Creativity with impact: Artificial Intelligence in the Fabamaq Brand Team
At Fabamaq, a Porto-based technology company specializing in developing casino games, innovation is part of the daily routine. In the Brand team, artificial intelligence has become a strategic ally that accelerates processes, expands creative possibilities, and increases efficiency without replacing the human talent that is at the foundation of everything we create.
More than just a current trend, artificial intelligence supports creative thinking, helping the team explore new ideas, test visual approaches, and maintain brand consistency in an increasingly demanding communication ecosystem.
Augmented creativity, not automated
In Fabamaq's Brand team, Artificial Intelligence is viewed as a tool to support creativity. The goal is not to generate final results automatically, but rather to gain time, clarity, and room for exploration so that creative decisions always remain human. Each tool has a well-defined role in the workflow and meets specific daily needs, from concept definition to visual execution.
Photoshop AI: detail, control, and visual precision
Photoshop AI is primarily used to speed up visual tasks without losing creative control. The team uses this tool to complete casino game characters, adjust graphic details, apply thematic assets, or quickly and accurately create and adapt backgrounds. This approach allows for maintaining high visual quality while respecting the identity of the games and the brand, and simultaneously reducing the time spent on repetitive or highly technical tasks.
Envato AI and Freepik AI: efficiency in scenario creation
With the support of Envato AI and Freepik AI, the team can generate and adapt graphic resources more quickly. These tools help explore visual variations, quickly find elements aligned with specific themes, and build consistent scenarios for campaigns, digital content, and institutional materials. The result is a more fluid process where resource research and adaptation cease to be a creative block and become an idea accelerator.
Midjourney: exploring before deciding
Midjourney is an essential tool for creative exploration. This is where visual concepts, character variations, artistic styles, and inspiration for environments and thematic campaigns are born. By enabling quick visualization of different creative paths, Midjourney helps the team align ideas, test visual directions, and make more informed decisions before moving into final production.
ChatGPT: conceptual and strategic support
On the more conceptual side, ChatGPT supports the Brand team in generating ideas, storytelling, visual descriptions, and creative alignment. It is a support tool for strategic thinking. It helps structure messages, clarify concepts, and unlock new creative approaches. As with the other tools, the focus is on supporting human reasoning rather than replacing the team's creative vision.
Technology at the service of human talent
Together, these tools allow the Fabamaq Brand team to work more agilely, creatively, and efficiently. Artificial Intelligence emerges as a silent partner, freeing up time for what truly matters: thinking better, creating with greater intention, and ensuring quality in every delivery. AtFabamaq, we believe technology should amplify human talent, never replace it. This philosophy guides how we integrate artificial intelligence across the company, from brand management to casino game development.
The future of Artificial Intelligence at Fabamaq
As an IT company in Porto, Fabamaq is naturally and consciously incorporating Artificial Intelligence into its daily life. In the Brand team, AI helps us gain efficiency, explore new visual approaches, and free up time for creativity, innovation, and brand consistency.
If you enjoyed this content and want to dive deeper into how artificial intelligence impacts the products we develop, discover how Fabamaq integrates AI into casino game development and how this technology is transforming our technical and creative processes.
