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02/05/2024
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Navigating AI's Impact on Creative Design

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?)

  • Briefing: Breaking down projects into actionable tasks and defining key questions. We then verify our thinking with the client.
  • Strategy: Providing additional ideas and options that may not have been initially considered. At the same time always being agile with our projects and defining the brief to achieve client objectives
  • Creative: Using image generation to expedite the creation of initial concepts, mood boards, and ideas. We then work together as a team to agree on design direction, test user experience and present mood boards to the client
  • Design: Employing AI tools like Adobe's Sensei in Photoshop for quicker retouching image enhancement and image generation (for ideas). Renders are also used to create videos to present an event 'vibe' to the client for approval

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!)

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