AI-Generated Hygiene Content • An Ownable, Brand-Safe AI Workflow

French passenger rail company SNCF Voyageurs sought a means of producing high-volume hygiene content for web and social, without the need for 100 briefs, 100 days of planning, 80 days of post-production… you get the picture. So, we partnered with the brand to fast-track the creation of 230 visual assets, accelerated with the use of generative AI and strategically automated AI workflows. By harnessing the power of AI-generated creative, we were able to enhance productivity and refine the artistic process, all while staying true to the essence of the brand.

First, we developed a content matrix, which structured the various kinds of scenes to depict related to specific seasons or weather, time of day, holiday type, whether we wanted to depict a traveler or an SNCF employee, and more. This helped us automate and generate hundreds of combinations for landscape and people images.

Next, it was time to create the generative AI model. We began this process by reviewing brand guideline documentation, which served as a reference to generate photography that aligned with the brand and the needs of its audiences. We tested various models in Stable Diffusion to nail the results we wanted to generate at scale. We used TopazLabs Photo AI to upscale and retouch AI-generated assets at lightning speed, along with additional retouches in Photoshop, including the software’s Generative Fill feature to extend backgrounds for wide header images.

Navigating legal nuances and the ownership of intellectual property were at the forefront of our engagement with SNCF Voyageurs. We helped the brand create a framework that secured both IP protection and data privacy protection, enabling the brand to continue to use the AI-trained models without issues in ownership moving forward. As a result, SNCF Voyageurs will continue to see cost savings using the AI workflows we’ve developed with them, compared to the budgetary and time costs that come with traditional photoshoots.