Home Business AI won’t steal your job, but it will make you a better creative.
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AI won’t steal your job, but it will make you a better creative.

by uma
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By Jack Walker, Head of Art, FCB Inferno 

Imagine a monkey wearing a monocle, or the kwik-e-mart on the surface of the moon. 

Maybe a bowl of alphabet spaghetti where the letters spell out ‘HELP’. 

What about a photorealistic, 8k, 3D render of a fluffy monster made of moss, hiding under a rock in the woods, at night? Do you see it in your mind? Okay, now comp it.

Bringing ideas to life is something that we’ve been doing since the dawn of design but now, with text to image AI, we can turn words into pictures in seconds flat and with no limits on our imagination. That mossy monster goes from taking a day and being reliant on existing assets, to in front of you in seconds.  

The most powerful tool you have as creative is your imagination. It’s the biggest part of the job. You use it all day, every single day to solve problems. And the best thing is that yours is totally unique. No one human has the exact same thoughts or ideas, so using AI programmes that elevate your creative thinking and test ideas instantly are incredibly exciting. A lot of people may think it’s coming to take our jobs but the reality is that, if we can tame it and use it to our advantage, we can actually use it to make us better creatives.

I wonder how long you’ve probably spent in the past year looking for the perfect image, or mocking something up only to realise that actually it was a terrible idea, or one that would never work?

I bet it was a lot. A lot of days that could have been better spent. 

Using AI tools to test and prototype can unlock a world of potential, and it can generate results that you’d never even thought of. And it can also save time. It can be a very quick way of trying something, seeing that it looks rubbish, and then moving on to the next thing. It’s not about doing less work ourselves, it’s just about working smarter and valuing our time more – and AI helps us do this. 

Each version of this form of AI has its own design ‘language’ – a set of prompts that dictate the end results. In its simplest form, you describe the scene, object, painting or photograph you want it to create and it creates it. 

But you can go much, much deeper. This code is powerful, insanely complex and clever.  You can describe basic painting styles such as fresco, watercolour, oil or you can mimic specific artists such as Hockney, Basquiat, and Mr Doodle. You can dictate specific camera equipment, 3D and rendering techniques, directors, textures, or use film references. 

The possibilities are quite honestly limitless, and the more accurate your description, usually the more interesting the result. If you’re looking to create a photograph, in the style of a Time Magazine cover from the 70’s, depicting an astronaut in a cowboy hat shot in black and white, you’re about 18 words and one click away.



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