From the Studio

From the studio; artificial intelligence

Short Reads

Welcome to our ‘from the studio’ series – a selection of small insights on certain topics we as a studio find intriguing, exciting and relevant to the work we do.

This collection focuses on artificial intelligence; what we’re experimenting with in the studio, our thoughts on whether it’s a good or bad ‘thing’ for marketing and the creative industries and what limitations we should be aware of. Rest assured, we’re optimistic that we’re not being replaced by robots anytime soon…

 

 


 

 

Shades of intelligence report

Creative online publication It’s Nice That have launched a 4-part series investigating the creative industry’s growing relationship with AI.

With 83% of creatives are already using machine learning tools, it’s clear AI is here to stay. However, the industries feelings towards them are, unsurprisingly, mixed – some are curious; some are uncomfortable; others are cool with it (as long as they are credited).

Whatever you feel about AI, this series makes for an interesting read.

 

 


 

Copywriter vs ChatGPT

Here is possibly one of the best examples we’ve seen on the art of copywriting vs using AI tools such as ChatGPT.

While ChatGPT has lots of merits and can be useful for some tasks, it is not designed to replace a human copywriter.

It’s a tool that excels at efficiency, but to get the most out of it you need to understand it. It’s all about re-crafting the outputs that it gives you, and knowing to ditch them when it’s not quite working.

Humans are not logical beings, and all languages have nuances that a logical computer cannot quite understand or get its ‘head’ around. We’re of course experimenting with using AI tools such as ChatGTP in our own work processes, but it doesn’t by any means compare to what us humans have to offer when it comes to creating emotional connections.

 

 


 

 

Creativity in an AI world

Brand guideline platform Frontify recently partnered with AdWeek to create a report about the changing landscape of the creative and marketing industries. Naturally and unsurprisingly, AI was at the forefront of many of the conversations. It’s a topic that impacts many, and the report gave insights into thoughts, impressions and predictions about this new technology.

Have a look yourself, or carry on reading for our top takeaways…

 

AI as an assistance

‘Incorporating AI tools into our work processes is one thing, but we must not lose sight of our innate value as humans’ – these words from Cam Brandow speak to us and our principles as a studio. Here at Nalla we pride ourselves on creating brands that put people front and centre, so cannot see AI how could possibly substitute or replace real human connection. Many in the report agree with our thinking, and see AI as an assistance in creative thinking… ‘assistance’ is the key word here! Yes, AI can generate multiple outcomes in a short space of time. But ultimately (see next point)…

 

Emotion cannot be (machine) learnt

Collaboration and conversation are key to creativity, and entering a prompt into an AI tool will never be a substitute for connecting with people. To create great solutions we need to get to the route of problems. And to do that we need to hear from audiences, end users, employees, stakeholders… not ChatGPT.

 

AI doesn’t make being creative easier

Although AI has no doubt allowed everyone easier access to creative expression, it cannot be relied upon to provide those big ideas. In fact, there is a danger that jumping on the AI-generated image bandwagon can leave many brands looking and feeling the same. Which is the opposite of creative. Being creative requires human traits – imagination, consciousness and real-world experiences. All of which AI is lacking.

 

 


 

AI biases

Brands looking to use AI must be aware of the potential bias and imbalance that they may be about to unwillingly create. A generic blog post may do more reputational harm than good. An image image appear appropriate, even artistic in isolation – but it could also be an image that’s reinforcing a negative stereotype.

Here’s an alarming look at visual bias from Rest of World.

 

 


 

Handwritten words 'made you Looka' with an underline emphasis on 'Looka'.

 

Experimenting with AI

Can AI make brand design accessible for those who don’t have a design background? Well, we hope not because otherwise we’d be out of a job. But to really put it to the test, one of our design team tasked AI tool Looka with just that…

If you want to see how it went, give it a read here.