AI tools have become an integral part of everyday life and are now being adopted across a wide range of industries. The initial wave of unreserved enthusiasm surrounding artificial intelligence is gradually giving way to a more balanced perspective. It is becoming increasingly clear that AI today offers both remarkable capabilities and significant limitations. As a result, many companies that use AI are now opting for a hybrid approach: AI-powered assistants support business processes under the supervision of experienced professionals.
The creative team at Logrus IT also works with AI, offering clients to use it where it can deliver genuine value. Drawing on this experience, we'll explore which tasks can be delegated to AI and what role human specialists continue to play in creative work.
According to McKinsey's global report The State of AI, AI adoption continues to expand across the business world. AI tools are most widely used in areas such as marketing, product management, and content creation.
Approximately 63% of large companies use AI to generate written content, 36% to create images, 27% use it to write software code, and 13% rely on AI for video enhancement, voiceover production, and music creation.
Large organizations are actively deploying AI across a wide range of applications. Source
These figures demonstrate that AI has moved beyond the experimental stage and become a fully fledged business tool. Companies are increasingly turning to AI solutions and, in many cases, achieving at least acceptable results.
Generating written content has become one of the most widely adopted applications of AI in business. The technology has significantly accelerated a wide range of tasks, including converting audio and video into text and drafting scripts and articles. In many ways, AI has taken on the role of a fast and efficient junior assistant, instantly processing requests and preparing material for further development.
Like any tool, however, AI has both strengths and weaknesses. It works quickly, but it can also hallucinate — that is, generate information that has no basis in fact. For this reason, AI-generated content should always be reviewed by qualified professionals. AI tends to be most effective when working with short, structured content formats. Common use cases include:
In these scenarios, AI can generate dozens of ideas in seconds, some of which can then be refined by specialists into final deliverables.
AI can also be used for more complex tasks, including drafting and editing long-form content. However, this is where a number of challenges begin to emerge. AI may present unverified information as fact, invent statistics, or introduce flaws in the underlying logic — issues that are unacceptable in professional content. AI can also generate text whose paragraphs do not flow logically from one another, resulting in content that feels like a collection of disconnected facts rather than a coherent narrative. Finally, when working with longer documents — for example, summarizing lengthy reports — AI can sometimes alter or distort the original meaning. Avoiding these problems requires careful task design, proper preparation of source materials, and expert review of the final output.
AI's greatest value in design lies in shortening project timelines and making feasible concepts that would previously have required prohibitive resources.
One of the most common applications is idea generation. AI can quickly produce multiple concepts, characters, objects, and illustrations for designers to select from and develop further.
AI can rapidly generate numerous design concepts for consideration
AI also excels at routine tasks. This is particularly important because research shows that 78% of creative professionals find repetitive work highly draining. Features such as intelligent background removal in Figma and Generative Fill in Photoshop can automate technical tasks that previously required hours of manual work.
Another valuable AI capability is transforming materials from one format to another. For example, converting a 2D illustration into a 3D visualization. "In one project, our team presented a client with a vector-style illustration. The client liked the concept but wanted to see the scene in 3D. Without AI, this would have taken an entire working day. With AI, we completed the task in about an hour." — Evgenia Savchenko, Head of Design at Logrus IT.
AI is also opening up entirely new possibilities for animating static images. For example, in one international marketing campaign, the Logrus IT creative team was tasked with producing a series of videos featuring men of different nationalities. Without AI, the team would have had to organize a large-scale shoot involving casting, studio rental, a director and camera crew, footage selection, and post-production work. Using AI, the project was completed significantly faster and at a lower cost. The team presented the client with potential characters for selection, then generated a video and created animated banners for various platforms.
"AI allows us to bring creative concepts to life that previously weren't economically viable. In the past, we didn't even offer banner animation services because of the cost. Today, clients themselves have started requesting them." — Vladimir Nakropin, Head of Digital Content Production at Logrus IT.
