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In the ever-evolving landscape of creative production, the convergence of creativity and Artificial Intelligence (AI) presents a paradigm shift with immense potential. The question looms: Is AI truly set to revolutionise the way we approach design, production, artwork and Marketing communications in general? And if so, when?

Understanding the Intersection of Creativity and AI

AI technology operates through sophisticated algorithms and machine learning models, analysing vast datasets to identify patterns. This capability empowers AI to make predictions, generate content, and even delve into the realm of art. As we're sure you've already seen, there has been incredible artwork produced. Some of which have been controversially winning art competitions

From writing text in response to prompts to generating images based on textual descriptions, AI's goal is to automate and streamline certain aspects of creative production, offering newfound efficiency and resource allocation for more intricate, human-driven tasks.

The Limitations of AI

Although there are still many limitations, the influence of AI in creative production is highly promising and incredibly powerful.

Early adopters are stealing a huge lead on their competitors and boosting their existing client relationships, as demands increase on marketers to embrace and take advantage of the benefits it can provide.

As AI technology continues to evolve and improve, it becomes increasingly capable of generating high-quality content.

Brands will tap into this with agency partners to streamline their creative production
processes, freeing up time and resources for more strategic, high-level tasks.

AI technology development and application testing continues daily globally by hundreds of businesses with AI engineers and developers committed to making it a tool to enhance human creativity and expertise.

We've found that AI still lacks the creativity and nuance of human input. AI-generated content can often comes across as stiff and predictable, lacking the personal touch that makes content truly engaging.

It’s up to us to consider and monitor the current limitations of AI, but to constantly assess where and how it can be adopted.

Matrix's Commitment to AI Integration

Embracing the benefits of AI across the entire workflow, from project brief to delivery, is a strategic imperative for Matrix. To ignore it, would be the equivalent of a delivery driver insisting that he ditch the van and continue doing his deliveries by pushing a wheelbarrow, or commercial image retoucher skipping Photoshop in favour of pen and ink.

Matrix recognises that familiarity with AI tools and their applications is key to successfully implementing and showcasing its advantages.

We need to remember that the goal of these AI tools is to automate and streamline certain aspects of creative production, freeing up time and resources for more complex, strategic tasks. All of our projects start with the strategy and execution. This defines how we will achieve the clients objectives. We're always showcasing how brands benefit from the evolving client-agency model where we separate the strategy from execution.

It will always be a collaboration with our clients. From marketing teams and brand teams to campaign managers and communications teams.

As soon as we receive a brief from the client we collaborate with them to define goals, separate strategy from delivery and get feedback about our proposed creative direction and test UX with the audience who will be experiencing the design and interactive activations. We can use AI to streamline creative production but not to use it in place of creativity.

Matrix has adopted AI technology early to grow together with AI as it adapts and learns from our input to give Matrix and our clients a competitive advantage.

Here are some current methods for how we're currently utilising AI to help streamline our content creation and asset production process and automate where relevant: Do we need to show the four-step Matrix process (Discovery, Define, Develop, Deliver?)

As AI technology continues to mature, the synergy between human creativity and AI-driven efficiency holds the key to a dynamic and transformative future in the design and creative industry. Matrix is at the forefront, navigating this evolution with an unwavering commitment to innovation. Always with the goal to keep our clients super happy, achieving their objectives and accelerating brands with our 30 years experience in creative production (and 2 years with AI!)

On July 1st Google officially shut down it’s standard version of Universal Analytics (UA), which was the most widely used marketing analytics tool across the globe. Taking over is the new Google Analytics 4 (GA4).

One of the differences with GA4 is that it no longer relies on cookies to ID users, and with new privacy regulations within the European Union’s GPDR, meant cookies were no longer viable.

The big question is, did you know about the change over? Have you logged into your Google Analytics account recently and noticed the big red warning messages regarding the update of your tracking integration? If you haven’t, chances are Google has automatically updated the integration for you and you will now be running on the most basic setup of GA4. But if you did not have a standard property set up you may have lost the ability to track data from your website.

Our advice, log in and check. Even if it has updated automatically, it will be basic and you may want to set up some of the more advanced features. If your agency manages this for you, ask the question as to whether they have set this up for you.

Every business that deals in tangible products should be giving potential customers an up-close look of what they are buying. Today, more than ever, people are doing most of their shopping online and expect a digital experience that really shows them what they’re buying. 

This is where 3D configurators come into play. A product configurator is a bespoke tool designed specifically around your products that allow customers to engage, interact, customise and configure them, to help see what they would look like in real life. 

The great thing too about a well-designed 3D product configurator is that it can help simplify the ordering process for clients and improve conversion rates. It will also help you stay in front of your competitors and elevate your customer engagement in a cost-effective way. 

Over the last few months, we’ve built a number of web configurators for our clients that allow customisable 2D or 3D models of the product to be explored in-situ by customers.  Take a look at two of them here. 

JBKind Doors – Door Visualiser 

JBKind Doors is a leading supplier of internal and external doors. Their high-quality doors are at the forefront of contemporary design. With a heavy focus on customer experience, they wanted to develop a tool, available on both their own and key retailer websites, that will better help their clients choose the right door for their home. This is how the Door Visualiser came to life. 

Thanks to this innovative new tool, JBKind Door’s customers are now able to take their pick of more than 70 of their most popular solid and glazed door designs and position them in three room types, so that they can ‘design before you buy’ and get an accurate picture of how the doors would look in their homes. Talk about putting the customer at the heart of your business!

“When homeowners are looking to design their homes, specifically their interiors, a door can play a pivotal role in how the space is used and perceived. A tool that can enable customers to actually see how our doors will work in three of the home’s core rooms, will help them choose the door design that suits their specific style and interiors preference.

Our new Door Visualiser has been created to be fun and engaging, with the option to change wall colours and floor types. You can also save all the different rooms that you have designed so that you can review them later before making a final decision. We believe that the ability to ‘design before you buy’ will give customers extra confidence when choosing their new interior doors.

The introduction of our innovative internal Door Visualiser is a UK first. We believe this new tool will soon become an essential and integral part of any internal door buying process, offering homeowners ideas, insights and confidence, prior to their purchases.”

James Cadman, Managing Director

The Luxury Bath Company – Furniture Configurator

The Luxury Bath Company offers an exclusive collection of high-quality bathroom fittings and accessories, designed and crafted to give any bathroom space a luxurious and indulgent look and feel. After introducing a new range of bathroom furniture, as an online business they wanted to make it easier for clients to find the perfect combination of furniture and finishes. 

This is where we introduced the furniture configurator as a solution. Thanks to the bespoke solution, anybody who wishes to explore the Luxury Bath Company furniture range can now do so in a lot more depth. You can combine different pieces of furniture, changing the colours and finishes in order to create a render of the perfect bathroom space for you.

With this relatively new technology, companies now have the ability to offer their customers literally dozens of different customisations. 

Whether the company offers a single product or multiple – a configurator always comes in handy as it adds the element of scalability that simple applications and websites do not have. 

That being said, designing a configurator, especially a highly customised one, could be a tricky task. Multiple skills are required in order to get it right, including design, retouching, web development and photorealistic rendering to name a few. At Matrix, we have designed a number of configurators for a variety of clients across multiple sectors. If you too have a physical product that you are selling online via an eCommerce website, chances are you too can benefit from this service. 

To see how we can help you scale up sales and offer a superior customer experience online, give us a call. 

Let’s talk.

And find out how we can get your brand message to your audience faster and more cost effectively
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