Generative AI - Discover & learn
Generative AI is growing at a rapid pace, and we are ready for it. While AI can be used in many ways, such as for process optimization, customer service and data analytics, our focus is entirely on the creative power of generative AI.
It is capable of creating new, original content based on existing data and using algorithms and Machine Learning models. It opens the door to endless possibilities for both businesses and consumers and can range from text and images to music and videos. To stay up-to-date on the effects on our target audiences, we have established an AI working group. We would like to take you through our findings and vision, and inspire you with the ways in which generative AI can enhance the work of a full service agency in the creative processes.
Generative AI New perspectives Discovery Full service agency Generative AI New perspectives Discovery Full service agency Generative AI New perspectives Discovery Full service agency \ Generative AI New perspectives Discovery Full service agency
Previously, we took you through our take on AI and asked ourselves the questions: what is happening in our industry? Where can we and our customers leverage AI ? And where do we stand on this at all? One thing was clear:
AI is here to stay and it is necessary to keep discovering & learning to inspire ourselves and our customers.
We have therefore established an AI working group specifically to investigate the effects of generative AI for our target audiences in terms of creativity. As a full service agency, we offer a wide range of services, from strategy & branding to design, video & animation, and web development. The goal of the AI working group is to understand the opportunities that generative AI presents for our clients and how we can leverage this technology to improve our services and continue to inspire our clients.
Creative processes & practical applications
Generative AI has the potential to accelerate creative processes, for example by generating design proposals, creating texts or supporting video and animation concepts. But we are also looking at practical application within our services: for example, how can AI improve efficiency in web development or enrich interaction with target audiences on social media?
Our AI working group went exploring and found our neighbors FONS used as an example. Our goal was to use artificial intelligenceAI) in innovative ways to promote both efficiency and creativity. In several advanced programs, we started "prompting. This is the term used for the detailed description the AI needs to generate an image or create text that you have in mind. The more specific you are in your prompt, the more guidance you can give to the desired result.
FONS: The AI Project
Strategy & Branding
A strong strategy and branding are essential for any business. The brief for ChatGPT was therefore clear: "Develop a strategy and corporate identity for architecture firm FONS." We provided the necessary context and additionally requested the following output:
- An appropriate archetype for FONS
- Five colors that fit well with both the archetype and an architectural firm
- Two applicable Google Fonts for web design and online campaigns
After a few follow-up questions, it was remarkable how well ChatGPT, based on a description of the company, was able to find the right colors. The result turned out to be surprisingly close to FONS' original corporate identity.
Social media
We also wanted to develop four sections for social media that appealed to FONS' target audience. ChatGPT helped us with this by providing ideas for unique headings with short content descriptions. We also asked for a one-month content calendar with at least one post per week for FONS' various social media channels. ChatGPT then came up with four strong and unique headings. Each idea had a clear focus and a strong content description. Although ChatGPT provided valuable textual ideas, you still ultimately had to turn them into your own format.
To develop unique images, we used Midjourney. This allows you to generate images, and our goal was to create a consistent mood. We experimented with repeating prompts, specific camera settings, filters and lighting to create the right look.
Online marketing
For the online campaign images, we Creatopy deployed. We explored how to efficiently switch between different designs and formats. Creatopy offers a quick way to format one image in multiple formats. Yet a critical eye is still important, because the human touch is still needed to get the layout really right.
Wireframe & Sitemap
Finally, we got to work on the website. We used Relume to develop a new sitemap and wireframe aligned with a description of FONS. We used the following prompt:
"FONS is a company that specializes in designing, planning and realizing dream homes and office buildings. They offer all the services needed, from design to construction, installation and even interior design and landscaping."
Using ChatGPT, we created a detailed prompt and added information from the FONS website. This resulted in a wireframe and sitemap that fit well with our ideas. Later, we supplemented the wireframe with ChatGPT's own images and corporate identity choices.
We can conclude that Relume provides a convenient start for creating a wireframe and a sitemap. With a good prompt and a few actions, you can create a solid foundation fairly quickly.
"Our goal? To use AI in an innovative way, for both efficiency and creativity."
- Raymond van Cleef, Strategy Director
Did we achieve this goal, and what did the research bring us?
A clear vision: in the future we cannot do without AI and from the creative process we definitely see it as an added value. The tools are not yet so advanced that we can always use it, but it gives an insight into what the future will bring us. It's not just for the technical audiences anymore, it's for everyone and therefore all of our audiences.
Generative AI does not take over our work, it can actually help us with just that little bit of extra creativity in a concept, from which the client ultimately benefits. We are enthusiastic about using it and always consult with the client if we can use it for their project. AI is a gamechanger, and we are ready.
Are you open to what perspective AI can provide on your brand or business?
Let us know! We'd love to inspire you.
Learnings in practice
The tests shown above give an idea of how AI can help you in the concept phase, and sometimes beyond. All outcomes generated always need to be worked out further. Unfortunately, it is an illusion to think that an initial outcome will immediately satisfy our needs or those of the customer. It is therefore always important to remain critical and to include the client in the process.
So the creative possibilities are endless with AI, from surreal concepts to hyper-realistic worlds. We notice that more and more customers are open to this, which allows us to put our findings into practice more and more often! For example, for Philips Professional Display Solutions (PPDS) we already created a entirely virtual hotel, we developed a key visual in celebration of our award campaign and designed a dynamic robotic octopus for ROSEN.