Tom May is an award-winning journalist and editor specialising in design, photography and technology. Author of the Amazon #1 bestseller Great TED Talks: Creativity, published by Pavilion Books, Tom was previously editor of Professional Photography magazine, associate editor at Creative Bloq, and deputy editor at net magazine.
, and explored the ways new artificial intelligence technologies were transforming the industry. And things have moved on considerably since then. , Open AI and others have embedded AI more tightly into everyday computing. Now, whether you're typing in a search query into Google or using the Finder on your Windows PC, AI is there, waving at you., too, is bringing more and more AI tools into its software.
Image generated by ustwo in Midjourney using the prompt: 'Wide shot of electric blue sphere balanced on the tip of a minimalistic brushed steel tetrahedron, on bold yellow and white geometric pattern, with blue and bright peach lighting, shot 4K minimalistic white infinity studio'For example, on one project a client brought the studio images that represented a series of immersive worlds. Mother Design then used image-to-video AI generators to bring these worlds to life as videos.
"Currently, we’re seeing best results when combining different AI tools for areas of the design process like tone of voice, art direction, synthesising research or user trends," she adds."Some of these tools include ChatGPT 4 into Grammarly, for tone of voice; Chat GPT4, for journey development and user trends,For many agencies, AI isn't just useful for client work.
Building digital products is never a solo endeavour, so anything that helps us all exchange ideas more fluidly is a great thingAnd the beauty of AI is that the team can ‘stitch’ different algorithms together – creating incremental value."So, for example we can also take the attributes and qualities of an audience persona and connect it to another Generative AI engine which compares the persona with a behaviourial science ‘cheat sheet’.
"For instance, with image-to-video generators, we've found it very difficult to control the output of the generators, as new objects can randomly appear or become deformed, making it unreliable for anything other than ideation, unless you lean into these mistakes as an aesthetic. Image created by usTwo using Midjourney with the prompt: 'Close-up of a human finger touching a robot finger rendered in a chrome texture against a white background with an iridescent glow'."We liked that the AI got it wrong here and gave six fingers," says Helen."It provided fodder to talk about missteps and where we are in the journey towards accuracy.
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