Artificial Intelligence has firmly established itself in our daily lives, becoming an integral part of the way we work.
But with the effortless generation of images and videos, how do we ensure we aren’t swallowed whole by these endless possibilities?
There are many approaches on how we can offload the “grunt work” to AI, using it to broaden our exploration and accelerate both imagination and execution. A prime example is swapping out a prop in an image without the need for traditional image editing. Yet, the core principle remains unchanged: everything must be human-guided. After all, having a thousand options means absolutely nothing if you lack the discernment to pick the exact one that makes you feel something.
In Marketing’s Design Ops Department, we leverage AI across various stages of our workflow, primarily to automate repetitive and time-consuming tasks. For instance, we use AI for asset resizing across multiple formats, developing 3D elements, and creating campaign animations. This significantly reduces production time and eliminates the need for complex shoots or extensive post-production. At the same time, we’ve managed to transform static elements into dynamic visual assets, breathing form and motion into them even when starting with minimal raw material.
The most significant benefit, however, is that AI enables us to allocate our time and resources far more effectively, freeing up bandwidth for truly meaningful creative work. This allows us to focus more on developing original concepts, strategic thinking, and crafting high-quality communications—ultimately boosting the overall value and effectiveness of our campaigns.
On the production side, we utilize a variety of online platforms and tools, tailored to the specific aesthetic we aim to design and achieve each time. The possibilities are limitless: from turning a rough sketch into a realistic visual, to replacing specific sections of an image. However, while language and visual models are evolving daily, the technology is still not at the point of functioning completely autonomously. Especially in the print domain, AI’s technical knowledge and understanding of specifications remain lacking.
When it comes to conceptualizing an idea, AI is currently unable to produce truly meaningful, original material. At certain stages of the creative workflow, its output is unpredictable, and many of its creations end up as mere “happy accidents.” And that is precisely the counterbalance to the algorithmic clutter. “Imperfections” in art convey mastery, intent, and a bold point of view. No matter how much data we feed into an AI machine, it will always struggle to replicate the authentic, unique creative perspective of a human being.
Beyond the tech buzz and the constant fixation on trends, one truth remains timeless: bold, original ideas are still the core. The idea remains the engine that drives the art. Everything else simply exists to serve it.
Article curated by Pavlos Grapsas, Designer at Skroutz.
