AI versus creativity
There is a lot of uncertainty around AI, but used in the right way it has the potential to aid the creative process.
Responsibility versus creativity
We recently attended an online AI showcase and discussion hosted by go-to stock library Shutterstock and wanted to share some of our key takeaways and considerations for users of AI creative tools from those shared by the panellists. If you believe in or are committed to ESG standards, there are some obvious overlaps with how AI is developed and used in relation to these, too.
If we are to take a responsible approach to AI development and use, it needs to be people-centric and respect the rule of law/legislation and human rights in terms of equity, privacy and fairness.
For creative AI users, you can do your bit by ensuring that you are working with tools that:
- Compensate those who create the source materials and content
- Champion responsibly sourced images and data
- Are working to ensure that source materials and content, and models using them, are representative of the world we live in and all of its diversity
- Work through licensing arrangements to protect all parties, providing you (the user) with the necessary permissions to use your AI created images/output for whatever purpose you choose.
It’s clear that current AI creative technology doesn’t produce perfect, polished creative. But what it can do is:
- Get the creative process started
- Help with ideation
- Take away some administrative creative tasks.
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It’s clear that current AI creative technology doesn’t produce perfect, polished creative. But what it can do is get the creative process started.
Prompt visioneers
But you do still need to have some sort of creative vision in the first place and the ability to articulate this in language sufficiently well to be able to give the necessary creative direction to (or prompt) the technology – so that it can select and combine the source creative elements in exactly the way you imagined.
After all, creativity is a transformative process. It involves taking an idea or elements and adding to them, turning them into something of greater significance or value.
There is a lot of uncertainty around AI, but used in the right way it has the potential to aid the creative process.
The best way to cut through is to work with tools that take a responsible approach to AI and to experiment and ask questions.
The other option, of course, is to work with a trusted creative partner who has a responsible approach; who intuitively gets you, jumpstarting any creative process; who knows how to articulate your vision and can get the most from the creative tools available as well as the experimentation process.
In the Shutterstock session, generative technology was described as magical. We would agree with that only in as much as it exists, and will evolve, as a result of human creativity and collaboration. At NEO, we believe the magic really exists in what we do together with our clients – ie, what people do together.
Thank you Christopher ‘Skip’ Wilson, Meghan Schoen, Diya Wynn, Jacqui Moore, Greg Rules and artist @ArtbyJah.
The magicʼs in what we do together
We will be your partner for inspiring content, data visualisations and brand design. Add our independent thinking to your capabilities for alchemy that delivers creative gold – from concept creation and ideation through to execution and delivery.
We’ll work closely with you to create the kind of chemistry that makes you shine.
Let’s start the alchemy
