Brand & AI consultancy from Ghent, Belgium
The tools are everywhere. Judgement is not.
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
Everyone is prompting. Nobody is steering.
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.
Our point of view
AI is bigger than AI.
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
A transformation you can check.
Every claim below is dated.
2016.
Branding AI before building with it
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.
2023.
The deep dive
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.
2024.
Taking it on stage
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.
2025.
From prompting to shipping
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.
2026.
Client work, AI inside
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.
What we do
Advise. Build. Make. Teach.
Concrete work, named tools and systems your team keeps.
01.
Advise
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.
02.
Build
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.
03.
Make
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.
04.
Teach
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.
Ways to work together
Start small. Keep what works.
Every format ends with something your team keeps: a plan, a working system or a trained team.
Brand & AI Strategy Sprint
Two focused weeks for leadership teams that need decisions, not inspiration. We interview stakeholders and audit the real workflow, subscriptions included.
- Interviews and workflow audit
- Opportunity map with owners
- A 90-day plan you can start on Monday
Workflow & Tool Build
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.
- Workflows tested on live briefs
- Custom tools and prompt systems
- Documentation, training and full handover
Advisory & Training
A senior sparring partner who also builds. Ongoing advisory for management, plus workshops and masterclasses for teams: the same sessions we run with Arteveldehogeschool.
Engagements run from two focused weeks to several months embedded with your team. 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. Glossy is a registered KMO-portefeuille service provider: Flemish SMEs recover up to 30% of the consultancy fee, capped at €7,500 a year. We work in Dutch, French or English.
Who this is for
For teams caught between AI pressure and brand responsibility.
You do not need more inspiration. You need a practical way forward.
- Your team is experimenting, but everyone works differently and nothing is written down.
- Content volume is rising while quality and consistency slip.
- Leadership expects an AI plan, and the business case is still vague.
- You want speed without your brand starting to look like everyone else's AI output.
- You want guidance from people who build, not another management layer.
And to be equally clear: 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.
Why Glossy
Strategy, systems and taste belong in the same room.
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.
See what AI can and cannot do for your brand.
Book a free intake meeting. You talk directly to Ben, and you leave with an honest first assessment, whether we end up working together or not.