Artificial intelligence (AI) initially arrived with a somewhat negative narrative. After binge viewing one too many sci-fi boxsets, many believed that job-killing machines were about to make their human masters redundant and lead us towards a dystopian future where the robots rule the earth.
Many of these fears and anxiety were textbook examples of the Kubler-Ross change curve. But the reality is that we are all entering a period of exponential change. AI is already beginning to outgrow its tech buzzword status and is stepping up to provide businesses with the tangible results they have been searching for.
However, creative professionals do not need to worry about looking over their shoulders nervously at how AI capabilities will take away their jobs. AI looks set to enhance human creativity rather than replace it. Increased innovation, productivity, and employment opportunities are much more likely as widespread technological change looks set to disrupt multiple industries.
Ironically technologies such as AI will speed up or automate the mind-numbing and repetitive tasks that designers despise. Businesses are increasingly chasing the dream of real-time personalization to meet the rising expectations of the customers. But, creatives do not have the luxury of time to any more plates, and something needs to change to achieve these new objectives.
AI is naturally suited to the role of a creative assistant that eases the load by removing the tedious work that designers endure each day. By automating the boring stuff, it is hoped it will free up more time to be genuinely creative again. Agencies that leverage these latest technologies will also enable their clients to lead the way in their industry too by providing unique experiences to their customers.
The State of Creativity in Business
According to Adobe’s state of creativity in business survey, 69 percent of creatives believe that automation technologies like AI and machine learning will dramatically increase over the next five years. With 60 percent creating more content year on year and 38 percent getting bogged down with obtaining approvals than three to five years ago, there is an increasing demand for streamlined processes to boost the productivity of time-strapped teams.
We are also witnessing new tools such as using eye-tracking technology to improve the marketing and design elements of websites. By tracking visitors’ eyes on a website in a test environment, it becomes much easier to evaluate the usability of a website. But companies like EyeQuant are taking it a step further by also training AI to predict what kind of ads or content catch people’s eyes with 85% accuracy.
How Netflix Manages Two Million Images
Netflix is often an overused example of how we can access content seamlessly across a myriad of devices. It also uses technology to suggest titles that we might enjoy based around our viewing habits. But, have you ever stopped to think about the two million images that play a very prominent role in helping you choose your next binge-worthy boxset?
The video streaming behemoth is already leveraging augmented intelligence systems to translate artwork personalization and localization of show banners automatically. The design process is much more efficient for designers who can check images and approve or reject where manually adjust where necessary which results in a massive time-saver and enables them to complete projects much quicker.
These are just a few examples of how technologies such as AI are elevating creativity shifting human innovation into overdrive. There is increasing evidence to suggest that there is no battle between humans and machines because the reality is they both work better when they team up together.
The Future of Graphic Design That Benefits Everyone
The future of graphic design will involve designers working alongside smart systems. A form of hybrid decision-making that leverages the strengths of both humans and machines will ensure that graphic design will deliver unprecedented results through technological amplification.
Rather than continuing with the struggle of too many deadlines and demands, early adopting agencies will turn to technologies such as AI to take the strain. As a result, they will be able to increase their productivity and still invest time in exploring creativity and reflect on what does and what doesn’t work.
As for designers, they are traditionally curious by nature and have an insatiable desire to try new tools, technologies, and methods. This is how they ensure their creativity evolves with the needs and requirements of their clients.
However, the biggest winner of all are businesses that turn to digital agencies to stand out from the crowd. Clients will gain access to the best of both worlds with designers who have both the creative flair and the technology to bring their vision to life.
Innovative design agencies that embrace these emerging technologies will deliver greater efficiency, innovation, and creativity. But, in the end, AI will transform the experience of everyone involved in the graphic design process.
Are there any aspects of AI and how it will impact the creative process that excites you? Whether you are a brand, individual or graphic designer, we would love to hear your thoughts, predictions, and insights.
