Creative Technology
Client
Abbott
A three-year journey from early experiments to enterprise advocacy. Building AI into a creative team without losing the craft.
The Context: Generative AI hit the creative world faster than any technology in a decade. The hype was everywhere. The actual playbook for integrating it into an enterprise creative team (without breaking quality, brand, or trust) didn't exist yet. Someone had to build it.
The Role: At Abbott, I served as the Subject Matter Expert on AI within Creative Services. My team and colleagues came to me with the questions everyone was asking: which tools matter, which are hype, how do we use them, how do we evaluate the output. I built the answers in real time, then turned them into training.
The AI Champions Program: I was selected for Abbott's cross-functional AI Champions program, a group of practitioners tasked with shaping the company's approach to AI adoption. My contributions:
Education at scale. Delivered live talks and demos to three different departments on leveraging Adobe Firefly and Adobe Express in day-to-day creative work. Live builds, real use cases, not theory.
Governance. Contributed to the internal framework defining which tools we could use, how, and where the guardrails sat.
Advocacy. Brought the work back to Creative Services and trained the team on emerging tools across the stack — Midjourney, Luma, Higgsfield, Veo, Nano Banana, and AI features inside Photoshop.
The Result: On a small pilot team of four, we reduced ideation time by 60–80% on tested workflows. Faster concepting. Faster stakeholder alignment. Same craft standards.
The POV: AI doesn't replace creative leadership. It raises the bar. When execution gets cheap, taste, judgment, and strategic instinct become the only things that matter. A CD's job is no longer just to make. It's to know what's worth making.
