AI IMAGE CREATION VS ‘THE IDEA'


About a month ago, Open.AI finally made their, frankly wild, image generation platform Dall-E2 available to the general public, allowing more people than ever to get a handle on how this gnarly, new tech is going to shape the future of the creative industries.

When I first saw what it could do, I was struck with two thoughts. An exciting first impression: ‘This looks brilliant’ was quickly followed by a more concerning: ‘How long before my clients twig and the machines replace my social agency?’

I’d seen Brands like Heinz use AI imagery for gimmicky advertising pieces, but now something was telling me that shit had likely just got very real. Because if a brand can, in theory, create any image they want by simply typing a description into a prompt box, why pay an agency to do it?

Had tech gone too far? I had to find out.

“I was struck with two thoughts. ‘This looks brilliant’ was quickly followed by a concerning: ‘How long before my clients twig and the machines replace my social agency?’”


 
In an attempt to get to know the enemy better, I set up a Dall-E2 account and went about creating my very first AI generated images. Lairy photographs of 90’s ravers, vaporwave illustrations of my hero Eric Cantona (even though likenesses of famous people are technically banned) and some expressionist paintings were all generated within 15 minutes.

As I scanned over these imperfect but realistic visual articulations, I remembered that Jeffrey Katzenberg Disney memo: "In the dizzying world of movie making, we must not be distracted from one fundamental concept: the idea is king.”

Panic over. My first impression was the right one, this is brilliant.


“The technology will always need a level of guidance and a person with a good sense of creative judgement to get the most out of it.”



Advertising will always be driven by ideas, even when inputting Dall-E2 prompts. The technology will always need a level of guidance and a person with a good sense of creative judgement to get the most out of it. Specific decisions will still need to be made on abstract things like style, expression, tone, colour, etc to ensure the work is conveying the correct visual language to deliver the correct message.

If you think about how we went from canvas to camera to camera-phone, AI image generators like DALL-E are the next (albeit HUGE) step. Open AI CEO Sam Altman rationalised it better than I ever could as "an example of a world in which good ideas are the limit for what we can do, not specific skills."

“The desires of brands who want to churn out continuous streams of fresh, original content on a small(ish) budget can finally be satisfied.”



Marketers will always need creative agencies for their musings, their taste, their ideas, their expertise. Traditional designer, stylist and art director roles may evolve into something new and unfamiliar, but I doubt they will be lost within the industry.

So, what does this mean for business? Well, tech that helps relentlessly busy social agencies to deliver more content in faster, automated, more cost-effective ways will be of just as much interest to brands as the agencies themselves.

The desires of brands who want to follow the Nike example and churn out continuous streams of fresh, original content on a small(ish) budget can finally be satisfied. Let’s also not forget that personalisation of content will become much more economically viable now using AI. The e-Com sector is growing and this help suppliers keep with that.

From an agency-side POV, AI image generation has got Communicator hyped for the possibilities it will bring to the industry.



If you like what you’ve read and want to carry on this conversation, why not get in touch at hello@communicatorlondon.com



                                                                                    
    

















                                                                                   
































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