Boss of Luton company behind easyJet logo warns businesses not to rely on AI
The owner of a creative production company in Luton has warned businesses not to rely solely on AI after seeing decades of change in the industry.
Lawrence Palmer is the owner of WK360, a firm known for helping bring designs to life for the likes of Boots and even created the iconic easyJet logo, all from an office and studio in Luton.
Since the early 1980s, WK360 has been based in the town, creating packaging and marketing materials.
And after taking over the family business, Lawrence has been tasked with navigating the ever-changing landscape of the business.
He explained: “Every few years, this industry goes through a massive amount of change.
“You’re dealing with huge changes in technology and how people access content.”
Whether it’s moving to different computer systems or embracing social media, Lawrence has adjusted the business with the times.
Now, in the face of AI shifting working patterns and processes, he said, while the technology is a useful tool for speeding up some processes, it falls short when it comes to producing high-quality, consistent products.
He explained: “Consistency is really important - if it’s different every time, people don’t believe in it.
“AI is a tool to get to an end result quicker - but it doesn’t do the end result well. It’s never consistent.”
Back in 1995, Stelios Haji-Ioannou created easyJet and commissioned WK360 to build the brand now known across the world - a logo that has been unchanged since.
Lawrence said: “If you tried to build easyJet with AI today, you wouldn’t have an easyJet.
“It’s brilliant at helping you visualise what you want, but not at delivering the final asset.”
WK360 has put AI into its internal systems to improve how it works behind the scenes, rather than replacing creative professionals.
He added: “We use it to improve the brief - if the brief is right, everything else is easier.”