Preparing for AI
Although this blog addresses AI from a creative perspective AI will have a much deeper effect on society as a whole. See note at the end of this blog.
The past was different than the present and the future will not be like the present.
There is a common concern that the rise of artificial intelligence (AI) will replace the need for human creativity and therefore the need for creative professionals. Although AI technology continues to advance significantly, creative professionals such as writers, designers, and artists will always require unique human abilities that AI simply cannot replicate.
There is no shortage of marketing, design, and tech expert opinion regarding the ever-approaching influence of AI. The predictions range from “Run to the hills this is going to take your job!” to “This is going to be the greatest tool ever, learn it now and get rich!”
The truth always lies somewhere in the middle.
I don’t know the future, and neither do “they”. What I do know is that, after three decades of change in the graphic design and marketing industry, we are still thriving. We’ve been able to accomplish this by focusing on three key areas. Staying true to the core fundamentals of great design, building client relationships, and understanding industry change.
Design
Creativity is inherently human. While AI can generate text, images, and other content, it cannot create anything truly original. True creativity is combining the fundamental design principles of, balance, alignment, proximity, repetition, and contrast, and combining those with the objectives and goals set out by our clients. Then, using the gifts the creativity, skill, and experience we create something new and unique. This requires a level of imagination and human intuition that AI has not yet achieved.
Relationships
Good times, bad times, and weird times, relationships are what sustain businesses. Hard work, authenticity, and honesty are the best buffers to uncertain times. Creative professionals work with clients, colleagues, and other stakeholders to understand their needs and preferences and use their expertise to bring that vision to life. This process involves a great deal of back-and-forth communication, brainstorming, and problem-solving, AI simply cannot complete. We can build relationships and connect with others, AI can’t. However, the trend towards AI-generated or AI-assisted work will be noticed by clients and they will have questions. Be prepared.
Change
Change is a reality, always has been, and always will be. You can ignore it or seek to understand it. Making strategic moves means understanding the situation you are facing. Whether you are a client or graphic designer begin by understanding what AI is, who the big players are, and how it works. There are many AI sites where you can sign up and play around. See the links below.
Planning for change has never been about adapting to everything new. Planning for change is about understanding what and how things are changing and then adjusting.
Conclusion
Creative professions have an inherent value that goes beyond the final product. A piece of art or a piece of writing is not just about the result, but also about the process of creation. The act of creating something is deeply satisfying and fulfilling for the creator, client, and audience. This value cannot be replicated by AI, which is only focused on the end result.
AI has many benefits and can certainly aid creative professionals in their work, it cannot replace the inherent creativity, emotional intelligence, adaptability, collaboration, and value that comes from human creativity. Creative professionals will continue to thrive, and their work will likely be enhanced by the use of AI technologies, however, AI will never replace the intrinsic value of human creativity.
AI is here to stay, understanding it and how it works is the first step – in planning the next step.
Some images created by Spindrift Design using Midjourney.
Note: In this blog I have discussed AI and how it relates to the creative industry. However, it’s not all about pretty images and snappy essays. Without proper regulation and oversight, AI has the potential to do serious harm to our societies and how we live. Please have a look at this talk given by the Center for Humane Technology.