Today, we’re looking into the future of creativity as we sit down with our Creative Director, Anil, to unravel what lies ahead for the creative space as artificial intelligence continues to come into play. We go behind the scenes to uncover the tools that have become an important part of our workflow and explore the key to creating the right balance between efficiency and creativity. AI is already here in a big way, so there’s no time to waste; let’s get started.
“It’s important to first mention that we only use AI as a tool in our toolkit to assist us, just like Photoshop or Illustrator, we’ll never grant AI the sole responsibility for conceiving ideas, that part is all down to me and the team!
We use Midjourney which helps build out concept visuals, as well as Adobe Firefly to aid us in making quick fixes and image retouching. We use these tools to complement the central role of human creativity in the agency.
AI helps us get some of the more ‘out there’ ideas conceptualised in a really efficient way. For example, we were recently asked to create a piece of content with Santa surfing with a kangaroo, in a 50s poster style. With the help of both these mentioned AI tools we were able to turn it around for the client quickly with a variety of our ideas for this brought to life! So, it’s not a question of AI doing any of the ‘clever’ stuff, it just helps us move faster for our clients.”
If you want to learn more about how Anil and the team use Midjourney to produce designs, and exactly how they use it, you can head over to our blog where he tells us all about the process of storyboarding.
“I can’t say I have a favourite as they both do different things. I love how quickly Firefly works to fix and retouch images, you can extend or remove components of an image, but it’ll never be able to put Santa and a Kangaroo on a surfboard, whereas Midjourney can.”
“We’ve been really proactive with incorporating AI into our processes. All of our visual-based creatives are now in training and are beginning to use it in their work. AI is a brilliant tool to help save time and resources as it can take on a lot of the menial tasks allowing us more time to craft and work on the ideas.
In essence, the time we’re saving on image retouches and building out initial visuals goes straight back into the project and spending more time going into great detail with the client and crafting ideas.
We also do a lot in the workshop space with AI. It’s a great way to bring our crafted personas to life on the fly. We can put the whole description of the persona in for midjourney to create the perfect image of the type of person we are trying to convey because stock imagery can’t always hit the mark. It’s also brilliant to help set the scene, it’s great to be able to visualise the full thought process and get ideas across.”
Helps boost efficiency.
Brilliant tool to add to the toolkit.
Quick and easy way to get ideas visualised that can then be refined and crafted by the team.
AI is still in its infancy (even if it is getting more advanced every day).
It’s worrying seeing how much design work is being passed off as people's work when you can tell it's been generated by AI. People should never rely on AI to do everything from the idea down to the design, it’s easy to spot! AI can never replace human thought and ideas.
“My personal thoughts are that AI will become a part of everybody's skill set. We will have job roles specifically created for AI specialists in different fields. You will probably have job roles such as AI engineers in each separate industry who specialise in programs to help in that space.
AI will only continue to grow and will become an amazing tool that we use daily. But that’s all it will be; a tool.”
“I’m excited to see how AI develops to continue helping us with efficiency and positively impact our processes. It will complement human thinking and ideation really well. However, we do need to make sure we leave the ideas to the humans. We see AI can spin out suggestions, but it’s never as good as a unique and genuine idea; if everyone started using AI to think instead of using our own brains we would end up in a sea of the exact same content and that wouldn’t benefit anyone.”
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