Generative artificial intelligence, capable of creating images and designs at incredible speed, is redefining visual creativity.
However, this innovation raises crucial questions: how can companies exploit this technology while respecting artistic values and ethical sensibilities? Let’s delve into these fundamental questions.
How can a company effectively manage the creation of AI-generated visuals?
In a world where speed of execution is often a priority, generative AI seems to be an ideal solution for businesses. However, this efficiency must not come at the expense of visual consistency or brand identity fidelity.
Each AI-created visual must be designed to tell a story that seamlessly integrates with the company’s voice and vision. A striking example is the use of generative models by major fashion brands, who leverage AI to design virtual collections while maintaining a distinctive style. This involves working closely with human designers, who give clear direction to the algorithm. The lesson here is simple: AI is a powerful tool, but the human hand remains the engine of creative vision.
What risks does misuse of the images generated pose for a brand?
History is full of examples of companies whose brand image has been tarnished by unfortunate visual choices. With generative AI, the risk is even greater: a poorly chosen image, or one generated with no clear intention, can provoke an unexpected, even hostile, public reaction1.
Take the example of a recent advertising campaign, where AI-generated visuals were criticized for their lack of authenticity. Suspicious consumers perceived the images as artificial, and the brand was accused of prioritizing technology over human connection. This case illustrates a crucial point: visuals are not just decorative; they embody a company’s values. Careless management of AI creations can turn an asset into a liability.
How can we respect the intellectual property and styles of human artists?
In the age of AI, cultural and artistic appropriation takes on new forms. Using a generative tool to reproduce an artist’s distinct style without his or her consent is not only ethically questionable, but can also lead to legal disputes2.
However, AI also offers a unique opportunity for rewarding collaborations. Imagine an illustrator working with a company to train an AI model that faithfully reflects his style. The tool then becomes an extension of his creativity, enabling him to produce faster while retaining control over his work. This approach, adopted by some artists thanks to platforms such as Exactly.ai, demonstrates that technology can be a force at the service of creators, not a threat.
Do laws already protect against the abuses of generative AI?
The regulatory framework surrounding AI is still in its infancy. Although some legislation, such as the Digital Services Act in Europe, is beginning to regulate the use of algorithms, most jurisdictions are struggling to keep pace with innovation.
In this blurred space, companies must take the initiative. Informing consumers when AI-generated visuals are used, or avoiding AI models trained on copyrighted data, are responsible practices. Conversely, inaction or opacity could attract regulators and public criticism, creating far more costly problems than anticipated.
Can generative AI open up opportunities for illustrators?
The fear that AI will replace artists is omnipresent, but it masks a more nuanced reality: co-creation. Tools like Exactly.ai enable artists to transform their style into a unique AI model, which they can then leverage to collaborate with businesses.
Imagine an illustrator with a particularly sought-after style. By collaborating with a brand, he trains a model that can generate designs on his behalf, while giving him total control over the results. This alliance between human and machine opens up a new era of creation in which artists become augmented creative directors.
Why value human work above all else?
In the quest for efficiency and cost reduction, it can be tempting to see AI as a replacement for human creativity. But companies that adopt this vision risk losing sight of a fundamental truth: consumers are looking for authentic experiences, marked by emotion and intention.
An AI-generated visual may impress, but it’s the human story behind it that creates a lasting connection. Valuing the work of human artists doesn’t mean ignoring emerging technologies, but using them to amplify, not replace, what makes us unique creators.
Technology and humanity, a rebalancing equation
Embracing generative AI ethically means recognizing that technology is a tool, not an end in itself. By combining human creativity with technological innovation, companies can not only produce effective visuals, but also strengthen their identity and credibility in an increasingly digitized world. The key lies in balance: respecting and valuing artists while using AI to explore new frontiers.
