septiembre 18, 2024 | Felipe
With the advent of generative Artificial Intelligence, we are witnessing the emergence of a new ‘species’ of creative professionals: the multimodal creative. This profile is evolving within the new context brought by AI to the creative industry, significantly impacting the process of generating advertising campaigns.
These innovative and versatile professionals are characterized by their multitasking abilities and adaptable mindset, which enable them to master the multitude of generative AI tools that continue to emerge. They excel at leveraging solutions like Midjourney, NewArc, Magnific, Inmersity, Runway, Luma, Leonardo AI, Suno, ElevenLabs, among many others, to create outstanding and brand-aligned content. They also produce captivating and consistent audiovisual content.
For instance, by implementing Midjourney, one can create highly realistic and high-quality images from text inputs. Furthermore, it ensures consistency across different images by referencing styles and codes. This is just one of many solutions that facilitate image generation while adhering to the branding framework required by companies.
The Emergence of AI Artists
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Going even further, the rise of “AI Artists” is emerging as a significant trend. These artists harness the power of artificial intelligence to create stunning visuals that captivate brand imagery. Their creations not only spark conversations on social media but also provide brands with new avenues to explore the potential of AI.
By employing AI, brands can enhance visibility and reach new, engaged audiences, particularly among enthusiasts of this fascinating artistic movement. This collaboration between technology and creativity paves an exciting path for brands to exploit new opportunities and connect with their audiences innovatively.
Generative AI is revolutionizing image creation.
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Expanding on the vast array of current generative AI solutions, tools like Magnific聽o聽NewArc.ai 聽 and Freepik聽 allow聽creatives to work with original brand-provided images.
A clear example is the image on the side, which originally stems from a photograph taken in a completely different setting鈥攖he interior of a car. Thanks to a hybrid approach combining generative AI and style transfer, we applied a model that maintains product fidelity while situating it in a new context more suitable for specific marketing objectives.
This demonstrates how original images can be contextualized and personalized by incorporating different styles, backgrounds, textures, and colors. This maximizes the value of the original photography, enhancing the creative richness of the material and offering new possibilities without compromising the brand鈥檚 identity.
The hybrid approach鈥攎erging original photography with generative AI capabilities鈥攁llows creatives to experiment and innovate, generating unique, visually impactful images aligned with brand needs through style transfer.
Additionally, these images can come to life through tools like聽Runway, Luma o Flux,聽which add motion to visuals through fascinating animations, creating pieces that captivate and excite. Combining this with audio applications like聽Suno,聽ElevenLabs聽o聽Voice.ai,聽allows the integration of music, voiceovers, or jingles into visual pieces, further enriching their appeal.
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Mastery of these tools brings an unexpected positive outcome: training a new generation of creatives with innovative ways of working and new skills. Social media platforms like TikTok, Reddit, Snap, YouTube, and Instagram cultivate an intrinsically more creative generation by democratizing creation tools. In recent months, various generative AI-driven creative tools have launched to theoretically accelerate the creation of ad copy and images. These tools are targeted at small businesses, enabling smaller advertisers to create ads on social media platforms鈥攁nd spend their advertising budgets there.
Similarly, generative AI will foster a generation of more competent creative directors, as they inherently learn to direct using this technology early in their careers. This technology introduces new workflows and skill development, cultivating a more proficient generation of creative directors. Effectively guiding and “prompting” generative AI has become crucial to the growth of the creative industry.
Ultimately, the advent of AI-powered software is transforming the creative landscape of advertising, fostering a new generation of creative leaders.
At Oysters AI, we recognize these tools not only as technological advancements but also as catalysts for creativity and innovation. However, unlocking the full potential of generative AI requires proper guidance from skilled multimodal creatives who can craft immersive and cohesive brand experiences, ranging from social media campaigns to large-scale advertising efforts.
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However, it is essential to emphasize that creative thinking and direction remain paramount to fully leveraging these new technologies. This involves visualizing and conceptualizing ideas, stories, and experiences that resonate with audiences while establishing the tone, context, and atmosphere of a creative campaign.
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This approach challenges the notion that AI should dictate creative outcomes and highlights the vital role of human thought in guiding and shaping technological advancements. Human creativity remains essential, not only to shape outcomes into a coherent narrative and final product but also to plant that initial seed or insight that also shapes the prompt, ultimately benefiting clients and brands.
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It is important to note that a prompt is essentially a briefing. Generative AI processes the briefing, consults all its sources, and then presents a response it has created. However, it almost never gets it right on the first try, especially if the prompt鈥攍ike a creative briefing鈥攊s not meticulous, detailed, and complete from the outset. You need to provide feedback, reformulate your instructions, and specify what works and what doesn鈥檛. This is precisely what a creative director needs to do.
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At Oysters AI, we like to call this process The Role of the Iterative Process, where human-machine collaboration is essential. We advocate for a human-centered approach to AI to develop communication strategies for brands. We believe it is crucial to know how to configure and direct generative AI, but it is even more important to define the conceptual and visual aspects of creative work.
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By harnessing the transformative power of AI, we aim to preserve the qualities that define human thought and ensure a collaborative synergy between technology and creativity.
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The emergence of multimodal creatives demonstrates how technology can amplify human creativity, offering limitless possibilities to those willing to embrace it.
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In fact, AI can explore historical archives, cultural influences, and contemporary artistic movements, offering a comprehensive understanding of the creative landscape.聽
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This provides alternative perspectives, empowering creatives with deeper context, pushing boundaries, and inspiring new creative possibilities. Together, human ingenuity and artificial intelligence unlock unprecedented possibilities and enable the exploration of previously uncharted territories in storytelling, visual arts, music, and other creative spaces.
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Moreover, AI’s ability to generate ideas can stimulate creativity and lead to unexpected outcomes. It can assist in concept development, data analysis, and pattern recognition, while human thought brings innovation, empathy, and emotional depth. By presenting different concepts, AI challenges creatives to think outside the box and explore non-traditional approaches.
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