A space for testing, learning, and applying AI and super intelligence to research, strategy, and production. Always from a brand and design point of view, and always with people in the lead.
AI has moved from experiment to everyday tool in a remarkably short time, and super intelligence, or SI, is fast becoming the way we talk about what comes next. For brands, the shift is real. Research that took weeks can take hours. Ideas can be explored, visualised, and tested at a speed that was unthinkable only a few years ago.
But speed without direction produces more of the same. When everyone has access to the same tools, what sets a brand apart is still what it always was: a clear point of view, a strong idea, and the taste to know what is right. The AI/SI Shift Lab is where we explore how these new capabilities can serve that, not replace it.
The lab is our open workshop. We test new tools and methods, share what we learn, and help our clients bring AI/SI into their own research, strategy, and production in a way that feels right for their brand.
Three areas where AI/SI is changing how brands are built.
Understanding markets, audiences, and competitors faster and in more depth. We use AI/SI to scan trends, analyse large amounts of feedback and data, map competitor landscapes, and uncover patterns worth exploring. The machine does the heavy lifting, while our team asks the right questions and decides what the findings really mean for your brand.
Sharper thinking, tested earlier. We use AI/SI to explore positioning routes, stress-test messages, simulate audience reactions, and compare scenarios before you commit. We also help you prepare your brand for AI search, so assistants such as ChatGPT, Gemini, and Perplexity understand who you are and recommend you for the right reasons.
More content, more variations, more markets, without losing quality or consistency. From concept visuals and imagery to copy, localisation, video, and prototypes, we build AI/SI workflows that follow your brand guidelines and tone of voice. Every output is reviewed and refined by designers and writers who care about the details.
Join us where it makes most sense for you.
Curious whether AI/SI can help with a specific challenge? We set up focused pilots on real tasks from your business, such as campaign visuals, product content, research, or localisation, and measure the results against your current way of working. You get a clear, honest answer on what works, what doesn’t, and what it would take to scale.
Practical training for marketing, communication, and design teams who want to use AI/SI with confidence. Our courses are hands-on and built around your own brand and tasks, covering tools, prompting, workflows, quality control, and responsible use. Your team leaves with new skills and routines they can use the next day.
We continuously explore new tools, models, and methods, and share our findings openly through lab notes, talks, and articles in our Journal. For clients, we can also run dedicated research into how AI/SI will affect your market, your customers, and your brand in the years ahead.
We approach AI/SI the way we approach any brand challenge: with curiosity, structure, and a healthy dose of honesty.
We look at your brand, your team, and your current processes, and identify where AI/SI can add the most value.
We run small, controlled experiments on real tasks, and compare quality, speed, and cost with the way you work today.
We share what we learn and train your team in the tools and routines that proved their worth.
We build the most valuable workflows into your everyday work, with clear guidelines, quality checks, and room to keep improving.
Powerful tools need clear values. These guide everything we do in the lab.
Ideas, taste, and final decisions stay with people. AI/SI helps us go further and faster, but it does not decide what is right for your brand.
Every tool and workflow we set up is tuned to your brand, from tone of voice to visual guidelines. Generic output is not an option.
We test before we recommend, and we tell you when something does not work. Not every task benefits from AI/SI, and that is useful to know too.
We treat data, privacy, and copyright with care, and work with GDPR and the EU AI Act in mind. Transparency with your audiences is part of the brand.
Most AI tools lean towards generic, English-first output. Brands that operate across borders need more than that. Working natively in English, Spanish, and Danish, we test and refine AI/SI output for cultural nuance, tone, and local relevance, so what you produce in Barcelona, Copenhagen, or London sounds like your brand, and never like a machine translation.
The AI/SI Shift Lab is a good fit if you are:
A selection of brand and identity projects for companies, institutions, and startups across Europe and beyond.
Quick answers to common questions.
AI is the artificial intelligence many of us already use every day. SI, super intelligence, describes the next generation of systems that can match or exceed human performance across a growing range of tasks. We use AI/SI together because the line between them is moving quickly, and because we believe brands should prepare for both.
We don’t believe so. It will change how we work, and it already does. The tools make production faster and research deeper, but a brand still needs a clear idea, cultural understanding, and someone with the taste and courage to make the right choices. That is where we put our focus.
No. Our testing and courses are designed for marketing, communication, and design teams, not engineers. We explain things in plain language and work with tools that fit your level and your needs.
Formats range from half-day introductions to multi-session programmes, online or in-house, in English, Spanish, or Danish. Each course is built around your own brand and real tasks, so the learning is practical from the very first session.
We take data seriously. Before any test or workflow, we agree which data can be used, choose tools with appropriate privacy settings, and keep sensitive information out of public models. Responsible use is part of every course and project.
