Ten years ago, did you think that we would be hosting entire conferences in virtual reality?
What about having an autonomous vehicle take you home from dinner?
What about asking Alexa for the weather forecast and getting it in seconds?
And we can’t forget about your little self-driving robot vacuum that cleans the floor while you catch up on the latest season of Love is Blind.
Sometimes, living in the 21st century can feel like living in a sci-fi movie. With the pace of technological advancements and innovation, it won’t be long before we really do have flying cars and humanoid robot bartenders.
One of the most fascinating innovations of recent years is the evolution of artificial intelligence and the ability to create works of art by entering a simple text prompt. The real question is: Can AI art generators be a cost-effective replacement for marketing designers?
Keep reading to learn about the future of AI and design and how brands can capitalize on it.
What are AI art generators?
The term artificial intelligence (AI) refers to computer programs that are able to complete tasks on their own instead of requiring a human. The difference between AI programs and machine learning programs is that artificial intelligence continually learns. Machine learning also continually learns but is more restricted by human rules.
In a nutshell, AI simulates human behavior where machine learning learns from past data. Artificial intelligence is the umbrella term that machine learning lives under. While they are often used interchangeably, there is quite a difference between the two.
How do AI technologies and AI systems factor into the art world?
According to American Scientist, artists write algorithms for the AI to learn specific aesthetics or styles by analyzing hundreds of thousands of images. When a user enters a text prompt, the algorithm generates a new image in line with the styles it has learned.
How AI and marketing design intersect.
Branding and marketing in general involve carving out the visual elements of a brand in order to appeal to a specific target audience or consumer base.
For a marketer, the thought of being able to enter a simple text prompt into an AI image generator and get the marketing materials that you need at the click of a button sounds like a dream come true.
No more sourcing and vetting creatives, no more having to approve and revise images. That print design for your next marketing campaign is at your fingertips. It sounds like a dream come true.
Because it is. Except the dream hasn’t come true quite yet. While marketers can certainly take advantage of AI image generators for their design elements, this is far from being as advanced as those self-driving cars we mentioned earlier.
The real question isn’t how to use AI art generators for your next marketing campaign, it should be…
Can AI art generators replace marketing designers?
While AI development feels like it’s moving at lightning speed, design is one area where human problem solving to perform tasks is absolutely necessary.
As far as artificial intelligence art goes, it can’t help your brand with competitive intelligence or gearing your messaging to your target audience. It also can’t take your feedback and apply it to that new holiday logo you’ve been working on.
AI generated art has come a really long way, but it isn’t at the place where brands can replace their creative teams with computer science. Companies still need human designers to generate that award-worthy social media campaign.
So, how can brands use AI art generators to their advantage?
Leave it to the designers.
Playing with AI art generators is fun to do in our free time, and that’s as far as marketers should go to use this tool to their advantage.
Designers, on the other hand, gain an advantage by using AI art generators. For example, let’s say that you, as the marketer, have a clever idea for a new marketing campaign. Utilizing AI to help generate ideas for the visuals, can cut the brainstorming time significantly.
Designers are able to plug certain keywords into the art generator like ‘mermaid drinking coffee’ or ‘plants growing out of a helmet’ and the algorithm will create a series of image options based on those prompts.
The designer is then able to refine those images, or create entirely new designs inspired by those images. The difference is that what the designer delivers to you will be an image that perfectly suits your target audience.
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Will AI art generators replace marketing designers?
People have always been fearful of robots and artificial intelligence taking over their jobs, and rightfully so. One thing to remember is that AI doesn’t replace human intelligence, it can’t replace the critical thinking skills and creativity that make us who we are.
Like artificial intelligence natural language processors (autocorrect, Google text predictions, grammarly), they are not writing novels in the place of human authors.
Traditionally, industries have been wiped out by other, more innovative solutions taking their place. Look at Netflix and Blockbuster, or Amazon and Borders, or taxis versus Ubers.
The same thing goes for marketing professionals and designers. AI should be embraced as an asset or tool to aid in the ideation and inspiration process, not as a full replacement for your creative teams.
AI research has a long way to go before it can replace whole teams of people.
We’re curious. Would you ever use AI art generators for your marketing collateral?
