploded in the past year and is quickly changing every part of the creative process and we’re fully embracing anything and everything we can do with it.

At Kettle, we leverage AI heavily in the concepting phase so we can move faster in our already fast-paced work environment, and do so in a smarter way. When projects kick off, we can hit the ground running with endless on-brief starting points, quick visual direction pressure tests, and organized brain mapping — all made possible with AI.

There are countless tools centered around prompt & image generation, mind mapping, and data analysis that help us build out our ideas — but a few really stand out:

For ideation, we use Daydrm.AI, which creates strategic briefs and creative concepts on-demand, and can generate ideas for YouTube, UGC, live events, and landing pages. We tested it with previous client work from a 360 campaign and it wasn’t too far off from our initial thinking. However, we did find that the ideas lacked a bit of humanity, humor, and creativity. We also found it challenging to keep the Daydrm.AI ideas within project constraints, a common concern for many AI tools at this stage in their overall development. TextFX is also fun to use for mind-mapping, and can really spark creativity during the concepting phase. Both tools provide great jumping off points.

Daydrm.ai

Miro is a great tool for tracking ideation through AI-driven mind mapping. It helps keep ideas organized, even while rapidly adding to and expanding them.

Miro Example

Tome and beautiful.ai are interesting tools that help with the fun, but dreaded, task of building a deck. They can take outlines and create initial decks while also generating images and graphs based on text inputs.

Tome example

Looking ahead, AI will continue to become more and more of an indispensable tool in the creative industry. We’re excited to continue on our journey with AI over the next year to help get us to smarter ideas faster, make dreams that were once way out of scope a reality, and just help bring our imaginations to life!

Kettle believes that the power of ideas comes from making unique connections from each contributor's life experiences, POVs, and knowledge bank — and that humanity is at the core of the most meaningful creative concepts. This process can never be replaced by AI, but AI can play the role of collaborative researcher and co-brainstormer. It can help us get the less creative tasks done faster, and allow us more time to craft genius ideas.

Note: At Kettle we do not use these tools for all clients, only with those which have approved the use of AI.