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News

  • 31 May 2023
  • 1 min read

Meet Saffi

  • 31 May 2023
  • 1 min read

Making brands memorable with the help of AI

In the crazy-fast evolving tech landscape, our industry stands divided: between those who wildly embrace all technological progress and those who instinctively believe creativity should remain a human domain.

Consultancies and agencies have always adapted to industrial change from copywriting to corporate identity and we foresee new types of consultancy emerging, driven by AI and highly disruptive. Instead of waiting to be disrupted, we choose to lead.

Our first step was to assemble a diverse team of UX specialists, creatives, brand strategists and interface designers. We formed loose relationships with development and research companies. We shared our visions and concerns, and agreed on the places where AI could offer the greatest value.

Then, the tools. So many! We explored GPT, Jasper, Midjourney, Perplexity, NeuralText, Bubble, and many more, each tested against specific use-cases. We wrestled with the dilemma of committing to subscriptions in a rapidly changing field. After rigorous testing, we selected a tool for each use.

And, Saffi was born. Our newest recruit, an Artificial Intern, Saffi helps us explore and analyse at incredible speeds. Saffi acts as a brainstorming buddy and challenges our assumptions. It helps us sketch and imagine so much more widely than we were able to do beforehand. It's an ever-evolving interface linking multiple tools and, using direct API calls, weve begun developing our own apps to assist us with our unique commitment to making brands memorable.

Our journey has taught us some valuable prototyping lessons. The 'right' time to start is always now. We've learned to deconstruct our processes to pinpoint where technology can have the biggest impact. And diversity and independence matter to us at Saffron, so there is a vigorous internal dialogue that invites all perspectives, where concern and optimism are equally welcome.

Our expertise varies. Some of us have a deep history with tech I built an expert system in 1988 as a programmer for Cambridge University. Others are new to the field, exploring the possibilities and limitations of these tools for the first time.

None of us will drown as technologies and trends flood in; instead, with the help of Saffi we will be shaping our future, each of us rising with the tide.

Morgan Holt
Chief Strategy Officer