exactly.ai
Product Design · Art Direction
About
Exactly.ai is a generative AI startup dedicated to protecting the intellectual property of creators. Unlike generic tools, Exactly.ai allows artists to train personal AI models on their own work, ensuring they maintain full control over their style and IP.
As Art Director, my mission was to build brand trust and bridge the gap between complex technology and artistic soul. I led the brand identity revamp, redesigned the core web and product experience to optimize conversion, and directed international exhibitions in London and Berlin to ground the digital product in the physical art world.
I worked at Exactly.ai from 2024 to 2025.
Platform
When I joined Exactly.ai, it was a pre-seed startup with a small team, where roles weren't fully fixed. While my primary role was product designer, I wore multiple hats and worked closely with our Head of Design, Tim Cherny.
In Q1, our company goal was to attract users, artists, and creators to the platform. To do that, we worked in several directions, and as a designer, I contributed to all of them:
- With managers and engineers, we upgraded the acquisition funnel and landing pages to convert visitors into signed-up customers.
- With the head of design, we conducted qualitative user interviews to define user needs.
- Upgraded the model creation (onboarding) funnel.
- With the marketing team, we tested integrated growth campaigns across social media advertising.
- With the CEO and community manager, we launched an open call and directed the London panel and exhibition.
Product insights
35%
Conversion rate from landing page to registration
20%
Increase in the total number of models successfully created by users
75%
Of users returned to Exactly.ai after successfully creating a model
Growth marketing insights
500+
Attendees at the London panel and exhibition
1,000+
New Instagram followers gained monthly
2x
CTR after Instagram ad campaign redesign
Marketplace
Since Exactly.ai positioned itself as a platform that protects artists' IP, our goal for Q2–Q3 was to launch a first-of-its-kind (2024) scalable marketplace that let artists monetize their AI models while providing high-quality, ready-to-use assets for commercial users.
The marketplace was a storefront for all models on the website, while in the app, users could use any model through their subscription. Artists received their payouts directly from Exactly.ai. When clients wanted exclusive rights, they could pay a set price to use the model for their company's needs.
A marketplace only works with a balanced ecosystem of creators and buyers, so we focused on attracting sellers (artists) and proving platform value to commercial buyers (agencies, product companies) simultaneously. To reach that goal, we worked in several directions:
- I directed and executed the Style Library page on both web and app, with artist profiles.
- I created a template landing page that scaled to 10+ industry landing pages.
- We developed the "Sell Your Model" conversion funnel.
- Updated the monetization and payment flows.
- We led the Berlin exhibition dedicated to the marketplace launch.
Insights
1st
Style marketplace launched in the AI industry (2024)
25%
Of total platform revenue generated through marketplace transactions
10+
New companies converted to clients following the marketplace launch
Community
As Art Director, part of my role was to support marketing growth. We constantly worked on attracting and retaining creators and users, building new formats for community engagement.
Creators were working in isolation, so we shifted focus from solo creation to a peer-to-peer ecosystem, and launched several projects to support that:
- "Recipes" series on our blog, featuring top-user techniques for using Exactly.ai
- Built a YouTube channel for onboarding users
- Launched open calls every week
- Designed and launched landing pages for professional use cases
This resulted in a stronger, more connected creator community, with a 20% increase in recurring users.
Two Roles, One Product
As I mentioned earlier, I joined Exactly.ai in its early phase, and I really enjoyed the fast-paced rhythm of researching, developing, and pivoting constantly. I worked with a wonderful team of some of the most talented people I've met, and learned a lot.
I was never against doing something outside my "job duties," so I delivered and contributed across different projects:
- Product: researched and conducted customer interviews, created and improved flows, updated the mobile interface
- Brand identity: evolved the visual system, created guidelines, commissioned a custom AI model as the signature brand illustration
- Web strategy: redesigned the homepage, designed landing pages to test user cohorts, launched the community hub and marketplace storefront
- Content art direction: led social formats like "creator spotlight reels" and user-run tutorials, organized teams of editors, copywriters, and artists
- Global exhibitions: art directed identity for shows in London and Berlin, curated final selections, produced all materials
During my tenure, Exactly.ai transitioned from a technical beta into a community-driven platform for professionals and business clients.
