Can artificial intelligence compete with human intelligence? (Photo: Pixabay.com)
The ease with which it is possible, with the help of image generators based on artificial intelligence tools, to produce beautiful and fast visuals, without the need for design and creative people, is unimaginable;
In a few moments, anyone can create wonderful images of almost anything, and overnight become an interior designer, illustrator of children's books, and what not?
The same ease makes it possible to produce a result that may be beautiful and aesthetic, but cannot replace an entire creative process.
The immediate aesthetic, along with the fact that anyone can create anything, produces almost contempt for the creative professions.
Artificial intelligence already knows how to produce aesthetically stunning products, but will it be able to learn to produce creative of strategic value?
There is creativity, but what about differentiation?
When we create images and content within the worlds of artificial intelligence we actually verbally describe what we want to do or upload an existing image as a reference.
The same description or image actually goes into a kind of "black box", from which several images come out, which will almost always look great, but in a broader perspective, and after these tools have been in use for several months, we see that behind the aesthetics, it is difficult to find values, a distinct strategy and differentiation , because that "black box" already has its own "style" and because it still does not know how to "charge" the image with brand values, produce sophistication, multiply meaning, and many other important parameters which are the ones that create differentiation and strategic value for brands.
AI tools as force multipliers
Artificial intelligence tools are undoubtedly important tools and significant additions to the creative professions, and already today they are becoming an integral part of their new toolbox, but at the end of the day, like any new technology, they are tools - strong, fast, special and fascinating - but they are not a substitute for people Creative.
Correct and smart use of them can enhance creativity, increase the pace of work and shorten processes at a level we have not yet known, but they are still just tools, and it is very important to remember this.
Experts in the field of artificial intelligence claim that the tools we have today are only the tip of the iceberg.
While the progress of artificial intelligence makes it possible to train AI models in certain characteristics of creativity, experts question the extent to which artificial intelligence can teach itself what creativity is, and whether AI tools can create from nothing, without guidance and input from users.
Also, the question arises as to whether the AI tool has the ability to understand at the end of the process what the right product is for the business or strategic need of the end customer, and not just produce a beautiful image that corresponds with some verbal description.
At the end of the day, the goal of artificial intelligence tools is, as mentioned, not to replace the creative, content and development people, but to provide them with tools to develop new work techniques that will enhance their creation, and a variety of interactions that will be an exponential force multiplier in the face of the work and development rates that we know today and that the market needs .
What can we expect?
In the coming months and years, we, as creative and content people, will have to research artificial intelligence tools, invest time in understanding their advantages and disadvantages, and develop processes that in the future will be an integral part of our creative processes.
The tools of artificial intelligence will undoubtedly change the way we create, and will allow many more people greater access to abilities that they did not have before, but these tools will only replace the people who will not be able to adopt the abilities, which in the future will become an integral part of our daily lives.
The phenomenon of non-professionals becoming overnight AI "content creators" will not hold water for long.
As John Smith, director of multimedia and vision at IBM's research division, said: "It's easy for artificial intelligence to come up with something innovative randomly, but it's very difficult to come up with something that's innovative, unexpected and useful."
Omri Bar Zeev is a co-founder of Manyone, a company specializing in design and international strategy
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