Gen-AI Creative

Pathdesignrecruitment; Greater London; Hybrid; GBP 55,000 - 85,000; Full time

Job summary

Pathdesignrecruitment in London is seeking a Gen-AI Creative who combines creative thinking with curiosity about AI capabilities. This hybrid role focuses on developing innovative campaigns and experiences for major brands, using generative AI not just to speed up work, but to push boundaries.

From live client briefs to rapid proofs of concept, you’ll prototype ideas, collaborate with developers, and help shape how AI can enhance brand storytelling in a fast-moving team.

Qualifications

• Strong background in advertising, design, art direction, digital or related creative discipline.
• Able to develop original AI-native ideas.
• Passion for Gen-AI and emerging technology.
• Solid art direction and quality image/video generation.
• Knowledge of LLMs, image/video generation and prompt engineering.
• Able to prototype ideas quickly.
• Confident presenting and selling creative ideas.
• Entrepreneurial, curious and proactive.
• Comfortable working independently and collaborating with developers/technical teams.
• Comfortable in a rapidly changing tech environment.

Responsibilities

• Develop AI-native creative ideas from client briefs.
• Prototype concepts rapidly to prove feasibility.
• Experiment with new AI models, tools and capabilities.
• Collaborate with developers to integrate AI concepts.
• Ensure AI work is distinctive and brand-appropriate.
• Present concepts to Creative Directors and clients.
• Champion AI across the creative team.

Skills

Creative advertising

AI-native ideas

Art direction

Prompt engineering

Prototype ability

Presentation skills

Entrepreneurial mindset

Independent collaboration

Rapid adaptation

Gen-AI familiarity

Tools

ComfyUI

AI agents

Claude Code

LoRAs

Python APIs

Job description

We’re looking for a creative-first Gen-AI Creative to join a fast-moving team using generative AI to develop genuinely innovative campaigns, experiences and creative solutions for major brands.

This is not a technical role first and foremost. We’re looking for an innovative conceptual creative with a strong background inadvertising, design, art direction, digital or another creative discipline, who is passionate about exploring what new AI capabilities can make possible.

You’ll be someone who doesn’t just use AI to make existing creative work faster or cheaper. You’ll be constantly curious about what’s new — new models, tools, workflows and behaviours — and excited by the question:“What could we create with this?”

You’ll work from live client briefs, as well as proactively developing ideas around emerging AI capabilities. You’ll take concepts from idea through to rapid proof of concept, then work closely with the development/engineering team to help turn the strongest ideas into fully realised experiences.

We’re looking for someone who is equally comfortable thinking, making and selling ideas.

What you’ll do

Develop AI-native creative ideas
Generate original activation ideas from client briefs and independently explore new creative opportunities using Gen-AI.

Stay ahead of the AI curve
Constantly experiment with new models, tools and emerging capabilities across image, video, music, LLMs and agentic platforms, and understand how they could be applied creatively.

Think it. Build it.
Rapidly prototype ideas to bring concepts to life. At this stage, it’s about communicating the idea and proving what’s possible, rather than creating a polished final execution.

Collaborate with developers
Work closely with the development/engineering team to integrate, refine and scale AI-led concepts into working experiences and outputs.

Bring strong creative judgement
Use your art direction and creative experience to ensure AI-generated work feels distinctive, considered and right for the brand.

Present and sell ideas
Confidently communicate concepts to Creative Directors, wider teams and clients, bringing people with you and making complex ideas easy to understand.

Help champion AI across the wider creative team
Share knowledge, experiment with new approaches and help other creatives understand how AI can enhance and unlock their ideas.

What we’re looking for

The ideal balance is approximately 60% creative / 40% technical. Creative thinking and originality come first.

Essential

• Strong creative background in advertising, design, art direction, digital or a related creative discipline
• Demonstrable ability to develop original, AI-native creative ideas
• A genuine passion for Gen-AI and emerging technology
• Strong art direction skills and a good eye for quality image and video generation
• Solid working knowledge of LLMs, image/video generation and prompt engineering
• Ability to rapidly prototype ideas and bring concepts to life
• Confidence presenting and selling creative ideas
• A proactive, entrepreneurial mindset, you’re naturally curious and make things happen
• Comfortable working independently and collaborating with developers/technical teams
• Comfortable working in a rapidly changing environment where the technology is constantly evolving

Useful but not essential

• Experience with ComfyUI
• Experience with AI agents and agentic workflows
• Experience with Claude Code, Antigravity or similar tools
• Custom model training, including LoRAs
• Python, APIs and/or MCP
• Experience working in an agency, design studio, advertising or digital environment
• A portfolio of self-initiated AI experimentation or passion projects

Most importantly

We’re looking for a Creative who is obsessed with what AI could make possible, not a technologist who happens to work in creative.

You might already be experimenting with AI in your spare time, testing new models, building passion projects or thinking about how emerging technology could completely change the way brands communicate.

If you’re constantly asking “what could we do with this?”, we’d love to hear from you.

This is a hybrid role and is based in the Central London office three days a week.