Artificial intelligence (AI) is rapidly transforming content creation, enabling creators to create stunning and realistic images that were once unimaginable. Artificial intelligence tools are used to generate content based on keywords. Chat boxes, a language-based model, analyzes text and generates a response based on the text provided. With AI, we can make machines do intellectual tasks that until now only humans could do - read, understand text, write, generate content, and understand language. AI allows machines to learn and improve on its own once trained by humans. This makes content creation even more accessible for brands and creators.
AI is quickly becoming integrated into advertising, as it is reshaping both content and strategy options. Advertisers are already adopting it to identify and segment audiences, build and test ads, improve performance, and optimize spend on ads. AI can also create ad copy, find new audiences and opportunities, hyper-personalize ads, create visual ads, and much more. These are all extremely useful tools to help advertisers and creators who want to create unique content with limited budgets and resources.
Executive Creative Director Rupert Cresswell, the leader of Alkemy X's Creative Studio, is utilizing this new tool with his AI portrait series, Prospex Park. After relocating to Los Angeles, Cresswell created Prospex Park as a response to the city's unconventional and curious atmosphere, as seen from an outsider's perspective. As a creative leader, Cresswell constantly explores novel forms of media and views AI as another tool to add to his extensive collection of artistic instruments.
During a recent discussion with Cresswell about AI's impact and the criticism it has faced, he stated, “As creatives, we must embrace new technologies and explore their potential to enhance our art, or risk being left behind. AI is here to stay, and the best way to understand its potential is by utilizing it, understanding its limitations, and exploring how it can help us create more innovative and meaningful works." Cresswell's approach exemplifies his commitment to exploring innovative techniques and embracing new technologies to achieve artistic excellence.
Cresswell has observed some gatekeeping from the artistic community around AI art tools. He believes the debate is often wrongly framed as a battle between non-artists and artists, when really it’s about creatives who embrace new technology versus those who refuse to do so.
"There is a great deal of misinformation surrounding AI in the artistic community. I've even been asked online if I am a robot! In reality, AI programs like Midjourney can be a valuable tool for creatives, helping us work more efficiently and in more innovative ways. It's important to understand its potential and limitations and to learn how to use it in ethical and responsible ways in collaboration with other artists and their practices." Overall, Rupert's comments suggest a nuanced perspective on the role of AI in the creative process, emphasizing the importance of exploring new technologies while also respecting ethical considerations and the integrity of the artistic process.
While it is uncertain what future AI advancements will be possible and what impact they might have on our lives, we can utilize these new tools in our content creation taking the approach that ideally AI should be used as an assistive tool, not as a complete replacement for human creativity. Where the line is drawn is yet to be determined. As we continue to learn about the capabilities and limitations of AI, artists should continue to have the freedom to explore new AI tools and integrate them into their creative processes at their discretion. Rather than fearing what lies ahead, we should approach AI with cautious optimism in our journey to push creative boundaries.