As a senior art director working in the corporate world of an advertising agency, I can say that the pressure to work with AI tools has continued to increase, especially in the last year or so. Management hopes that this will significantly increase efficiency and save time, but to be honest, very few people in my creative team would say that this is really the case. To varying degrees we have all found ways to integrate AI tools into our everyday work lives. Some have very quickly recognized the opportunities this opens up for them. Others — and I would count myself among them — remain skeptical in view of the numerous ethical concerns that the technology raises. But there's really no getting around it anymore; everyone has to deal with it in some way, myself included. In the context of working in an advertising agency, it unfortunately feels like tilting at windmills.
Management has declared that we are now an “AI first” agency, but when asked critically whether there is also a “Plan B” in view of the likely impending bursting of the AI bubble, the response is unfortunately just perplexity. From now on, new hires are expected to have an affinity for AI, and one wonders whether the next generation of graphic designers can still be expected to even learn creative work if there is such a heavy reliance on AI.
As for the idea of saving time with AI: Unfortunately, I often see it the same way as
@Argosy, who compares working with AI to playing a one-armed bandit: Sometimes you get lucky and it spits out exactly what you need. But it's much more likely that you have to try again and again until you finally get three lemons. We haven't yet reached a point where we can really rely on AI to the extent that we can reliably plan a project with it. The worst-case scenario, where you realize after six hours of prompting that you
still don't have a usable result, still happens far too often.
However, it must also be said that clients’ expectations or demands of using AI in creative work are also growing. It is often taken for granted that elements that would have required specific talent just a few years ago — such as voice actors for a video, videographers, or 3D artists — can now be generated with AI. And for me personally, a little piece of my creative self-image always dies a little when I am forced to take this shortcut. It still just doesn’t feel right to cut out creative humans like this and I hate how normalized it has become.
I’d be lying if I said all of this doesn’t deeply trouble me. It’s also annoying to what extent this whole topic has overtaken everyday discourse between creatives. My wife is an illustrator and we basically talk about it every day in some form or another. It’s really tiresome. This is the first time in my career where I wonder how long I can keep on working in this field and if it makes sense to think about alternative ways to earn money.
Looking beyond creative work, there’s so many other aspects of this that have me worried, too, like how it’s completely destroying trust in recorded images and makes creation of fake news trivially easy. Not to even mention the whole environmental aspect.
As for the faux comic book in “Come, Let’s Away” — as other have said, there’s no way for us to really
know at this point, but if the producers of the show say AI wasn’t used in creating the artwork, I’m inclined to trust them. Not because I’d blindly trust everything they tell us (and I
have seen cases of corporate entities claiming that obviously AI generated art they used
wasn’t generated when faced with a backlash), but because I really don’t recognize enough obvious AI tells in the art. It’s not very good in my opinion, but it does indeed look to me like it was just created by an art department staffer who’s not a professional comic book illustrator. Maybe there are individual elements in this that are generated, but I suspect the vast majority of it is crafted by a human.