Blog - Àlex Morell

A Fragrance Campaign from the Retailer’s Side

I spent more than ten years working in digital at a niche fragrance retailer in Barcelona. During that time, I…

Ago 17, 2026 • by Àlex Morell

When Generating AI Images Stops Being a Competitive Advantage

Image-generation tools are becoming more efficient, more affordable, faster and, as a consequence, much more accessible at a professional level.…

AEO and GEO: What Brands Actually Need to Know About AI Search

Search Engine Optimization

3 min

Jun 18, 2026 • by Àlex Morell

AEO and GEO: What Brands Actually Need to Know About AI Search

Every time search evolves, someone invents a new acronym and sells it as the latest discipline marketing teams need to…

AI Photography

4 min

May 29, 2026 • by Àlex Morell

From Reference to Final Image: How AI Photography Actually Works in a Brand Environment

Most conversations about AI photography focus on the final image. That's the wrong starting point. Inside a brand environment, the…

The Hidden Bottleneck in Paid Media Isn’t Budget, It’s Creative Throughput

Strategy

5 min

May 8, 2026 • by Àlex Morell

The Hidden Bottleneck in Paid Media Isn’t Budget, It’s Creative Throughput

Introduction In most paid media teams, performance is still treated as a budget problem. When results flatten, the instinct is…

Why Most AI Product Photography Fails Before the Image Is Even Generated

AI Photography

5 min

Abr 24, 2026 • by Àlex Morell

Why Most AI Product Photography Fails Before the Image Is Even Generated

Most discussions around AI product photography focus on outputs. People evaluate results: Does the image look realistic? Does it match…

AI Photography

4 min

Abr 17, 2026 • by Àlex Morell

From Experiment to System: A Framework for Brand-Safe AI Visual Production

How controlled visual experiments across five industries revealed when AI imagery actually becomes usable for brands I didn't start this…

Marketing

4 min

Abr 10, 2026 • by Àlex Morell

When More Data Makes Marketing Decisions Worse

Introduction In modern marketing organizations, data is rarely scarce. Dashboards update in real time. Attribution models grow more sophisticated. Reporting layers…

AI-Assisted Interior Photography for Furniture Brands: A Controlled Environment Experiment

AI Photography

4 min

Mar 27, 2026 • by Àlex Morell

AI-Assisted Interior Photography for Furniture Brands: A Controlled Environment Experiment

Testing whether AI can extend furniture product imagery into lifestyle environments without compromising scale, materials, or brand identity Introduction Furniture…