Lab hosted our first AI Sprint exploring how artificial intelligence can enhance, not replace, the work we do.

Amplifying what we do best

The branding world is in the midst of an AI gold rush. Some chase speed, others chase lower costs. We’re after something even more valuable: amplification. We aim to use AI to go further, with the same time and the same team.

That’s why <a href="https://saffron-consultants.com/journal/introducing-lab" target="_blank" rel="noreferrer noopener">Saffron Lab</a> ran a week-long AI sprint, bringing together teams from our four global offices to see what’s possible when smart tools are in the hands of talented people. For five days, strategists, designers, client leads and business developers worked side by side to test how AI can help us work better, not just faster. We tested tools. We benchmarked outputs. We asked the hard questions. Some platforms impressed, and others underwhelmed. But most importantly, we proved our AI philosophy in practice: AI on tap, creativity on top. Teams explored more extensively and developed richer iterations in less time. But our goal wasn’t cold efficiency. Across disciplines and time zones, people got to test how to expand their own concepts and share knowledge in real time. AI didn’t replace our thinking, but it gave us more room to do it.

The sprint was just the beginning. What’s next:
<ul><li dir="ltr">Ongoing advisory for clients on how to make the most of AI </li><li dir="ltr">Thoughtful use of AI in our projects, led by human judgment and natural intelligence</li><li dir="ltr">More differentiated creative work that delivers for our clients</li></ul>

Still want to know more? <a href="https://saffron-consultants.com/contact" target="_blank" rel="noreferrer noopener">Get in touch.</a>

AI on tap, creativity on top

Related links

Related work

City Brand Barometer 2025, Tourism edition

International Holocaust Remembrance Day 2026

Past, present and a new future for The Wadsworth