Justin Matthews, Daniel Fastnedge, Angelique Nairn
{"title":"广告活动的未来:人工智能生成图像在广告创意中的作用","authors":"Justin Matthews, Daniel Fastnedge, Angelique Nairn","doi":"10.1386/jpm_00003_1","DOIUrl":null,"url":null,"abstract":"Computational creativity is a growing component of new artificial intelligence (AI) technologies that allow a machine to render creative constructs such as music, text and images. A rapidly growing area of computational creativity is AI text-to-image engines capable of producing realistic imagery that can now meet the standard of human quality outputs. DALL-E 2, built by OpenAI, is a leader in the field and offers commercial access to AI-produced images. To understand the impact of engines such as DALL-E 2 on advertising agencies and their creative workflows, we conducted a series of focus groups with Aotearoa, New Zealand-based advertising agencies exploring creative practitioners’ considerations on the capability of the DALL-E 2 text-to-image technology. An existing Volkswagen advertising campaign called ‘Small but Ferocious’ that used ‘blended’ animals as a visual metaphor for their economical yet powerful ‘TSI’ engines was expanded in a ‘faux’ continuation of the campaign. Four new images produced by DALL-E 2 were presented to creatives attending the focus groups. Participants were then asked about these new creative-AI assets concerning image quality, creative production and collaborative models. A thematic analysis of the comments from the focus groups was conducted and elicited three themes: aesthetics, creative practice and human vs. machine. Participants’ responses revealed that they were both excited and concerned about DALL-E 2’s capability in image production, its effect on creative workflows and the role of the human vs. machine in generating creative outputs. The result was a clear sense of inevitability for how creative roles will change as computational creativity systems, such as DALL-E 2, advance and are adopted into agency workflows.","PeriodicalId":409937,"journal":{"name":"Journal of Pervasive Media","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2023-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The future of advertising campaigns: The role of AI-generated images in advertising creative\",\"authors\":\"Justin Matthews, Daniel Fastnedge, Angelique Nairn\",\"doi\":\"10.1386/jpm_00003_1\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Computational creativity is a growing component of new artificial intelligence (AI) technologies that allow a machine to render creative constructs such as music, text and images. A rapidly growing area of computational creativity is AI text-to-image engines capable of producing realistic imagery that can now meet the standard of human quality outputs. DALL-E 2, built by OpenAI, is a leader in the field and offers commercial access to AI-produced images. To understand the impact of engines such as DALL-E 2 on advertising agencies and their creative workflows, we conducted a series of focus groups with Aotearoa, New Zealand-based advertising agencies exploring creative practitioners’ considerations on the capability of the DALL-E 2 text-to-image technology. An existing Volkswagen advertising campaign called ‘Small but Ferocious’ that used ‘blended’ animals as a visual metaphor for their economical yet powerful ‘TSI’ engines was expanded in a ‘faux’ continuation of the campaign. Four new images produced by DALL-E 2 were presented to creatives attending the focus groups. Participants were then asked about these new creative-AI assets concerning image quality, creative production and collaborative models. A thematic analysis of the comments from the focus groups was conducted and elicited three themes: aesthetics, creative practice and human vs. machine. Participants’ responses revealed that they were both excited and concerned about DALL-E 2’s capability in image production, its effect on creative workflows and the role of the human vs. machine in generating creative outputs. The result was a clear sense of inevitability for how creative roles will change as computational creativity systems, such as DALL-E 2, advance and are adopted into agency workflows.\",\"PeriodicalId\":409937,\"journal\":{\"name\":\"Journal of Pervasive Media\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2023-08-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Pervasive Media\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1386/jpm_00003_1\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Pervasive Media","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1386/jpm_00003_1","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
The future of advertising campaigns: The role of AI-generated images in advertising creative
Computational creativity is a growing component of new artificial intelligence (AI) technologies that allow a machine to render creative constructs such as music, text and images. A rapidly growing area of computational creativity is AI text-to-image engines capable of producing realistic imagery that can now meet the standard of human quality outputs. DALL-E 2, built by OpenAI, is a leader in the field and offers commercial access to AI-produced images. To understand the impact of engines such as DALL-E 2 on advertising agencies and their creative workflows, we conducted a series of focus groups with Aotearoa, New Zealand-based advertising agencies exploring creative practitioners’ considerations on the capability of the DALL-E 2 text-to-image technology. An existing Volkswagen advertising campaign called ‘Small but Ferocious’ that used ‘blended’ animals as a visual metaphor for their economical yet powerful ‘TSI’ engines was expanded in a ‘faux’ continuation of the campaign. Four new images produced by DALL-E 2 were presented to creatives attending the focus groups. Participants were then asked about these new creative-AI assets concerning image quality, creative production and collaborative models. A thematic analysis of the comments from the focus groups was conducted and elicited three themes: aesthetics, creative practice and human vs. machine. Participants’ responses revealed that they were both excited and concerned about DALL-E 2’s capability in image production, its effect on creative workflows and the role of the human vs. machine in generating creative outputs. The result was a clear sense of inevitability for how creative roles will change as computational creativity systems, such as DALL-E 2, advance and are adopted into agency workflows.