Our 5 golden rules for navigating AI

Oak Creative has been experimenting with how best to use AI since it became a hot topic last year. We want to be up to date with everything the design world has to offer, so we’ve made it our business to educate ourselves and embrace new technology. If you’re starting to think about using AI as a tool to help your brand, here’s our 5 golden rules for navigating the use of AI in your business:

1. You get out what you put in

Quite simply – if you give poor instructions, you’ll end up with poor results. So yes, you still do need to use your own brain too! With limited details or information, there is only so much that the AI tool can provide you as a response without bluffing or going off on a tangent. If you feed it everything it needs to know, including a clear context, you will get much better results. Particularly on the image generators such as Midjourney where you need to be really specific on the style, direction, layout and colours you want.

2. Generating ideas

Consider using AI tools as a means of inspiration, rather than hoping they will give you a final product. This is especially true for any of the image generation tools. The AI can do a really great job of interpreting your ideas into an initial visual guide and acting as a source of inspiration, but it isn’t the best for high quality finished work. Not only do you run the risk of extra limbs, dodgy backgrounds or random items appearing, but the actual polished quality just isn’t there yet either. 

3. Never be complacent

An incredibly important thing to remember is that AI cannot be trusted yet. Never take any information for granted, especially if using it to curate written content for a blog or article. You can prompt it to provide you with references, but even these can be non-existent or very out of date. AI tools also have the common problem that because they aim to answer all questions, they will provide fabricated information too.

Top Tip: When using ChatGPT you can specifically ask it not to lie if it doesn’t know the answer. This helps rule out some potential inaccuracies and ‘AI Hallucination’.

4. Be transparent

If you’re going to use it, say you’ve used it. Everybody is starting to explore AI in some way or another, so own it. By trying to pass off images or copy that aren’t yours, you aren’t helping anyone, especially your own business. If you are transparent and open about how or where you have used it, people can appreciate the real content from the real you even more, and stop wondering if every post they see is from a human or not!

5. Stay true to your brand

As a branding agency it is our mission to keep the brand at the heart of everything. If you’re using AI, be sure that it stays true to your brand.  We’re talking tone of voice, visual style and the overall feeling you want to resonate with. You can do this by training an AI tool such as ChatGPT to use your writing style, using your colours and image styles, and injecting your own human personality into it still. 

All in all, AI definitely has a lot to offer and it does have its place in workflow, ideas and forms of assistance. However, we just need to remember to be cautious with what elements we take from it, be transparent and don’t abuse it.


Our creative designer Jenni is a Holiday Extras Trailblazer. This team was set up internally within Holiday Extras to help power up the business. The Trailblazers share weekly AI updates within the teams, host workshops to help others understand what can work for them and generally champion positive uses of AI to aid in day-to-day functions.