Does anyone remember the metaverse? 2023 fHi a year of AI, a rollercoaster of changes so intense that they reminded us of the Industrial Revolution, only happening in weeks, not decades.
In the marketing world a while ago, I witnessed a series of disruptions. The days of sending physical photographic prints to advertising agencies are a distant memory. User-generated content photographed on smartphones has become just another type of visual to engage consumers. Our sector has adapted to each new disruption.
So here we are once again. But now it’s different, with this technology impacting all sectors, all individuals, and advancing at the speed of light. We are right to be cautious. Of course she would say that! I imagine you thinking. But consider that the creative sector is responsible for 2.29 million jobs and generates 109 billion for the UKmore than R$500 billion, something that is very worth protecting. Artificial intelligence has the potential to amplify creativity, as long as it respects the rights of creatives from the outset. This is the basis of our approach at Getty Images to technology and its possibilities.
AI is a tool, not a replacement for human creativity
As we all know, it’s these informal conversations where we share thoughts and observations from person to person that often make the magic happen. Beyond their training sets, generative AI tools have no knowledge (or experience) of what is happening in the world. They only have access to what has already been recorded, and are not able to react to present or future situations, nor consider people’s current feelings in relation to a brand or product.
Authenticity has also become an essential component of trust in this new era of AI. According to our VisualGPS research, people define authentic as real/the real thing, followed by true and original. And 98% of consumers agree that authentic images and videos are key to building trust. Essentially, no one wants to feel cheated. This is consistent with the massive response we have seen to our collections #ShowUs, a coleo Disability e a coleo Disrupt Aging, all cwith authenticity incorporated, or informed, or created by the people who represent them. Knowing this, I think it’s fair to say that in the new wave of generative AI tools and content, ideas carefully crafted by expert creatives will be more important and engage audiences more than ever.
Now that we have a fun new tool, how can AI stimulate your creativity?
It’s time to get creative! This technology allows marketers and creatives to produce images that would otherwise be difficult to create: like a penguin in the middle of a city, or a path suspended in the sky, or perhaps a dog emerging from the clouds. Let your imagination run wild.
The tool is also great for playing around with and visualizing topics and concepts that are difficult to represent. Have fun sending suggestions for conceptual landscapes, futuristic green cities, or realistic animals in unusual settings. Test your skills with prompts about specific textures and color palettes to create something that will make your brand stand out in a crowd. One of my personal preferences, based on what our creatives created, is the visualization of surreal and zen spaces, with rich color palettes, verdant environments and interesting textures and shapes. The opportunities are endless.
Some important considerations before you start creating
Take an intentional approach to knowing why, when, and how to use generative AI visuals in a campaign. For example, ask yourself what the campaign message is and whether generative AI visuals are the right content to use in this case. If, for example, the campaign is talking about authenticity or if your target audience cares about representation (real people and real connections), I would say no. Maintain authenticity in the relationship between the brand and the customer, establishing or reinforcing trust.
Generative AI is a powerful tool, and new technologies have never impeded creativity in the past. Photography did not end painting, but it provoked new artistic movements. The electric guitar paved the way for rock and roll. At Getty Images, we’re excited about how creating commercially safe AI-generated images in your hands can lead to some of the most creative work we’ve ever seen. AI will undoubtedly change the way we work, but I believe it will be for the better, facilitating creativity in new ways. With a safe, intentional approach and good quality tools, we can stop worrying about AI stealing our jobs and think about how AI can enhance our creativity.
Key lessons about using AI in creativity:
- Be intentional about how, when, and where you use generative AI visuals.
- Using prompts is a great way to start visualizing difficult concepts or topics.
- Think of AI-generated visuals as another type of content, alongside pre-existing, customer-requested photographs. Use them flexibly according to the specific demands of the customer’s project.
