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At PALM, we thrive at the intersection of branding, strategy, and digital experiences. As a micro-agency, agility is our strength, and artificial intelligence has become an integral part of how we streamline our processes, enhance creativity, and push the boundaries of what’s possible.
AI isn’t a replacement for human ingenuity—it’s an amplifier, a toolset or an agent that enables us to work smarter, faster, and with greater precision. What that means for clients? Lower production costs.
AI tools in our daily workflow
We integrate AI across multiple touch-points in our work, from concept development to execution. Some of the key tools we use include:
1. ChatGPT & Other AI Writing Assistants
AI-powered writing tools help us generate ideas, draft content, and refine messaging with speed and efficiency. Whether it’s crafting brand narratives, developing copy for websites, or structuring creative presentations, AI assists in the ideation process, allowing us to iterate quickly and test multiple directions before finalizing our approach.
2. Midjourney & DALL·E for Visual Exploration
As designers and visual storytellers, inspiration is everything. Tools like Midjourney and DALL·E allow us to create concept art, generate mood boards, and explore aesthetic directions before diving into full-scale production. These AI-driven generators help us visualize ideas in seconds, serving as a catalyst for further refinement and human-driven artistry.
3. Runway ML for AI-Enhanced Video Editing
For motion graphics and video content, Runway ML provides powerful machine-learning-based editing features. From automated rotoscoping to AI-assisted color grading, it accelerates post-production workflows, giving us more time to focus on the nuances of storytelling and visual impact.
4. Adobe Sensei for Smarter Design Tools
Integrated within the Adobe Creative Cloud suite, Adobe Sensei leverages AI to optimize everything from image retouching to font selection. This smart automation reduces repetitive tasks, freeing us to concentrate on creativity and strategic decision-making.
5. Claude for Game Development
AI extends beyond branding and design—we’ve also used Claude for game development. This AI tool assists in coding, generating scripts, and refining gameplay mechanics, helping speed up development cycles. However, as with all AI-generated content, human oversight remains essential. Everything still requires careful monitoring for accuracy, functionality, and that vital element of authenticity that makes a game feel truly immersive and real.
Exploring AI beyond our core workflow
Beyond the tools we actively use, we’re always testing new AI-driven technologies that could shape the future of branding and content creation. One standout is Largo.ai, a predictive analytics tool designed for the film industry. While not a staple in our daily workflow, its potential for analyzing audience reception, forecasting box office performance, and optimizing storytelling elements makes it an intriguing addition to our exploration of AI’s role in media and entertainment. As PALM expands its work into immersive experiences, Largo.ai offers insight into how AI can support data-driven creative decisions.
The future of AI in creative agencies
AI is evolving rapidly, and its role in branding, design, and digital experiences will only grow. At PALM, we see AI as a co-pilot—something that enhances rather than replaces human creativity. The key is knowing when to harness its capabilities and when to rely on intuition, experience, and artistic vision. By staying ahead of these technological shifts, we ensure that PALM remains at the forefront of innovation while maintaining the depth and quality that define our work.
As we continue to experiment and refine our approach, one thing is clear: AI isn’t just a tool—it’s a creative partner that, when used thoughtfully, can elevate ideas, streamline execution, and unlock new possibilities for storytelling and brand expression.
Author: Bram Timmer (with the help of ChatGPT) — 2025.02.07
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