I saw someone on TikTok say, "Creating something with AI is the digital equivalent of owning a Cybertruck." It's kind of a perfect analogy, don't you think?

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Yup. Unsustainable and the end product is a POS devoid of life.

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I mean it depends on what you’re creating.

I can now jump on social tiktok trends so fast and with super high product accuracy. These social videos are very low stakes, and often silly things (like doing the bunnies on a trampoline trend but with the brand I work on). And it’s always disclosed that AI was used to make those.

But when it comes to making a campaign visual, or a spot, there’s no way I would use straight up AI. I use it as a tool for mood boarding and concepting. To set up a clear, full vision of what we’ll be shooting in the world of the brand and it also helps the clients understand what they’re buying. It’s worked really well on the last 5 shoots I’ve done it for.

Of course this doesn’t work if you have little understanding of film principles and shooting techniques etc, because then you get yourself in a position where you’ve boarded something that can’t be done. So it’s a fine line, you need the knowledge to be able to apply it to your craft in a productive way.

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Cold, lifeless, and spearheaded by bro-y tech dudes as “the future” when all it does is feed the greed machine? Sounds about right.

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Not quite, no

Hey I will never defend a cyber truck lol but I was just agreeing that objectively AI is far more detrimental to the environment than an electric vehicle. Still both have douches behind the wheel(s) of course!

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Any thoughts on this?

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Job ID : 0000HEPW
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