Artificial Intelligence (AI) is breaking the doors wide open in terms of how far we can take creative ideas and bring them to life with speed, efficiency and ease.
There’s already a variety of emerging AI tools available to designers, including DALL-E, Scribble Diffusion, Fontjoy and Khroma, to name a few. While we’ve been investigating all of these, we’re primarily experimenting with Firefly, a generative AI-powered content creation application from Adobe, currently in beta development.
What is generative AI?
Generative AI is a type of artificial intelligence that can translate ordinary words and other inputs such as video, images, animations, text and sounds into extraordinary results.
Generative AI can mimic human intelligence yet cannot replace it. And, it requires art direction. Many artists throughout history have used teams working underneath them to carry out the task of creating renderings or fleshing out concepts. But feedback and redirection or adding signature stylistic elements often require thoughtful direction to achieve an artist’s or designer’s accurate vision.
How is Generative AI disrupting the creative world?
Artificial intelligence has been a tool of the creative suite for a while. One such example is Content-Aware Fill in Photoshop. Generative AI is just another tool to use and one that can produce new opportunities. Just as most of us haven’t developed film by hand or painstakingly drawn out each dot in a halftone effect, we turn to technologies to help us create these results more efficiently. The bottom line? Generative Ai is the next evolution and evolving with the times is only going to make the output stronger.
It can enhance creativity by giving designers new ways to imagine and experiment with just a few words or scribbles. The programs can help us realize a unique vision by directing, customizing and editing content faster and also save on budgets.
Is using AI in design responsible?
It can become tricky ensuring the content some generator tools are pulling imagery from are free from copyrights and ethically appropriate to use. Adobe Firefly uses Adobe Stock images, openly licensed content and public domain content where copyright has expired. It is our job as creatives to confirm that the tools we use are pulling from a bank of resources that are free of these types of restrictions.
As designers, we can appreciate the standard for responsible generation. We can also feel confident that we aren’t using others’ ideas and could save many hours of piecing together and sourcing stock imaging. It’s helpful Firefly contains a Content Credentials tag that states when an image has been created using generative AI.
Although there is a learning curve, AI is only going to help us create and give us advantages. It’s exciting to see how the future of advertising will be shaped by using these tools in design.
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