Modern style control happens mostly through conditioning and adapters rather than the classic two-image method, but the intent is unchanged: keep the content, change the dialect.
The brand risk is homogenisation. A style applied uniformly across a campaign produces consistency and, past a point, wallpaper. It works best as one register among several, not as the whole visual policy.
QUESTIONS PEOPLE ASK
How do you apply a brand style to AI images?
Train a light adapter on a curated set of on-brand frames, or condition on a single strong reference per intention. Then check the output against the brand book, not against the reference.