The AI Edit

Welcome to my real-world take on the era we’re all navigating - a conversation at the intersection of brand, design-led business and AI. Expect sector-relevant observations, practical guidance and thoughtful musings on how these worlds come together. You’ll find ideas for using AI to best advantage - without losing your voice or your standards.

AI Era Brand Strategy Ginny Seymour AI Era Brand Strategy Ginny Seymour

Handle With Care: Luxury Lessons for the AI Era

At Decorex International 2026, a panel spanning Lalique, Bentley and Fromental identified a truth: real luxury is an “excess of attention”. In an AI era obsessed with speed, craft is deliberately inefficient, and care becomes a competitive advantage. Notes on time, proof, standards, and what premium brands can teach the rest of us about staying distinctive.

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AI Era Brand Strategy Ginny Seymour AI Era Brand Strategy Ginny Seymour

The Great Flattening: Why Taste, Story and Proof Beat Sameness in the Age of AI

Two forces are quietly homogenising the interiors world: algorithms that reward the familiar, and AI tools that default to what's most common. The result is a feed full of content that's polished, predictable, and entirely forgettable. This piece untangles how both kinds of flattening work - and why the brands holding their nerve are winning in an AI search era where specificity, story, and proof matter more than ever.

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