WELCOME TO ATELIER AI - THE ART OF AI IN LUXURY MARKETING
What does creativity look like when AI becomes part of the process? And how can luxury brands use emerging tools not just for speed - but for meaning?
These were the questions at the heart of our first SuperHeroes Deluxe event, Welcome to Atelier AI, hosted at our hideout.
We were joined by JIMMY artist Ricardo Orts, aka Ulises - founder of Ulises Studio. Having started his career as an architect, Ricardo shared how his creative path evolved from shaping physical spaces to building digital worlds. Walking us through his work in chronological order, he began with earlier 3D-driven campaigns like his reimagined Arc de Triomphe for Max Mara, then moved into more recent AI-infused collaborations with Dior and Lexus. Alongside his own creative growth, he noted how clients, too, have grown more open and curious - embracing the possibilities of AI as the tools mature and the process becomes more familiar.
Ricardo shared five core beliefs that now guide his creative process, each deeply relevant to how luxury brands can integrate AI without losing what makes them iconic:
Concept > Execution "No matter how advanced the tools, a strong idea remains the most powerful asset." In luxury, where meaning matters more than mass, AI is a tool to elevate your concept, not replacing it.
Workflow is Everything When creativity moves fast, structure matters. A well-designed workflow allows space for balance experimentation with precision, something luxury demands.
Exploration is Fundamental Ricardo emphasized the creative breakthroughs that come from embracing the unexpected, mirroring the spirit of innovation luxury brands are celebrated for.
Craft Brings Authenticity Luxury is defined by attention to detail. Even in a world of prompts and automation, "it’s still the hand of the artist, with a paintbrush or not, that gives the work depth and texture."
AI Isn’t Always Faster But It’s Always Larger AI won’t necessarily save time, but it expands possibility. For luxury, this means imagining narratives and aesthetics on a scale once out of reach, while keeping the craftsmanship intact.
The conversation continued in the panel that followed, where Ricardo was joined by Visual Artist Alexia Adana. Speaking to us remotely, Alexia brought a deeply personal perspective, sharing how she uses AI not only to enhance her creative output, but also to reflect her identity, dream, and plan her next steps as an artist.
Together, they explored how generative AI is reshaping storytelling, craft, and identity in the luxury space. One key takeaway:
"AI doesn’t diminish craft but it demands more of it."
For luxury brands, where every detail speaks volumes, AI offers a new dimension of expression, helps them clarify their voice, deepen their vision, with care and precision.
Another theme that emerged was the tension between legacy and relevance. As Ricardo noted, luxury brands are not bound by the rules of traditional storytelling. He said,
"Luxury has always been about deepening identity through craft. With AI, that exploration doesn’t end, it expands.”
Luxury brands have the freedom - and the responsibility - to push creative boundaries. But that requires asking not just how to use AI, but why.
Both Ricardo and Alexia emphasized that working with AI is not just about aesthetics or output. It’s about choosing the right tools to elevate the message, and understanding that the heart of creativity still comes from the human behind the prompt.
With a crowd made up of creatives, strategists, and fashion industry professionals, the event was met with incredible enthusiasm, a reminder that the intersection of art, tech, and culture is where the next wave of luxury is being shaped.
At SuperHeroes, we launched SuperHeroes Deluxe to help luxury brands stay bold, relevant, and culturally resonant, not just for today’s audiences, but for generations to come. To capture the attention of digitally-born generations, brands need to go beyond beautiful wallpapers. They need to create energy, spark conversation, and make work that’s fearless and impossible to ignore.
And that was our key takeaway from Atelier AI: that AI, in the hands of intentional creators, isn’t a shortcut, it’s a new frontier. For luxury brands, it’s not about replacing craftsmanship, but expanding it. It’s not about faster outputs, but deeper stories. AI becomes most powerful when it’s used to explore brand identity, elevate creative visions, and push aesthetic and cultural boundaries. At SuperHeroes Deluxe, we’ll keep exploring these new creative territories, blending bold ideas with emerging tools to help luxury brands break conventions, stay culturally sharp, and redefine what luxury looks like in the years to come.
