Once upon AI time

As VR and NFT’s are still evolving, this year they are being  joined by their more literary cousin in the public lexicon -  AI. The new computer generated chatbots and illustrators who have taken the spotlight for potential use in marketing communications.

Artistic communities have immediately been divided by the controversial functions of ChatGPT and DALL E-2 where the human learning and pastiche borrowing from original IP has brought into question job security, copyright and the censorship required to avoid driving disinformation. Ryan Reynolds in his usual self deprecating tone happily made a gimmick of the technology to boost some awareness of mint mobile. Meanwhile Nick Cave of the Bad Seeds rejected a fans offering to him of a song written in “his” style calling it “shit” and a mockery of what it is to be human.

So where do we place ourselves in this conversation?

As a lean enterprise we’ll always be trying new hacks, playing with the latest creative and enjoy the flexibility to try out fresh styles with social media teams wanting online content that can experiment with new possibilities. Will that improve the storytelling elements of our work is too early to tell.

That said, like most businesses, we already use AI in our creative workflow, as apps like Canva, Motion Array et al help to deliver on quick deadlines or marry the current trend of memes and conversations found online into moving images. Both those programmes have their own versions of algorithmic learning and so it’s already in use across many fields. It’s just got more powerful. And with that comes responsibility. To have human accountability for what work is created in this new form. The wins and losses will always need to land somewhere.

I remember entering Kings Cross underground and meta had bought all the media space down the long escalator. The ad was a CGI video of Rome with the titles saying “Why not visit the colosseum for real” - and they’re right. Most pupils will pick the VR headset over dated powerpoints and choose to interact with history. When AI and VR can work together on this level industries from health to education and science will have another tool to share knowledge.

Therefore a good starting point for us will be to always acknowledge what the AI’s purpose and function will be in our workflow. If it’s a gimmick - own it like Ryan Reynolds... If it can fundamentally prove its use in a beneficial way to an industry, share it. How that is regulated and distributed time will tell, but I know most businesses out there won’t be missing the opportunity to experiment with this new tech.

At indigo 24 we can’t afford not to have final human sign off on our storytelling, and that’s the best part, so why wouldn’t we want to maintain that connection between us and the viewer? Which I why I've taken the time to supplant my face onto the head of Ryan Reynolds on the body of wrestler Aaron Reed. You're welcome.

Written by Mike