Artificial intelligence (AI) has quickly become an indispensable tool in the creative industry, both in the private and business sectors. Its rapid development means that AI is already integrated into many creative professions today and is changing them permanently. But what opportunities does the new technology bring for the various creative fields? What challenges does it pose and how can we deal with them? These questions will be answered in our blog post.
The market is currently dominated by weak AI systems that specialize in certain tasks, such as image or text creation. Strong AI that would be equal to human intelligence is still only a vision. For creative professionals, the focus is therefore clearly on weak AI, which is already enabling immense progress. Every AI model is based on the processing of input in order to deliver a specific output. Models such as Generative Adversarial Networks (GANs) and diffusion models play a central role in image generation.
GANs consist of two neural networks: a generator, which attempts to create realistic images, and a discriminator, which checks whether the images generated are real or artificial. This competition leads to constantly better results. Diffusion models reconstruct images step by step from noise, which is particularly suitable for highly detailed images. Text-generating AI systems, such as large language models (LLMs), on the other hand, are based on huge data sets and neural networks that enable them to create, analyze, translate and rewrite texts. They are trained to understand and imitate language patterns.
AI is a source of inspiration for most creatives. Tools such as Runway ML for videos or Heygen for digital avatars show how AI can be used to visualize ideas and concepts. Text-generating AI systems can also deliver tailored content for campaigns and projects by adapting language styles. In this context, “prompting” – formulating instructions to the AI – is a new key skill in creative work. Creatives will have to learn how to formulate precise instructions in order to achieve the desired results.
However, the results can fluctuate and require corrections. There are now specialized professions that deal exclusively with the optimization of prompts. AI is also already playing a major role in music and sound design. Tools such as Mubert and Suno generate music in a wide variety of genres and offer new creative approaches. Synthetic voices can not only set texts to music, but also improve the quality of audio content such as podcasts.
Collaboration with AI therefore offers many opportunities: increased productivity, economic benefits and new creative impetus. At the same time, however, there are also challenges: In particular, the fear of job losses and the danger of relying too heavily on technology. This is where humans are required to provide creative impetus, while AI merely acts as a supporting tool. In addition, copyright remains one of the biggest challenges with AI-generated content. It is often unclear who owns the rights to the works created: the person who trains the AI, the user who formulates the prompts, or even the AI itself? In many countries, there is no copyright protection for works that were created entirely without human intervention. The terms of use of many AI platforms such as Adobe Firefly or Runway ML also often regulate the rights to the generated content in favor of the providers.
AI brings undeniable potential, but also challenges in creative work. Technology will continue to develop and play an even more important role – but humans must continue to provide the ideas and set the direction. Creative professionals must therefore learn to use AI as a supplement without neglecting their own creativity.
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Sources:
- Habermehl, Jenny. KI für Kreative – Künstliche Intelligenz für Grafik und Design nutzen. 1. Aufl. Bonn: Rheinwerk Verlag, 2024.
- Seminar “Mediengestaltung mit KI”, Anbieter: 121WATT GmbH, Seminarleitung: Michael Praetorius