What about AI?
AI is no longer a buzzword. AI Artificial IntelligenceAI is here, and it's here to stay, we can now say. Enough reason for us to consider with the team whether and how we want to use AI . What do we see happening in our industry? In what areas is it relevant and applicable to us and our clients? We take you through our vision of AI and inspire you with the possibilities.
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We inspire
Forming a vision goes beyond desktop research and meetings. At AlienTrick , we want to form a clear, sharp vision for AI with the whole team. And we do that by inspiring. During our "What about AI?" inspiration session at the end of September this year, we discussed with the team the movements in our industry and the challenges & regulations surrounding AI . For example, there are proponents and opponents of AI within different applications.
Opponents are often anxious about possible changes that cannot be foreseen and on the other hand, proponents are curious and pioneering. But what exactly can you do with AI? To this end, we invited a number of interesting speakers who could tell us more about their experiences within online marketing and content creation: SEO consultant Roy Huiskes, Art Director Elroy Klee, photographer Jeroen Nieuwhuis and director and designer Rogier Hendriks. An interactive session with many new perspectives, working methods, statements, inspiring visuals and plenty of room for discussion.
New adaptations
Within online marketing, AI is by no means a new concept, according to Roy Huiskes. Google has long been using AI, but within the SEO community there are proponents and opponents. Roy argues that AI is only a tool in the case of SEO, not a solution. He has his reservations, but it is Google's main focus, tools continue to improve and many people will use them regularly. Want to use AI to improve your website's SEO? Google encourages you, as long as your website makes it clear who the content is for and why.
Processes and operations are becoming more efficient, but we are far from there. Developments constantly demand new adaptations. In this regard, Google's ambitions are high. Keep an eye on Google & Google Bard especially, because as a user of this search engine, things will only be made easier for you in the near future.
"Garbage in, is garbage out"
Roy Huiskes, SEO consultant
Content creation next level
The pope in a padded coat, beautiful landscape photos with a campfire in a tent(?!), hands with 8 fingers: content creation through AI does not always yield realistic results, but developments are moving fast, very fast. The prompt - a textual instruction for a AI tool to carry out a task - which last year produced an amateurish image, is currently generating a cinematic image that will impress you for a while. Does this mean that just anyone can deploy a tool like Midjourney and get the best results out of it? Certainly not.
Of course it is important to master writing good, clear prompts, but when you lack a vision, you also don't know what you want to get out of them. You can put a lot of time into developing the right prompt, but it takes a creative, strategic or even artistic eye and vision to determine whether the result is in line with the initial goals. Therefore, we see a future mostly with AI within our profession, when it fits. It will not replace our work, nor is it suitable for every brand or company, but we have added a digital sparring partner, pushing the boundaries a little further.
Within content creation, we distinguish two directions: generative content & disruptive content. If there is already a clear vision and what the result may look like, then we speak of generative content. This is a clear artistic approach, where you want to have control over the content. And that takes time, a lot of time. With disruptive content, you allow yourself to be inspired by the result. Here it is important to let go of expectations and, above all, be open to new insights, because control is lost. When brainstorming a new concept, this is how you get a cool, new angle.
Elroy, Jeroen & Rogier took us through their AI-journey of late. At least we agree: AI is never going away. Divergent approaches & disciplines, but the results are inspiring. And right now we're talking mostly about images. The results in the field of video, as we see with Runway, are qualitatively not yet where it should be, but if we have learned one thing is that this could look very different in a year. Curious to see what Elroy, Jeroen & Rogier are creating using AI? Follow them on Instagram!
We are excited and will continue to continually explore developments within platforms like Midjourney to challenge our own creativity as well. So it doesn't stop here for us: with our AlienTrick AI working group we will organize meetings & hackathons to keep inspiring each other. In 2024 another AI workshop & inspiration session is planned to discuss where we and AI are at that moment compared to now. Plenty of plans!
Are you open to what perspective AI can provide on your brand or business?
Let us know! We'd love to inspire you.
A matter of control?
Is AI a matter of control? No, it isn't. Is it an opportunity to inspire you and deepen your creativity? It absolutely is. The results you can generate in terms of content creation are amazing. To achieve the highest possible quality, you can keep repeating and improving, which is incredibly cool, but also time-consuming. If you want to have full influence on the emotional depth, interact with your models for the right facial expressions and be able to adjust just a little bit for the best light to achieve the intended quality or objective, then an "old-fashioned" shoot or Photoshop is still the way to go. But the possibilities of AI go beyond what we can currently imagine, so we remain excited and will continue to explore the possibilities with a dedicated team. Because one thing is certain as far as we (and Harvard Business School Professor Karim Lakhani) are concerned: "AI Won't Replace Humans - But Humans With AI Will Replace Humans Without AI"
