Sharing information on how BE Ultimate uses AI (artificial intelligence) in the design process.
In short: Yes, we use AI, but as a way to enhance our design process, not outsource it. It enables us to work faster, explore more concepts, bring better quality into shared materials, while still delivering bespoke, high-caliber design work. We firmly believe that using AI should be supportive, not substitutive, and used as an enhancement to human creativity and and craftsmanship rather than a replacement.
Here’s a bit more detail on how and why we use AI:
- Brainstorming and ideation: One of the strongest uses of AI is at the earliest stage of design. It can help take a team's thoughts and ideas (which aren't always the most easy to follow!) and refine their request into actionable steps for our graphic designers. It can generate quick visual references, or explore alternate styles, in real time allowing for directions to be set without delaying the process for days.
- Quality support: AI can assist by improving resolution, suggesting layouts, removing backgrounds, or generating variants; thereby raising the baseline quality of materials that come into design review
- Workflow efficiency: AI helps streamline repetitive or lower-value tasks so our design team can focus more of their time on high-impact activities like creative strategy, brand thinking, refinement, and final execution. This aligns with broader industry observations that AI is shifting designers from purely “makers” to more “curators” and strategists.
Important caveats and how we handle them:
- AI is not perfect: the outputs it produces are not “final deliverables” in the sense of ready-to-go production assets. They often require re-work, refinement and alignment with brand standards, technical constraints, and practical usability.
- Review: every design that carries the BE Ultimate logo is still reviewed and refined by our design team, our human designers are responsible for the final quality, coherence, brand fit and execution.
- AI is used as a tool, not a “designer replacement: Our philosophy is that the human touch, in terms of aesthetics, judgment, context-awareness, brand voice and collaboration, remains central. We use AI within controlled parameters: prompts, workflows, review steps, and ownership/rights management are clear. We also remain aware of ethical considerations, copyright issues, biases in generated content, and ensure alignment with our brand governance.