What about AI?
AI is now no longer a buzzword. AI, Artificial Intelligence, artificial intelligence, in whatever form: it is already an integral part of our daily lives. AI is here, and it's here to stay, we can say by now. Enough reason for us to think together with the team about 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 in late September this year, we discussed the movements in our industry and the challenges & regulations surrounding AI with the team. 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? 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 in the case of SEO, AI is only a tool, 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 work are becoming more efficient, but we are far from there. Developments constantly demand new adaptations. Thereby, Google's ambitions are high. Keep an eye on Google & Google Bard, 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 an AI tool to perform a task - that 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? Definitely not.
Of course it's 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 matches the initial goals. We therefore see a future with AI within our profession above all, when it fits. It will not replace our work and not every brand or company is suitable for this technique, but we have gained 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 about 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 will be at that moment compared to now. So plenty of plans!
Are you open to what perspective AI can bring to your brand or business?
Let us know! We would 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 move a light just a bit for the best lighting 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 further 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."
