Brand & AI consultancy from Ghent, Belgium
The models are the easy part. Someone still has to know what to make, what to skip and what good looks like for your brand.
Glossy has spent more than twenty years making that call for brands like KAA Gent, Pukkelpop and Quick-Step. Since 2023 we have rebuilt our own studio around AI: we design the strategy, build the workflows and tools, train image models on brand identities and code the websites we ship. Now we help marketing teams in Belgium do the same, hands-on and directly with founder Ben Urbain.
The challenge
Most organisations do not have an AI problem. They have a clarity problem.
We see the same picture in most teams we meet: designers in Midjourney, a copywriter pasting briefs into a free ChatGPT account, the best prompts living in one colleague's private notes and three subscriptions nobody remembers ordering. Output goes up. Consistency goes down. And no one can say which tools are allowed to see customer data.
The answer is rarely another tool, and it is never a forty-page strategy deck. It is a working method: agreed tools, shared prompts, clear review moments and one written definition of what on-brand means, tested on real work and owned by your team.
Who this is for
You do not need more inspiration. You need a practical way forward.
If you are looking for a hundred-page transformation deck or a promise that AI will replace your people, we are the wrong call. If one tool solves your problem, we will tell you so in the first meeting.
What we do
Concrete work, named tools and systems your team keeps.
Where AI genuinely pays off in your marketing, and where it does not. Workflow audits, an opportunity map with owners and deadlines, tool choices with the reasoning written down and practical guardrails (not legal advice): which data may enter which tool, and where the EU AI Act touches marketing work.
Repeatable systems your team runs without us: content workflows from brief to publication, prompt libraries that live in your tools rather than in someone's head, custom assistants, databases and small internal apps. Everything is documented and handed over, with support afterwards if you want it. You own it.
Brand-locked image and video production. We train models on your identity: ComfyUI, Flux and LoRAs when control matters; Midjourney, Krea and Runway when speed does. The output looks like your brand, not like AI. The BattMobility image pipeline is a working example.
From a one-day team workshop to a four-evening masterclass, with the same material Ben teaches at the School of Branding: what these systems really do, hands-on practice on your own cases and the honest limits.
In practice
Ways to work together
Every format ends with something your team keeps: a plan, a working system or a trained team.
Two focused weeks for leadership teams that need decisions, not inspiration. We interview stakeholders and audit the real workflow, subscriptions included.
For teams ready to replace scattered experiments with a system. We design and build the workflows, templates, assistants and generators on your real work, then train the team and hand over the keys. It is the type of engagement we run for BattMobility today.
A senior sparring partner who also builds. Ongoing advisory for management, plus workshops and in-house masterclasses for teams.
From a one-day team workshop to a two-week strategy sprint or several months of building and support: the duration follows your needs. Rates start at €1,200 a day, tailored to the length of the assignment, and you get a fixed quote after a free intake meeting, before any work begins. We work in Dutch, French or English.
AI security & data governance
Before a workflow goes live, we agree what data may enter which tool, who has access and who approves the output.
We distinguish public, internal, confidential and prohibited information before prompting begins.
Tools, models, access, processing location, retention and training terms are written down.
A named person reviews the output. Nothing is published autonomously.
Prompts, workflows, data sources, roles and decisions go into practical documentation for your team.
During the intake, we map your current tools, sensitive data and biggest risks. Practical guardrails, not legal advice.
Our point of view
A model does not know your brand, your customer or your taste.
It does not know what it should not make. That knowledge sits with people, and it is exactly what we bring to every AI decision: what the technology can genuinely do today, what it cannot and when the honest answer is that you do not need it.
This is also our own story. AI collapsed the distance between an idea and a working product, and it changed our craft: the designer became the strategist and the developer. In 2023 we were generating images. Today we design propositions, train image models on brand identities and build the databases, generators and websites we ship. Glossy did not add AI to the menu. We rebuilt the studio around it.
Proof of work
From brand work to AI in daily practice.
We branded Miia, a San Francisco company working on text understanding, and later Miles Ahead, the Deep Tech & AI venture studio that went on to raise €20 million. The tools came later; the sector fluency started here.
A year inside the open-source stack (ComfyUI, LoRAs, IP-Adapters and, later, Flux), training image models on brand identities instead of prompting and hoping. Prompt engineering became a Glossy service, and Ben started lecturing at the School of Branding, Artevelde's postgraduate programme.
We co-founded Prompt Up The Jam™: four teams, one hour, AI tools and a live audience vote, staged with partners like NTGent and S.M.A.K. Ben closed the year with a School of Branding talk on what LLMs can and cannot do for branding.
A four-evening Generative AI Masterclass for 46 professionals, together with Arteveldehogeschool. We built the free Video Bento Generator, sketched in Figma and iterated to version 43 with ChatGPT, Claude and Gemini, plus a client-specific branded video generator for reusable social content. The Bento write-up is on our news page.
For BattMobility we combine classic strategy work (propositions, B2B and B2C communication) with AI-built prototypes, marketing apps and a brand-trained image pipeline. We rebuilt this website ourselves with AI as pair-programmer, including the pipeline that generates all 54 case pages. And we publish what changes in our stack, including why we sidelined Midjourney for more than six months, and why we brought it back.
Why Glossy
Twenty years of brand work sit underneath this practice: KAA Gent, Pukkelpop, Quick-Step, iMinds and dozens more. 54 of those cases are documented on this site.
Today the same judgement steers our AI work. Technology cannot tell you whether an idea is relevant, whether output feels on-brand or whether a workflow fits the people using it. We can, because we make those decisions every day in our own studio, with our own tools.
Glossy is a deliberately small studio, led by founder Ben Urbain: brand strategist, creative director and, these days, half developer. Specialist partners join when the work needs them. No junior bench, no account layer.