As a result, designers, graphic artists, and animators can now take on more ambitious and resource-intensive projects, offering clients a broader range of creative options without dramatically increasing costs.
However, none of this eliminates the need for human expertise to guide the AI throughout the process and intervene when necessary. For example, specialists must craft effective prompts, which largely determine how closely the output matches expectations. AI-generated visuals also require manual refinement. Artifacts must be corrected, images cleaned up, and details adjusted. Complex scenes remain particularly challenging for current AI systems. As a result, designers often assemble final illustrations from multiple generated images (which, again, are refined along the way). And, just as with text generation, hallucinations remain a risk. Expert review therefore continues to be an essential part of the workflow.
AI has also found a place in audio production — again, under the close supervision of experienced specialists. In this field, however, results depend not only on the expertise of the people using the technology but also on the nature of the task itself.
The key limitation of AI voices compared to human performers is their inability to consistently convey emotional nuance and depth. Synthetic voices often sound either overly neutral or somewhat artificial, making them less suitable for emotionally driven content such as advertising. There are, however, many scenarios where a neutral delivery is entirely appropriate — or even desirable. Examples include:
For certain tasks, AI voiceover can be an effective solution.
One of AI's greatest advantages in these tasks is the speed and cost-efficiency of revisions. Unlike traditional voice recording, which may require additional studio sessions and actor fees, AI can regenerate individual phrases within minutes while maintaining consistent quality. According to Logrus IT specialists, AI voiceover projects in the e-learning sector are often several times less expensive than projects recorded with professional voice actors.
"We use our own solution integrated with multiple AI voice platforms. The results satisfy both our team and our clients. We've even established approved voice profiles for specific projects.” — Ekaterina Rodionova, Deputy Head of Digital Content at Logrus IT.
Human specialists still play a critical role in AI voiceover production. For example, when a text written in one language contains terms or names from another language, specialists ensure that the AI pronounces them correctly. This can be achieved through a variety of methods, from phonetic spelling to the use of SSML markup. SSML offers a wide range of options and can even incorporate phonetic transcriptions when necessary.
The resulting audio often requires additional post-processing as well. Common issues include overly long pauses between sentences and unnatural pronunciation of certain sounds, both of which must be corrected before the final product is delivered.
Because AI-generated results can be inconsistent and unpredictable, successful creative projects depend on close collaboration between humans and AI. Central to this process are prompts — the instructions that translate a creative vision into a form an AI system can understand and execute. AI-generated errors are not always obvious. This is where the experience and judgment of a skilled professional become critical. Experts know which technical details need to be specified, can anticipate potential issues, and guide the process toward the desired outcome.
"A successful prompt rests on three pillars: detail, clarity, and logic. When all three come together in a single request, there's an 80–90% chance that the result will be exactly what you need." — Vladimir Nakropin.
Technical expertise, however, is only part of the equation. The legal aspects of AI use are equally important, particularly as regulations in this area continue to evolve.
At Logrus IT, our approach to the commercial use of AI is built on two core principles: transparency and security. What does that mean in practice?
"Uploading a single image to an AI platform may seem harmless. But for a company that has invested millions in building its brand identity, that image carries enormous value. We take that responsibility seriously, and that's one of the reasons our clients trust us." — Evgenia Savchenko.
AI has become a valuable tool for creative work, but it is still far from replacing human expertise. The quality of the final result depends on the partnership between human and machine. The specialist serves as strategist, director, and editor, while AI acts as a technical assistant that expands what creative teams can accomplish. For best results, expert oversight is therefore required at every stage of the process.
When used effectively, AI streamlines routine tasks and reduces the time and cost required for creative production. Human experts, meanwhile, provide what AI cannot: creativity, judgment, and critical thinking.
At Logrus IT, we understand both the strengths and the limitations of AI technologies. We recognize that some of the time and budget saved through automation may ultimately be spent refining AI-generated outputs, and we structure our workflows accordingly to ensure AI is used as efficiently and effectively as possible. Contact us to learn how we can help bring your creative projects to life.
