Thoughts on the use of AI in creative and design processes from Marcel, Creative Lead and Head of Design.
More than just practical helpers
AI tools have made impressive progress in recent years. The new technologies have multiplied creative possibilities. With little effort, images can now be created that until recently would have required a high degree of excellence, skill and time.
In the creative and design process in particular, however, the beloved tools of generative AI are now far more than just practical little helpers.They blur the boundaries of what is possible, allow us to dream and open up completely new dimensions of aesthetic experiences.Artists such as Refik Anadol, in particular, leave us marvelling. The renowned MoMA exhibited his algorithm-based installation ‘Unsupervised — Machine Hallucinations ’1 in its hallowed halls of contemporary art in New York, inspiring millions of visitors. ‘Unique’, “unseen” and “inspiring” are frequent reactions to Anadol’s art.
In May 2024, the artist duo ‘BOLDTRON’ achieved a groundbreaking advance in AI video technology with their digital collectible series ‘The Vault of Wonders ’2. With a strong conceptual idea as a starting point, they used AI to create fantastic fantasy creatures that delighted art collectors and the curious in no time at all.
Has AI replaced the creativity of designers?
A question that is often asked when it comes to creativity and design in a professional environment. The answer is clearly no. Technical possibilities alone do not create quality. It is determined by the context, the application, the message, the fit, the differentiation and so on. Even the accessibility of the medium of photography, which is available to everyone on their smartphone, has not replaced professional photographers. Quite the opposite. In the flood of images, the need for aesthetic originality and outstanding quality is increasing. And this can still be recognised.
Effect instead of tool.
When using AI, as with any other tool, it is ultimately not about the tool itself, but about the effect of the results achieved. Shaping and designing these results is the goal of professional creativity as we understand it. An iPhone does not make a good photographer; the availability of colour does not make a good painter. How and for what would pioneers such as Michelangelo, Monet or Andy Warhol have used today’s AI tools in their day? And what are the questions we want to answer for our customers? What do the experiences we want to create for brands look like?
This is what we want to work on with our customers. On the basis of sound strategies, with methodology, depth and substance. And with the tools of today.3
