Aug 2023
Humans vs AI: Creative Supremacy
At DNA, we take pride in understanding the nuances of our clients and the people at the heart of their companies. Human creativity creates stronger brands and better businesses, and human intuition translates that into compelling creative that aligns with our client's vision and values. That said, we think there’s still a place for Artificial Intelligence (AI), as it can give us valuable insights and help push creative boundaries.
As a creative agency, we've witnessed the rise of new AI programmes in the creative industry. While it's true that AI is a powerful tool that can automate tasks, generate imagery, streamline workflows, and produce ideas, it's important to remember it still lacks the creativity that comes from a human’s unique perspective and experiences (no offence, Chat GPT).
There are now more DIY creative AI tools than there are ice cream flavours, but what they lack is good taste. Advertising imagery can be created using simple prompts, but they never quite look believable and often stuggle with realistic human behaviours.
Midjourney prompt: Create an advert for a veterinary practice.
AI generators, although impressive, often fall short when it comes to producing high-quality results without highly detailed prompts. However, when provided with expert prompts from skilled designers and copywriters, these AI systems can be harnessed to create remarkable visual creations.
Recently, an AI-generated portrait won the Sony World Photography Award. The artist, Boris Eldagsen, tricked the judges by claiming he had taken the photograph himself, only to reveal that it was AI after winning the prize. This sparked a debate on the photographer’s input and the role of AI. The consensus reached by Sony was that without the detailed description from a professional photographer helping to inform the brief the AI received, the same outcome wouldn’t have been reached, making it a valid entry.
Boris Eldagsen's Sony winning 'photograph'. Image: Boris Eldagsen.
So, instead of Humans vs Robots, let’s think more Cyborg; the most impactful and successful creative work will result from a collaboration between humans and AI. By combining the power of AI with human creativity, we can push creative boundaries and create work that is even more innovative and effective. That’s what we think here at DNA, anyway.
Images created for TC Group depicting company milestones in the style of historic painters. Created at DNA using DALL-E.
Written with AI, tweaked by a human copywriter, heavily embellished and conceived by Liam.
In categories: Creativity, Industry Insights
