Should You Build Your Brand With AI? Insights From DolFinContent and Splunk

Should you build your brand with AI? Which AI design tools should you trust in your creative process? How do you ensure that AI-generated assets stay true to your brand?

These are the questions many creative directors, designers, copywriters, and brand marketers are now wrestling with daily. To address them, DolFinContent recently hosted an important discussion featuring Adam Morgan, Senior Director of Brand & Creative at Splunk, with moderation by Inés Poggio, AI Consulting Senior Manager at DolFinContent.

The topic is vast, but in this article, we’ll distill the key takeaways and some of the top questions from the conversation. Ready for actionable insights? Let’s dive in.

In This Article:

• AI in Brand Creative: 5 Key Takeaways
• AI in Branding: Your Questions Answered
• Bonus: Helpful AI in Brand Creative Resources

AI in Brand Creative: 5 Key Takeaways

Companies work hard to craft and protect their brand identities. Now, with AI evolving rapidly, creative teams must think carefully about how to use it responsibly and effectively.

Here’s what we learned.

1. AI Unlocks Creative Opportunities That Were Previously Impossible

Adam Morgan shared an example where AI made the impossible achievable. For a major cybersecurity event, his team needed an image of an iceberg—symbolizing the hidden threats beneath the surface of data security. Creating it manually would have been costly and logistically challenging.

Using AI tools, they quickly and effectively generated the image, enabling the team to deliver bold, imaginative work that otherwise would have been out of reach.

In short: AI removes traditional creative limits on scale, budget, and production.

2. Responsible AI Use Will Look Different for Every Brand

There is no one-size-fits-all approach to using AI creatively.

In highly regulated industries, companies may need strict internal controls limiting AI’s role in brand expression. Tech companies, by contrast, may be encouraged to push boundaries and experiment.

Morgan emphasized the importance of internal conversations: creative leaders must define their own ethical standards rather than waiting for external regulations to dictate what is appropriate.

"As stewards of our brands, we have to ask: where do we draw the line?"
— Adam Morgan

3. Laws Won’t Provide All the Answers—Ethics and Judgment Are Essential

The legal system is still catching up to AI’s rapid evolution. For now, brands must set their own standards. AI-generated assets are often not eligible for copyright protection, adding another layer of complexity.

Ultimately, ethical considerations, brand values, and judgment will guide how companies use AI until clear regulations are established.

4. Some Brands Will Differentiate By Not Using AI

Brands like Dove have made waves by pledging not to use AI-generated imagery, aligning with their brand promise of authenticity and natural beauty.

This shows that strategic non-use of AI can also serve as a brand differentiator, depending on your audience and brand positioning.

5. AI Will Never Replace Human Creativity

Even the most advanced AI cannot replicate the depth of human creativity. AI is a tool that enhances creative processes, not a replacement for the creative spark and strategic thinking that only people provide.

Every brand conversation confirmed: the future is human creativity, augmented—not replaced—by AI.

AI in Branding: Your Questions Answered

Several important audience questions emerged during the session. Here are some of the key discussions.

How Do You Get High-Quality Final Products with AI?

Adam Morgan shared that success starts with highly detailed prompts. For Splunk’s cybersecurity campaign, they included specific visual details like attire (black t-shirts), background settings (data centers), and mood.

Strong results come from treating prompts with the same attention to detail that you would apply to a creative brief.

How Do You Keep AI-Generated Content On Brand?

Inés Poggio explained DolFinContent’s approach:

• Use style references: Tools like Midjourney allow you to upload brand imagery for style matching.
• Train custom models: Where possible, use your brand’s existing assets to “train” a model for better alignment.
• Maintain a prompt library: Document and iterate prompts to ensure they consistently produce brand-appropriate results.

However, she emphasized that tools alone aren't enough. Deep knowledge of the brand’s core values and creative strategy is critical to ensuring consistency.

"Successful AI integration starts with deeply understanding your creative workflows, not just the tools."
— Inés Poggio

How Do You Build the Knowledge to Lead a Creative Team Using AI?

Morgan’s advice was simple but powerful: practice.

Just as creatives refine taste and skill over years of exposure to great and poor design, learning to lead AI-enhanced teams requires hands-on experience and experimentation.

There is no shortcut. Test. Learn. Adapt.

How Do You Navigate Conversations About AI Use?

Steve, a Creative Director from the audience, shared his experience attempting to create a one-pager for client approval on AI usage. It didn’t resonate.

Instead, personal conversations work best. Be transparent, ask for input, and build trust.

At DolFinContent, transparency is non-negotiable. Clients deserve clarity about how creative work is produced, especially when it involves AI tools.

Bonus: Helpful AI in Brand Creative Resources

Several useful resources were shared during the session, including:

• Creativity is a Blood and Guts Business. AI Has Neither Blood Nor Guts.
  A reflection on the irreplaceable power of human creativity.
• The Content Authenticity Initiative
  A movement promoting transparency in AI-generated content.
• Your Creative AI Copyright Questions, Answered
  A practical guide to current copyright laws and AI.
• Building Brand Authenticity in the Age of AI
  Why marketing leaders must act as brand stewards, not just content producers.

AI in Brand Creative: An Ongoing Dialogue

There is no denying AI’s transformative role in marketing and creative industries. However, its integration into brand building must be thoughtful, strategic, and aligned with brand values.

At DolFinContent, we have been preparing for this future. Our team of AI-enhanced creatives has completed hundreds of successful projects by combining human insight with AI’s capabilities.

If you are considering how to bring AI into your brand workflows—or wondering how to scale without losing your authenticity—we can help.

Let's Chat.