Come with us if you want your creative job to live: Skills of The Future Series - Part 1
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Skills of The Future - Part 1: Where is Generative AI Taking Us?
Welcome to 1618! A newsletter designed to inspire debate around the latest in the creative world.?
In this first part of a 4 part series, we are going to chat about how emerging tech and tools are influencing skills and job opportunities for creatives, and how they are transforming the way we ideate, create, crunch campaign numbers and finesse technical.
Technology is constantly evolving, (hopefully not into Skynet as the title of this series may suggest), and so is the field of design along with it. As new tools and platforms emerge, designers are well aware of the need to adapt and learn new skills to stay relevant and competitive, like when most innovations happen.
These days, using AI can save you a fortune of time (if you do it properly). BUT, while it can generate content faster than the Roadrunner in a Looney Tunes cartoon, it lacks the feeling and relationships only a human would understand. That's what we know creatives will always bring to the table. This means the roles of actual humans in the process will never go away, but rather, evolve.?
Probably the biggest topic in the creative space is Generative AI. The short version is that it involves using AI to generate original designs based on input and data. It can already do a lot, and the latest versions are starting to match humans in creativity tests.?
You can use Generative AI to create initial ideation sessions with teams and produce concepts you may not have thought of initially, or customise existing designs making it faster and easier to realise your creative vision.?
A great example of this is the latest text to video software just announced by OpenAI -SORA. Still in its early stages of development, it's already blowing our minds with its hyper realistic and truly imaginative videos. It can create complex scenes with multiple characters, specific types of motion, and accurate details of the subject and background.?
It understands not only what the user has asked for in the prompt, but also how those things exist in the physical world. All from just a few lines of text! But again, what will it mean for designers and content creators? Here are our predictions.?
AI is currently using social media monitoring to see what is trending, what will appeal to different audiences on different platforms and streamline creating content. You may also find some hidden gems and get the jump on the competition.?
For example it can analyse and recognise UGC and brand-related images. Taking advantage of this will help creatives deliver content that better reflects what their audience is engaging with on social media faster and before anyone else.??
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With image-to-image seeding, AI will use your image to source and produce variations of the image based on it. You can then further refine how the AI interprets it. The more you tell it what you want, the more it learns and the faster it creates (creating faster than humans). This could seriously speed up or completely take away the lengthy creation of mood boards, and get creatives back to their number 1 job: ideas!
Speaking of speeding things up, AI could automate repetitive tasks such as resizing and cropping, while maintaining consistency and quality. Once again freeing up time and getting more content ideas out. This could potentially lead to a decline in demand for entry level creative artworker jobs as AI can do it faster. Kind of like what happened to darkroom techs when Photoshop became the industry standard.
This isn't necessarily a bad thing though. Creatives will increasingly become curators (the puppeteers of machine learning), responsible for guiding AI tools to help discover and generate specific content faster, meaning jobs will become even more ideation based. We will always get better results because we understand and know how to conceptualise and execute an idea that relates to humans. Even if it's just using text.
In short Generative AI won't kill creative jobs any more than the invention of cameras killed painting.
What do you think? What's next for Generative AI? Join us on our socials let us know in the comments!
Words: Rhett Freeman