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The creative’s guide to working with artificial intelligence.

AI is the power tool for the information age but a tool nonetheless. Always applied with intent, it accelerates the creative process, bringing efficiencies that free me to focus on creative and critical thinking, as well as allowing more time on the craft behind the work.

​

My expertise and taste do the driving with AI acting as an extension of that skill set, not a substitute for it. These are the principles I work by to make sure it genuinely serves the work.

Influence.

The data sets that LLM's source from are a reflection of ourselves, how we live, engage and behave - we set the tone. What we feed into it, it learns from and words continue to be powerful, so be mindful.

Environment.

Prompting uses up a high amount of energy and water, this should be considered before tasking AI, ensuring it's adding a genuine efficiency. Respect the intelligence by giving it a challenge, not a search query.

Transparency.

AI is here to stay but not everyone is comfortable with it. Being clear on how, why and when AI is used is good practice. Confirming the permissions and policies before use is a must.

Privacy.

Every prompt trains the LLM's further, to ensure nothing gets into the system that shouldn't, never use proprietary or sensitive data when engaging AI. All documentation is sanitised before use.

Oversight.

The use of AI is a starting point to create efficiencies in a process, it is collaborative. It is never the final answer and human expertise should always lead the output.

John J Chapman.

Design Director.

Local to London and Somerset, open to all.

Start a conversation.

LinkedIn.

Substack.

All the small details on Terms & Conditions, Privacy, Cookies and my AI Manifesto on responsible use. Copyright 2026 Once Upon a Studio Limited.

Home.

Contact.

The creative’s guide to working with artificial intelligence.

AI is the power tool for the information age but a tool nonetheless. Always applied with intent, it accelerates the creative process, bringing efficiencies that free me to focus on creative and critical thinking, as well as allowing more time on the craft behind the work.

​

My expertise and taste do the driving with AI acting as an extension of that skill set, not a substitute for it. These are the principles I work by to make sure it genuinely serves the work.

Influence.

The data sets that LLM's source from are a reflection of ourselves, how we live, engage and behave - we set the tone. What we feed into it, it learns from and words continue to be powerful, so be mindful.

Environment.

Prompting uses up a high amount of energy and water, this should be considered before tasking AI, ensuring it's adding a genuine efficiency. Respect the intelligence by giving it a challenge, not a search query.

Transparency.

AI is here to stay but not everyone is comfortable with it. Being clear on how, why and when AI is used is good practice. Confirming the permissions and policies before use is a must.

Privacy.

Every prompt trains the LLM's further, to ensure nothing gets into the system that shouldn't, never use proprietary or sensitive data when engaging AI. All documentation is sanitised before use.

Oversight.

The use of AI is a starting point to create efficiencies in a process, it is collaborative. It is never the final answer and human expertise should always lead the output.

John J Chapman.

Design Director.

Local to London and Somerset, open to all.

Start a conversation.

LinkedIn.

Substack.

All the small details on Terms & Conditions, Privacy, Cookies and my AI Manifesto on responsible use. Copyright 2026 Once Upon a Studio Limited.

Home.

Contact.

The creative’s guide to working with artificial intelligence.

AI is the power tool for the information age but a tool nonetheless. Always applied with intent, it accelerates the creative process, bringing efficiencies that free me to focus on creative and critical thinking, as well as allowing more time on the craft behind the work.

​

My expertise and taste do the driving with AI acting as an extension of that skill set, not a substitute for it. These are the principles I work by to make sure it genuinely serves the work.

Influence.

The data sets that LLM's source from are a reflection of ourselves, how we live, engage and behave - we set the tone. What we feed into it, it learns from and words continue to be powerful, so be mindful.

Environment.

Prompting uses up a high amount of energy and water, this should be considered before tasking AI, ensuring it's adding a genuine efficiency. Respect the intelligence by giving it a challenge, not a search query.

Transparency.

AI is here to stay but not everyone is comfortable with it. Being clear on how, why and when AI is used is good practice. Confirming the permissions and policies before use is a must.

Privacy.

Every prompt trains the LLM's further, to ensure nothing gets into the system that shouldn't, never use proprietary or sensitive data when engaging AI. All documentation is sanitised before use.

Oversight.

The use of AI is a starting point to create efficiencies in a process, it is collaborative. It is never the final answer and human expertise should always lead the output.

John J Chapman.

Design Director.

Local to London and Somerset, open to all.

Start a conversation.

LinkedIn.

Substack.

All the small details on Terms & Conditions, Privacy, Cookies and my AI Manifesto on responsible use. Copyright 2026 Once Upon a Studio Limited.