AI Profiles.
A brand-aligned AI headshot workflow created for JLL’s global website relaunch.
The tool helped employees create consistent, professional profile imagery without relying on market-by-market photoshoots.
Client / Context
JLL global brand · Website relaunch
Role
Creative AI lead · Tool selection · Workflow direction · Brand quality guidance
Deliverables
AI headshot workflow · Custom model direction · Quality guidance · Review process
Focus
Creative AI · Profile imagery · Brand consistency · Responsible use
The challenge
Professional headshots at global scale without a global photoshoot.
JLL needed a better way to create professional employee profile images for a global website relaunch. Traditional headshots are difficult to coordinate across regions, and the quality can vary widely.
The challenge was to test whether AI could create credible, brand-appropriate images that still felt professional and human.
My role
I led a custom AI headshot tool from idea to launch.
I identified the use case, assessed image quality, reviewed brand fit and worked with the vendor team to shape the custom model and workflow. My focus was making sure the output felt credible, consistent and suitable for a global brand environment, with the right level of human review and brand control.
The approach
Useful, not novelty.
The priority was not to prove that AI could generate a headshot. It was to define what the tool needed to do well: create realistic images, reduce friction for employees and hold up against JLL’s brand standards.
Key considerations
Professional credibility
Images needed to feel like real profile photography, not an AI experiment.
Brand alignment
The custom model was shaped around JLL’s visual standards, including tone, styling and finish.
Lighting and styling
Neutral backgrounds, consistent lighting and a defined image style helped create a more unified set.
Employee usability
The workflow needed to be simple enough for employees to use without heavy support.
Global consistency
Outputs needed to work across regions, roles and markets.
Human review
Opt-in usage, human review and brand safeguards were built into the process.
The impact
Outcome
The tool gave JLL a more consistent and scalable way to create employee profile imagery for the global website relaunch.
It improved access to professional-looking headshots, reduced reliance on individual photoshoots across markets and created a clearer standard for brand-aligned profile imagery.
