No. It is a cross-functional approach that involves our creative team and our community managers. Every creative at the agency is trained in creative AI tools and integrates them into their projects as needed.
AI Studio: our permanent laboratory for augmented creation
GENERATIVE AI HAS RESHAPED THE LANDSCAPE OF VISUAL CREATION IN LESS THAN THREE YEARS.
Tools evolve every week, workflows are reinvented every month, and what was impossible yesterday becomes standard tomorrow.
Faced with this acceleration, we couldn’t simply add “AI” to our list of skills.
We did the opposite: we placed AI at the heart of how our creative team and community managers work every day. That’s what we call the AI Studio.
Not a department. Not a separate team.
A cross-functional way of working, built on three pillars: the right tools, continuously trained teams, and a creative standard that never lets up.
A CROSS-FUNCTIONAL WAY OF WORKING, NOT A SEPARATE DEPARTMENT
At Firstcom, the AI Studio isn’t an isolated unit tasked with “AI visual projects.”
It’s a toolkit and a mindset that our creative team and community managers apply to all their projects.
It’s a toolkit and a mindset that our creative team and community managers apply to all their projects.
In practice, every creative at the agency is trained in creative AI tools and knows when to use them, how to use them… and, most importantly, when not to use them. Because a good creative remains a good creative: they know how to recognize what a tool brings to the table, and what it can never replace.
A SINGLE PLATFORM, CONSTANT MONITORING
The market for generative AI tools is constantly evolving. To list the models we use today would render this page obsolete by tomorrow.
What we can say, however, is how we organize ourselves.
Firstcom subscribes to a professional platform that brings together the best image, video, voice, and animation models on the market under one roof. This allows us to switch from one tool to another depending on what each project requires, without being tied to a single provider.
What we can say, however, is how we organize ourselves.
Firstcom subscribes to a professional platform that brings together the best image, video, voice, and animation models on the market under one roof. This allows us to switch from one tool to another depending on what each project requires, without being tied to a single provider.
And because tools evolve quickly, our teams are constantly on the lookout. Every significant new development is tested, compared to what we already use, and integrated into our workflows if it provides real added value. Anything that doesn’t add value is set aside.
Where Studio IA comes to life every day
Studio IA enables a new generation of productions in the areas where we support our clients, and particularly in social media campaigns.
Before generative AI, producing dozens of visuals tailored by target audience, platform, and format was a massive undertaking, often incompatible with realistic deadlines and budgets.
Before generative AI, producing dozens of visuals tailored by target audience, platform, and format was a massive undertaking, often incompatible with realistic deadlines and budgets.
Today, our AI workflows allow us to produce these volumes without sacrificing quality or brand consistency, which radically expands the creative scope of the campaigns we manage.
It is in the areas of visual creation, community management, and paid campaigns that Studio IA delivers the most value today:
Visual Design
Web design, brand identity, editorial and advertising content: AI speeds up production without ever replacing the creative touch of our designers.
Community management
Posts, carousels, short videos, stories: Studio IA amplifies our ability to produce social media content that meets the specific requirements of each platform.
Paid campaigns
Creative variations, audience-specific adaptations, visual A/B testing: Studio IA frees up time and budget for what really matters: performance.
Ethics and safeguards: a subject we take very seriously
Generative AI raises real questions: copyright, consent, transparency, the use of faces and voices, and misleading content. Not all of these issues have been resolved by lawmakers yet, but they must be addressed to enable smooth development and peaceful coexistence between “human” creators and “creative AI.”
At Firstcom, we are fully aware of these challenges and are giving them serious thought. One thing is certain today: the AI Studio operates with a simple guiding principle: the tool serves the client, never at the expense of their image, their rights, or the trust of their audiences.
Generative AI opens up new possibilities every week. But you still need to know how to use it.
FAQ: Firstcom’s AI Studio
What generative AI tools does Firstcom use?
Firstcom subscribes to a professional platform that aggregates the best image, video, voice, and animation models on the market. The choice of tools used is constantly evolving based on new developments and the needs of each project. It is this agility and the active monitoring that goes hand in hand with it, that defines the value of the AI Studio, more so than any specific tool brand at any given moment.
How do your teams stay up to date on tools that evolve so quickly?
Through a commitment to continuous learning: ongoing internal monitoring, at least two external training sessions per year, dedicated time for experimentation, and regular peer-to-peer knowledge sharing. Building collective expertise in the field of artificial intelligence is an ongoing investment, not just a line item in an annual training plan.
On what types of projects does Studio IA really make a difference?
On all projects where visual creation is involved, and there are many. Visuals for the websites we design, social media content, advertising variations, editorial illustrations, materials for various platforms, custom creations tailored to each brand’s needs… Studio IA adapts to whatever the project requires. Social media campaigns remain a particularly emblematic area, because AI radically changes the scope of what’s creatively possible (and indirectly the overall performance), but it’s far from the only one.
Is AI replacing your creatives?
No, and that’s a stance we’ve taken from the very beginning. AI accelerates; it doesn’t create. It executes; it doesn’t decide. The artistic eye, brand knowledge, and the ability to say “no, this visual doesn’t work” remain the exclusive domain of our creatives. AI is merely a tool in their hands, however powerful it may be.
Does Firstcom have a policy on the ethical use of generative AI?
Not at this time, but the subject is taken seriously and is the subject of internal discussion. In the meantime, our practices are guided by a simple principle: the tool serves the client, never at the expense of their image, their rights, or the trust of their audiences.