AI without design systems creates brand chaos

When anyone can generate images, brand matters more. As AI image generation became more accessible across marketing teams, we saw a new risk emerge: brand inconsistency at scale. Without clear creative direction, AI risks diluting brand and design.

To solve this, I led the development of a structured AI imagery system for Illumio—defining not just how images look, but what they mean, when to use them, and how they reinforce the brand across every touchpoint.

There’s a growing misconception that AI reduces the need for designers, when in reality, it’s just raising the bar for us. When anyone can generate an image, the role of design shifts from creation to direction. We get to define systems, meaning, and consistency at scale. This is truly our bread and butter, just packaged in a different way.

The companies that get this right won’t replace creatives. They’ll rely on them more than ever.