By Steve Achord, Revelry Alumni
As a creative professional, it’s hard not to be excited by the latest advancements in artificial intelligence technology. AI-powered platforms like Adobe Firefly, GPT-4, MidJourney, and others promise to revolutionize the way we approach design and copywriting.
But as much as I’m excited about the possibilities these tools offer, I’m also keenly aware of the potential impact they could have on the careers of commercial illustrators, designers, photographers, and writers. The rise of AI technology will likely put their jobs in jeopardy, and it’s something we need to start talking about.
For years, these creative professionals have been the backbone of the advertising and media industries. They’ve brought campaigns to life, created iconic logos and branding, and crafted messages and stories that resonate with audiences. But now, AI-powered platforms are taking on some of these tasks, and it’s leading to concerns about the future of these careers.
One of the most significant ways AI is impacting the advertising industry, specifically, is through the creation of visual content. Tools like Adobe Firefly and MidJourney Version 5 are already able to generate unique images and graphics, taking away the need for human illustrators in some cases. While these AI-generated images may not be as nuanced or personalized as those created by a person, they can still be effective in communicating a brand’s message.
Similarly, AI-powered platforms like GPT-4 are changing the world of copywriting. These tools are able to generate entire blocks of text, including headlines, taglines, and body copy. Again, while the quality of this content may not be on par with what a skilled writer can produce, it’s still impressive, and it’s something that advertisers will undoubtedly take notice of.
GPT-4 Unveils New Capabilities
So, where does this leave the human creatives working in creative industries? Some fear that the rise of AI technology will lead to widespread job loss and a shrinking job market. But I believe there’s still a place for human creatives in the industry, even in a world where AI-powered platforms are commonplace.
For one, there will always be a need for creative strategists who can work with these AI tools to develop effective campaigns. AI-generated content may be able to get a message across, but it takes a skilled individual to determine what that message should be in the first place.
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To illustrate the point, the above article was written with Chat-GPT and included minimal edits by me, the human.
Prompt:
“Write an article in the style of author Steven Achord who wrote such articles as https://revelry.co/insights/design/midjourney-ai-idea-machine/
The subject is different AI platforms that have launched in the past 3 weeks and the impact they will have on people who work in the creative industry. Include: Adobe Firefly, GPT version 4, MidJourney version 5, Runway Gen-2, and Blender’s AI capabilities”
As we find new ways of working, I believe there will be a place for hand-made art in the commercial world, but it will be niche. As we bridge the gap between novel AI output, and real emotional work created by human hands, my prediction is the gulf will be so narrow that most humans will not notice AI, and most clients will not be willing to pay for time-consuming quality output. I can only hope we see the value in work created by humans and have the bandwidth to continue teaching and creating it. It’s my long held belief that the creative force in the world is the best of humanity. On one side of the spectrum you have war, bigotry, and fear, on the other side you have art, music, literature, and science. Let’s be excited about the new tools, but not lose sight of the importance of craft.
Resources:
- Adobe announces Firefly AI
- Adobe Firefly extended walkthrough
- GPT version 4
- Ars Technical: AI-imager Midjourney v5 stuns with photorealistic images—and 5-fingered hands
- Runway AI Introducing Gen-2: Text to Video
- YouTube: AI Is Getting Out of Control in Blender | ControlNet
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