This super interesting thread I read perfectly sums up the current state of the creative capabilities of AI tools in terms of generating ideas.
This man gives a brief to ChatGPT and asks him to present him a creative concept for a campaign for Porsche, to compare it to a winning idea conceived by a human mind. This is the result:
Let's go back a month to the "Paris On Air" event where Nike presented its plans for the Paris 2024 Olympics with a great show to remind everyone who the true pioneer brand in the world of sneakers and sports innovation is.
Nike brought 40 athletes, including the tennis player Serena Williams, the sprinter Sha'Carri Richardson and marathon runner Eliud Kipchoge, to show off their Olympic uniforms. It showcased 13 AI-generated sneaker designs co-created with athletes including footballer Kylian Mbappé, the goal being to demonstrate “the power of Nike” to the world, says Heidi O'Neill, Nike's president of consumer, product and brand.
In this post instead there are some words from Nike's chief innovation officer John Hoke on the A.I.R. prototype designs.
Patagonia's commitment to the planet is always considerable and the campaigns are so original as to position the brand completely on the opposite side of fast-fashion. Their new campaign excellently promotes their sustainability philosophy on clothing.
To conclude this short post on the interactions between human and artificial intelligence creativity I can tell my experience with the use of AI tools is limited to ChatGPT and Adobe Firefly for now, it is certainly a way to speed up some operations and to give that start-up that some projects require, without great initial effort on our part, what is certain is that nothing can be left in the hands of AI. It has helped me on some occasions to expand research and to get closer to a concept, but there has always been the need to define the concept with human sensitivity, especially because a human being is the ultimate user of the product that we are creating.
There is no doubt about the advancement of technologies and we are all interested in what the future holds for us, for now it is excellent coexistence and support in work which "fortunately" still requires our creative thinking.
Until next time!
Fabio
