AI has been the hot topic in our team meetings over the past few months, with the Skout 团队讨论其使用的利弊. From using it to assist with desk research and providing inspiration for headlines through to transcribing interviews to help remove the need for extensive notetaking. 它的另一面, 然而, 是否引发了围绕其缺乏创造力的讨论, 信息的准确性, 当然, its unpredictability; will there be an AI doomsday? (希望不会!)
One area of AI that has sparked my curiosity, is its ability to create imagery. Within the world of marketing, images can speak louder than words – they help tell the story. Whether that’s selecting visuals to represent your brand identity, 选择最完美的图片来配博客, or using an image that will connect with your audience on an emotional level. 意象的力量不应被低估. 然而,, 我相信你会同意的, 作为营销人员 we can often go down rabbit holes to find the most suitable image to tell the story.
良好的
就我个人而言, I’ve lost many hours of my life searching through reams of stock images only to choose one that doesn’t quite meet my expectations. Whilst the alternative is to brief a designer or photographer, you might need to save your time and budget for bigger content assets. Instead, creating imagery through an AI generator could be a solution to your image woes. 如果你还没有探索过像Bing Image Creator这样的平台, Midjourney, DALL-E, 或者Jasper Art(有很多), 我建议你去找点乐子. In a nutshell, you can input your image specifications into the generator and ‘wallah’, out it comes. 例如, let’s say I needed an image of a female PR professional with ginger hair writing a 博客 on her laptop, 像必应这样的平台会产生这样的结果……
这两个 B2B和B2C品牌 一直在试验人工智能图像吗. Heinz launched its first-ever ad campaign with visuals generated entirely from AI. 源于一个简单的想法, consumers were urged to share AI image prompts for ketchup-based imagery, with the best creations appearing in social media posts and print ads. Another clever example is the AI powered ‘shoe mirror’ that has been designed to turn vacant shop fronts into interactive, 创收广告. Here’s how it works: The shoe mirror analyses the clothing of passersby and finds shoes to match their outfits using augmented reality.
坏
全球生成式人工智能市场正在快速增长 预测 达到126美元.5 billion by 2031 –AI imagery is just one of the many areas driving this growth. Whilst it definitely has its perks; speed and efficiency, 无限的变化, accessibility; the reality is 它还在起步阶段. AI art often gets a poor reputation for lacking emotional depth and meaning as AI is trained based on algorithms and machine learning rather personal experience or feeling. 此外，人工智能生成的图像……嗯，有点奇怪. Most have a distinctive look, one that looks not quite real and not quite fake. A 博客 aptly titled ‘Why AI-Generated images look like the stuff of nightmares’ stated that AI images are less like paintings and more like funhouse mirrors. Referring to the images by Deep Dream Generator, the 博客 highlights:
“许多人认为电脑的想象力, 如果你能这么说的话, 是精确的, 文字, 甚至可能有点无聊. We were not expecting to see such vivid hallucinations and organic-seeming shapes… The reason some of these images look so frightening is the same reason they are not in reality — these models don’t actually “know” anything, 至少不是我们使用这个词的方式.”
不要让我开始说人工智能生成的手! Whilst some generators do have the capability to create ‘realistic’ images of humans, 当涉及到我们的手时，他们经常会绊倒. 从添加过多的手指到将手指变形在一起, AI isn’t trained to generate hands as they are less visible in source images. Just do a quick Google search for ‘AI hands fail’ and you will see what I mean.
丑陋的
AI-generated imagery might create new opportunities for marketers but how ethical is it to use? Firstly, there are questions surrounding who should be credited with creating the artwork. 是创造算法的艺术家还是机器本身? 这是一个有争议的复杂问题, especially when you consider the terms and conditions of the platform used to generate the image, 人工输入, 以及人工智能创造的事实. 其次, there is a potential for bias as AI algorithms are only as good as the data they are trained on. This could potentially open the door for stereotyping and discrimination. Finally, will it threaten the job roles of artists, photographers, animators, and designers? Some professionals say ‘no’ and consider AI as a starting point as the ideas will still be developed by the artist themselves. 然而一篇文章 《全球最大的博彩平台》 suggests that work will be shifted to non-artists using powerful AI-based tools capable of generating hundreds of images in every style imaginable in minutes.
AI image generation has both its good and bad sides and there are more complex considerations surrounding ethics that need further discussion. 但是现在, 作为营销人员, we should continue to integrate new technology into our campaigns, 尤其是如果他们能让他们变得更强大. And what does the future of AI image generation in marketing look like? 我问Chat GPT，它说"有希望".
