Artificial intelligence, systematization, and emotional branding are the three pillars of a new creative era. While major corporations adopt AI-powered employees, small and mid-sized businesses are gaining access to methods that were once reserved for the premium and luxury segments. We explore how the creative industry is evolving, together with art director Daria Shiian.
AI Is No Longer an Assistant – It’s a Teammate
The rise of neural networks has sparked a technological transformation across the creative landscape. Today, artificial intelligence not only generates ideas and visuals but actively participates in business operations.“By 2026, AI agents will hold real positions within corporations – with their own logins and even passwords,” said Jason Clinton, CTO of Anthropic, in an interview with Axios. According to Clinton, this shift will open up new operational possibilities and accelerate workflows across industries.
Technology Amplifies – Not Replaces – Human Creativity
Daria Shiian, art director and founder of the branding system Optimized Workflow for
Branding Projects, known for crafting emotionally resonant brands, believes AI should enhance human expertise rather than replace it. Her team regularly incorporates tools like Midjourney, ChatGPT, and Runway – but always as part of a larger creative system.
“AI integration is about acceleration, not substitution. The final call always belongs to the designer. Technology is the spark, not the author,” Shiian explains.She emphasizes that the priority is maintaining quality and scalability without compromising creative freedom. That’s why Daria developed a modular system that allows entire brand projects to be assembled in just four working days – from strategy to brand kit.
Brand.ai and Claude: Elevating Branding to a New Level
Efficiency and emotional intelligence are becoming the new benchmarks in branding. One example is Brand.ai, a platform powered by Anthropic’s Claude, launched in early 2025. It helps brands maintain emotional consistency, even at scale.
“Most AI systems are built for output efficiency, but Brand.ai is designed to unlock creative potential,” says Rob Campbell, Chief Strategy Officer at Colenso BBDO.
Daria Shiian highlights the emotional dimension of branding in an increasingly digital era:“A brand isn’t a logo or a typeface – it’s an atmosphere clients want to return to. Brand.ai helps scale not just the visuals, but the feeling – the identity that triggers connection rather than merely checking the style guide boxes.”
Systemized Branding is now Accessible to All
Where once only global brands with multimillion-dollar budgets could access structured branding systems, these methods are now being adapted to serve the needs of small and mid-sized businesses.
The Optimized Workflow for Branding Projects system includes:
- a clearly defined workflow — from mood board to final brand kit,
- unified templates in Figma and working prompts for ChatGPT,
- design standards and QA checkpoints across all phases,
- built-in onboarding for faster team ramp-up.
The outcome? Over 50 brand kits delivered in just 5 days each, a 30% drop in revision rounds, and seamless collaboration with freelancers without sacrificing quality.“My approach is architectural, not chaotic. Even in the creative industry, structure is what creates the space for real innovation and sustainable growth,” Shiian shares.
Prompt Engineering, Digital Fashion, and XR — Emerging Frontiers
According to McKinsey, by 2024, nearly 48% of creative teams worldwide will be utilizing AI tools on a daily basis.
The future of the creative industry lies in a symbiosis between technology and the human spirit. While AI takes over the repetition, it is still the idea, the emotion, and the systemic execution that remain irreplaceable.
As Daria Shiian puts it:
“Branding is not just about creativity — it’s about structure. With the help of technology and thoughtful systemization, we give businesses more than a logo — we deliver a growth platform that’s fast, accessible, and emotionally precise.”
Juliia Alexandrova
