We’re building a new way to produce visual content

Every marketer knows the feeling: You need one specific image, setting, product or subject doing a particular action, and the stock library has nothing closer than almost. So, you settle, or you book a shoot you didn’t budget for.

This common problem shows up in various ways: a product shot that needs variations for specific markets, a hero image for a campaign that doesn’t exist yet or a photo that’s 90% right except for the one detail that matters most. Multiply that across a year of creative work and the cost adds up quickly — in time, budget and opportunities for meaningful creative exploration.

We spent this year innovating, exploring and building different ways to approach this problem. The full reveal is coming soon. In the meantime, here’s a preview of where we’re headed and what it makes possible for marketers.

This is the sixth and final piece in our series on AI. The first five covered what clients want, our company-wide approach and how our copy, creative and account teams have each rebuilt their own processes. This one is a preview, not a full reveal.

Imagine curating your own image

Envision a world where marketers are no longer limited to the image that happens to exist. Instead, you can create the right subject. The right setting. The right product, pose, lighting and style. Built around the brief instead of compromised by what’s available. It’s a different way to think about photographic content: more ownable than stock, more flexible than a traditional shoot and thoughtfully designed to help brands scale visual storytelling without losing strategy, craft or control. That’s the future we’ve been building toward.

It’s not a shortcut around craft. It’s a way to apply our craft with greater specificity, intention and control. Every piece will still meet the same standard as the rest of our work: a person reviews it, refines it and signs off before a client ever sees it.

What’s ahead

We’re saving the full reveal for later this fall, but the shift is already clear: marketers are about to have a more flexible, more ownable way to create the images their work requires. Technology is exciting, but the real difference will come from how it’s directed, refined and held to a creative standard. We’re still testing what’s possible, building it into real workflows and making sure it delivers the kind of quality our clients expect.  Until then, consider this your heads-up: a new way of producing visual content is taking shape, and we’ll have more to share soon.

This is the sixth and final piece in our series on where AI actually stands, for our industry and inside our own work. Thanks for following along as we’ve shared what we’re learning across our teams. We’ll have more to share this fall.

This article was originally published on LinkedIn on September 22 , 2026.