It’s no news that the evolution of artificial intelligence (AI) has drastically impacted almost every industry in the world today. From arts and entertainment, to finance and insurance, the workforce as we know it has been forever modernized by the technological advancements of society. With that being said, it should come as no surprise that the marketing industry, which has, in itself, progressed to an almost fully digital landscape, has naturally undertaken the use of many of these new AI technologies.
Today, digital marketing relies heavily on individual data to determine how and where to reach the right target audience. Have you ever been searching for a product on the internet, and then noticed that ads for that product and those similar to it appear on your social media platforms? It’s not a coincidence. In fact, it’s quite the opposite. Machine learning algorithms are designed to display digital advertisements based on individual data uniquely. These algorithms have proven to be very useful and effective in this manner by creating more personalized ads to cater to those who could benefit from them. Furthermore, this method also serves as a more affordable marketing practice for businesses by limiting spending costs to a much narrower audience.
Okay, so now that the benefits of AI in the digital marketing industry have been laid out, it’s important to think about how other features of marketing, specifically the creative design features, have and will continue to be affected by AI in the future.
Generative AI platforms, such as Dalle- 2, Lensa AI, and Stable Diffusion have made it possible for people in all sorts of professions to create images and designs from scratch, without using human artists. While there certainly are benefits to this technique, two of which being that it’s both timely and cost-effective, it can be argued that it alleviates the “human touch” component of art that is critical for those with creative careers that advertisers relied upon in recent years.
How will these platforms affect the digital art and design industry, now that they’ve proven to serve as cheap and reliable solutions? It really could be too soon to tell. However, one characteristic of some generative AI is that they rely upon already existing human artwork displayed on the internet to create images. With this in mind, it can be argued that the platforms would cease to operate without pre-existing human work. Is generative AI simply stealing work from artists and, in return, escalating an end to their careers? Or, is there a way for these artists to continue to thrive in the industry alongside generative AI?
A reasonable estimation could be that instead of AI platforms fully replacing digital designers, digital designers could, in fact, use AI to their advantage. While generative AI platforms have proven to be articulate, that doesn’t mean that their results don’t often come with errors that only the human eye could be able to identify. So, it can be assumed that the work of artists cannot be forgotten, as human passion and expertise for art will always be an aspect of the craft that AI will never be able to fully understand.
Ryan Preston
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