As someone who has spent time in the advertising world, I often interacted daily with creatives. With AI now a part of my everyday life for almost two years, it’s been fascinating to observe what creatives think about this technology. Initially, I encountered resistance from veteran creative professionals, while younger and more recently established designers and creatives began exploring how AI could enhance their efficiency.
Last week, Google announced findings on how professional creatives are learning to embrace generative AI tools to expand their skill sets and express themselves more creatively. While they value the efficiency and assistance these tools provide, they are adamant that AI should not take over the creative process or create art itself. Instead, they view AI as a valuable resource for managing non-creative tasks, allowing them to focus more on their artistic endeavors.
A great example is the speed at which tasks can be completed. Imagine you have a magic pencil that helps you draw better and faster and allows you to use your imagination to create your artwork. This magic pencil can also help you color inside the lines and erase mistakes, enabling you to spend more time enjoying drawing and less time fretting over the minor details. Previously, a retoucher might have handled these tasks, but with AI, the technology takes on this work.
Google clearly recognizes that creatives are approaching AI from a perspective that is more nuanced than merely technological. As someone who considers how technology can solve problems for everyday people, I believe this is an encouraging development.