Rising Star
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Craziest offsite ever. Go.
Wendys twitter interactions are pure gold.
Who's got the most fishbowl points?
Chief
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Yes, it will become an essential part of the post-production workflow even more so in Ads. 3D modeling, wire removal, and rotoscopy were heading this direction years before AI. AI just speeds up the transition.
Where AI seems harder to replace is acting in live action/performance in animation. Performances need the kind of nuance that requires a director and actor to collaborate and decide what works and what doesn't. I don't deny there'll be tons of shitty AI acting out there, but in a professional workflow, a good real actor will be hard to replace. Action shots, faraway shots, sure.
BG creation, changing focus, final rendering in different compositing/color grading styles will be beneficial with AI, even to the point of changing cameras and lenses. Imagine shooting with an FS7 and wanting your footage to look closer to an Alexa.
Copy will be hard to replace with AI, it’s far more difficult and it needs a human brain to tell what's good and what's not, and with time it often needs to break out from a pattern, ofcouse AI can be used as a tool here by copy writers, but it won't replace copy writers
Rising Star
Quality x convenience x affordability will together reach optimal levels. Humans will still be involved for a while.
Long term, ads of every platform will be entirely generative based on user habits, interests and intent. Brands may manage a library of acceptable images that serve as “guardrails” but otherwise everything is generated on the fly.
I say this as someone who was deeply involved in the craft and design side of this industry for 7 years (yes, inevitably someone here will comment about how that time is a drop in the bucket) but the days of enjoying this job as a profession are/have been over. Stay if you want to be a slave to faster timelines and have less control over creative output. It’s a numbers game now.
Rising Star
You’ll be having a lot more “you think this is acceptable?” conversations
It’s already normalized.
It’s being used in ads that you don’t know about.
It’s only novel when obvious and comes with a PR release.
Fast, cheap, good — pick two.
K shaped everything - some people and clients will accept slop that gets worse every year, some some will demand good quality stuff. Slop doesn’t have to be AI, and it’s possible to make good quality work with AI, it’s just not much cheaper or faster (yet). If the sales pitch is time and cost savings, the work is gonna be worse. AI is only the problem in terms of building greater expectations for fast & cheap everything.
The larger problem is how many business models were based on making the expensive stuff (ideation, strategy, creating durable platforms) cheaper, and making the money back on execution / volume of cheaper hours. Businesses are what they get paid to do.
https://apnews.com/article/kshaped-economy-spending-income-inequality-dfa59144ecb2e1b674242666e28ff556
AI “art” will not age well.
As far as copy, it can fill word count but with every new model, it doesn’t get any better at writing.
Rising Star
Will it not age well because new AI art will be better?
I think it’ll be in the middle, but leaning towards the former. We’re in an era of outrageous hype right now, and hype is never sustainable. It will cool off, especially as people subconsciously start to rebel against AI slop.
But it will always be used in some capacity. There will be new design tools, briefing bots, transcriptions and meeting summaries, etc. It will eventually just become another tool that people use.
People used to feel a similar way about CGI in film and video, and there was an accompanying hype cycle along with it. Today, no one bats an eye about it.
Sure, but there’s a difference between what we think it should be and what it will be
This is the future
Change can be difficult but soon it will feel normal.
“You have to embrace the future”
*works at Yahoo*
We are all mostly too young to have lived through this, but at one point there was a backlash against photoshop. It was seen as cheating
Oh boy, another lazy false equivalency. They’re not nearly abundant enough
Simply look at how much of the music industry has become synthesized or programmed over the last 35 years…the answer is “most of it”. The cost and time efficiency will outweigh the quality shortfalls (which will become less over time as the technology gets increasingly refined).
Chief
But people have still been writing the melodies and lyrics. They’re not putting something into a machine and taking whatever it gives them.
I think there will only be a backlash if the ai generated work doesn’t sell products. Otherwise, robot city
Chief
Maybe when people go to museums to see AI art, spend money on AI movies, and AI avatars are more popular than real human celebrities.
Put me out of my misery at that point
It’s not a zero sum game. I see it finding its place in creative content creation, just like digital vs. analog art, 3D vs. 2D animation, etc.. It’s of course making content creation cheaper/ of less value. So I see this “broad strokes” phase as a time of learning what not to do with AI, finding where it will be valued more vs. less, as shaped by how its audience responds to it in favorable vs. unfavorable contexts.
I am hoping we’ll see a movement similar to the Arts & Crafts movement when factories took over… people who still want to make and appreciate real handmade art.