Text to Image algorithms or AIs are getting a lot of attention. As with all new technology, it has the potential to be disruptive and change the way different people do their jobs. The future of work is not just about location.
Usually when people think about people being replaced by robots, they think of manufacturing or logistics. Perhaps autonomous vehicles will make taxi drivers redundant.
The AIs that generate images – from oil paintings to logos to hyper-realistic photographic portraits of people who do not exist have the potential to replace artists, graphic designers and other marketing and advertising roles.
Some are saying that there will be a new skillset required – an AI whisperer who can craft the perfect prompt to allow the AI to deliver the perfect product. Is that really any different from an experienced Art Director working alongside an artist or graphic designer or telling a photographer how to light and frame a shot?
It’s also important to understand the limitations of these platforms. They are great for creating an image, whether that being an imagination of a scene or a character.
Let’s imagine we were trying to create an ad for a fizzy cola flavoured drink. We could start with the brand positioning and use that as the prompt
An iconic drink for everyone, bringing happiness and refreshment. Happiness, refreshment, inclusiveness, togetherness. Warm, friendly, positive, innocent, global, for everybody.
And using the Midjourney AI with no art direction, we get the following.
That’s not what we were looking for. So we need to ‘craft the prompt’ to get something closer.
An iconic drink for everyone in an hourglass shaped bottle, red label with white writing, bringing happiness and refreshment. Happiness, refreshment, inclusiveness, togetherness. Warm, friendly, positive, innocent, global, for everybody. –upbeta
And we get this…
Still miles away from what we had in mind. Can you imagine how long it would take to create a brand campaign using this method versus an experienced Art Director working with the Brand team and all the resources of an agency?
An iconic drink for everyone in a coca-cola shaped bottle, red label with white writing, people having fun at the beach, refreshing, fun, happiness, classic, realistic, unreal engine, octane render, cinematic lighting,
And we get….
We can iterate and iterate… and maybe something will come up. Rather than iterate, I decided to search the Midjourney community showcase and found the following.
I think that learning how to use Photoshop would be a better skillset to hone rather than becoming the marketing agency’s AI whisperer. I would love to re-do this experiment with an experienced Art Director prompting me to drive the AI.
Next up, what are text to image AIs good for as a marketing person?
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