GoKawiil
Tech News
More than a dozen graphic designers describe clients and employers increasingly using tools like ChatGPT to generate design briefs, concepts, or finished visuals before handing them over for execution. Creative director Emily Foran says she has not been asked to originate an idea from scratch in a year, with her role shifting toward implementing AI-generated concepts rather than creating them.
Oatly creative director Michael Lee says the company has long refused to create a standard brand book, the style guide most large companies use to keep messaging consistent. He says new creative hires are told to 'unlearn everything you know about marketing,' and the company instead gives its creative team unusual autonomy to write and execute its own briefs. Oatly's shift traces back to 2012, when new CEO Toni Petersson and creative chief John Schoolcraft rebuilt the marketing department around creatives rather than traditional marketing structures.