AI X CREATIVE:
HOW GENERATIVE ARTIFICIAL
INTELLIGENCE CAN SUPPORT
CREATIVITY
Original: Girl with a Pearl Earring
by Johannes Vermeer
Outpainting: August Kamp × DALL·E
AI waits for no one. In fact, it’s wrong to say the
bots are coming. Because they’re already here.
Social feeds are being taken over by an influx of AI art. Whether it’s futuristic
Gaudí-inspired architecture by self-anointed AI artists or Lensa’s profile-ready
‘magic avatar’ selfies that every friend of a friend seems to be uploading, there
is a growing movement of new wave pioneers, expanding the canvas of
our imagination.
But it’s not just images that are getting the robot redo. The release of ChatGPT by
OpenAI caused a meltdown on Twitter, sparking fascinating text-driven experiments
from the absurdly entertaining – getting AI to write raps a la Drake – to the downright
frightening. ‘What a time to be alive’ will surely be uttered next to watercoolers
around the world.
As more businesses and organisations explore the vast potential of AI-powered
creations, those early adopters with the knowledge to create it will be at an
advantage. On the following pages, we’ll look at how viable a tool AI can be for
creativity – when harnessed effectively. We’ll explore the a few of the systems at
our disposal, weighing up pros and pitfalls, and summarising how they can
integrate into the creative process. If you finish reading this with a newfound
sense of wonder, then that is job done.
DALL-E / 2
OpenAI’s own image-generating deep-learning AI system
that turns text prompts into realistic images and art.
Launched in Jan 2021. It can combine concepts, attributes
and styles e.g. text description = Noun/item/object/person
> verb/action > style
• Very simple to use and accessible
• The results can be highly creative and unique, with new
expansive compositions.
• You can make basic edits to existing images using a natural
language caption with a feature called ‘in painting’, where
you can add and remove elements while taking shadows,
reflections, and textures into account.
• Create variations on a theme, inspired by an original source.
PROS
• The system doesn’t always produce realistic images
and it can be difficult to control and refine the output.
• There are gaps in its training, sometimes due to incorrectly
labelled images around the web.
CONS
• Generates a lot of ideas and inspiration very quickly
• Good starting point to then refine as needed by
a human
• The results can be very realistic and can be fine-tuned
to some extent.
PROS
• May not always produce coherent or meaningful text.
Won’t produce final copy without editing.
• Facts can be incorrect. Needs to be checked
• The tone of voice can sound quite hollow
• The content is just so boring. There is a lack of any sort
of relatable tone.
• Needs context, specific parameters to deliver the
best results
CONS
GENERATIVE PRE-TRAINED TRANSFORMER 3
GPT-3 is a language model that has been fine-tuned to
generate chatbot-like text in a variety of styles, including
poetry and fiction. It can be used as a tool for copywriting by
inputting prompts, giving it a topic and a style.
CHATGPT
ChatGPT is a variant of the GPT (Generative
Pre-trained Transformer) language model
that has been fine-tuned for chatbot-like
text generation.
HERE ARE A FEW TIPS:
Start with a clear prompt: Before using ChatGPT,
have a clear idea of what you want it to write
about. This can be a specific topic, a type of
content (such as an email or social media post),
or a specific tone or style.
Edit and proofread the output: As with any
automated tool, it is important to carefully
review the text generated by ChatGPT to ensure
that it is accurate, coherent, and appropriate
for your intended audience.
Use it as a starting point: ChatGPT can be a
useful tool for generating ideas and inspiration,
but it is highly unlikely to produce final copy that
is ready to use without further editing. Consider
using the output as a starting point and then
refining and polishing the text as needed.
Can you write a one-minute
rap in the style of Saweetie about
Candy Crush?
Uh-huh, you know who it is, ChatGPT baby
Got that Candy Crush on lock, okay
Got my phone in my hand, I’m ready to play
All the candies lining up gonna crush em today
Can you give Mona Lisa
a mohawke?
It can’t replace a photographer or artist.
But it is something of a creative shortcut
VISUALISATION
WITH MIDJOURNEY
Midjourney is a powerful art generator that can produce
unique reference images that are usually much better
than the average stock library. This can be great for
moodboarding. It’d be trickier for storyboarding where
you’re referencing specific types of angles, framing and
composition – though not impossible. Of course, it can’t
replace a photographer or artist. But it is something of a
creative shortcut. The question is how much should we
cut corners?
