Sydney 15.32
18.7°
Share
Studio
Let’s talk AI
Stealing our jobs or stealing our hearts?
It’s the great creative debate – one that has circulated our studio more times than we’d like to admit. And while the debate lives on, we’ve discovered that in the realm of artificial intelligence, innovation knows no bounds.
As a world class creative studio we are wholeheartedly embracing the power of AI to push our projects to new limits and innovate in ways we only ever dreamed were possible.
“AI has become a great asset in communicating intangible ideas in our heads to clients on a screen. ”
AI has become a great asset in communicating intangible ideas in our heads to clients on a screen. We’re using tools such as MidJourney to streamline the ideation process, and bring even the most intangible ideas to life. Through storytelling we ask the AI software to generate 3D mockups, dream up the most impossible product designs, and create oversized, translucent, fluffy pink clouds to bring a brand’s story to life in ways that only the imagination could see, until now.
We’ve come to discover how invaluable it is when a client has a prospective idea or narrative, but not the finished product, or the budget, to bring it to life.
We use the all-too-popular ChatGPT to assist in writing prompts to input into MidJourney – as learning how to speak to the AI is essential to the efficiency and end result, and who better to teach us than AI itself.
And for those pondering if it’s stealing our jobs, we’ve discovered that ChatGPT is all but useless in executing creative work. It severely lacks in finesse, social context and cultural understanding. We are quite certain it will never replace the creativity of the human mind, but it is helping us to fill a gap when the creativity of a project goes beyond reality. Crafting the right narrative for AI to interpret demands a deep understanding of both creative thinking, and the technicalities of AI. It’s never an easy end-to-end process but always worth the result.
As a studio on the forefront of implementing the use of AI, we hold ourselves accountable to a strict set of guidelines that lay down the do’s and don’ts of usage. These guidelines are grounded in a belief and rule that AI is merely a tool for us to bring our ideas to life, not an idea generator in-and-of itself.
In our opinion, AI doesn’t come close to replacing human creativity. Be it graphic designers, photographers, videographers, or copywriters – the act of creating something ‘real’ can never be replaced. AI has its place in this new world to assist in ideation and execution, but it lacks in understanding humans and briefs on a deep and strategic level, making it unable to create from a place of human comprehension. For now, we’ll use it to assist our team in communicating their big, bold ideas and creating ‘out-of-this-world’ objects, scenes and stories.
So, what do you think, has it got your heart or your job?