The concept is still conceived by the ‘AI artist’. There still
needs to be an idea in the prompt, conceived by a human,
rooted in words. The tool in and of itself, can’t replace the
creative thinking that goes into it. Undoubtedly, it’s great for
creative exploration from multiple angles and considering
a wider range of possibilities, in turn, stimulating your
imagination and sparking new ideas.
The section on the left was entirely
written by ChatGPT. Verbatim! 🤯
Could you tell?
CONTENT GENERATION WITH CHATGPT
ChatGPT is a powerful tool for copywriters because it uses cutting-edge
natural language processing technology to help generate creative and
engaging content. With ChatGPT, copywriters can quickly and easily
generate ideas and concepts, and can even use the tool to write entire
pieces of content.
One of the key features of ChatGPT is its ability
to understand and respond to natural language
inputs. This means that copywriters can simply
type or speak their ideas and concepts into the
tool, and ChatGPT will generate relevant and
appropriate responses. This can save copywriters
a lot of time and effort, and can help to spark new
ideas and approaches that they might not have
considered otherwise.
Another advantage of ChatGPT for copywriters
is its ability to learn and adapt. As the tool is
used, it builds a model of the writer’s style and
preferences, and can generate content that is
tailored to their unique voice and tone. This can
help to ensure that the content produced by
ChatGPT is consistent with the writer’s brand
and messaging, and can help to create a more
cohesive and compelling narrative.
In addition to these benefits, ChatGPT is also
highly customizable, allowing copywriters to
fine-tune the tool to meet their specific needs
and requirements. With a range of settings
and options, copywriters can adjust the tool to
generate content that is appropriate for their
intended audience and purpose. This can help to
ensure that the content produced by ChatGPT is
engaging and effective, and can help to maximize
the impact of the writer’s message.
Overall, ChatGPT is a valuable tool for copywriters
because it uses natural language processing
technology to generate creative and engaging
content. With its ability to understand and
respond to natural language inputs, learn and
adapt, and be customized to the writer’s needs,
ChatGPT can save time and effort, spark new
ideas, and create content that is consistent with
the writer’s brand and messaging.
5 SUMMARISING THOUGHTS
CONTRIBUTORS:
GEOFF CHANG
Senior Creative Copywriter
NATASHA BARNDEN
Senior Creative
The best thing is you don’t have to be Steve Jobs.
The cornerstone of OpenAI’s mission is democratise
these creative skills. Where Photoshop was a
barrier to entry for the world of design and visual
concepting, Midjourney is making it accessible.
Equally, ChatGPT is unlocking the world of content
creation for many. Yet no matter how many
self-confessed AI whisperers you spot on LinkedIn,
remember, AI is only as good as the human
directing it.
Overall, used in the right way and at the right time it will
speed up content production. This could improve the
service we can offer clients ¬– in theory. Might we dare
to achieve the impossible, and hit the bullseye of the
project management Venn diagram?
IT WILL SAVE YOU TIME
AI is only as good as the data it’s built on. This means, it very
much thinks inside a tightly framed box. Answers to queries
on ChatGPT tend to err on the generic side. Left untouched,
and it’s likely to sound a touch… robotic. Hollow. Clunky. You’re
hardly going to get a disruptive ‘Lemon’ headline anytime soon.
Equally, AI visualisation is great at applying different overarching
aesthetics to a visual idea. However, it will struggle to get
something super precise and detailed.
PEOPLE CAN SMELL THE BOTS 2
It will mean creative specialists can become jack-of-all-
trade generalists. Yet there could be a role in the future
for those who master how to manipulate AI down to
narrow, specific results. Someone who knows how to
iterate. Fast. How does AI Whisperer sound?
YOU DON’T HAVE TO BE AN EXPERT
Harness it in the right way, and AI can be your companion
for unlocking further creativity, arriving at your end solution
in faster and fewer steps. It opens up multiple avenues of
thinking at the early stage of a project, allowing you to consider
a wider set of possibilities. It’s therefore great at tickling your
imagination and inspiring ideas quicker. View this innovation as
a tool. And tools this powerful are nothing without control.
IT’S A CATALYST FOR CREATIVITY, NOT A SUBSTITUTE
The more your fine tune and the more you teach it, the
better the results. Don’t become reliant on it. Check your
QC. Fact check. Because there will be mistakes. You will
invariably need to add some human magic. You can’t
polish a turd. But you should ALWAYS polish AI outputs.
Maybe it should be known as artificially intelligent.
AI – ALWAYS INCORRECT?
AI-generated content
is only as good as the
human directing it.
Would you like to chat about how AI might aid or hinder your
objectives? Get in touch via hello@eightandfour.com so we can
help you navigate this rapidly changing context.