AI ART CREATES A NEW ERA FOR DIGITAL MARKETING
Updated: Mar 28
As artificial intelligence continues to advance, its impact is increasingly felt in various industries, including the world of digital marketing. One area that is particularly exciting is the emergence of AI-generated art, which is changing the game for marketing leaders.
What if I asked you to create an ad campaign around a special edition character for T-Mobile that looks like an astronaut cat, floating over the earth and making a cell phone call; What images come to your mind? If you can dream it, you can create it with art generated by Artificial Intelligence (AI). The astronaut cat rendering in this article was created from the imagination of my 12-year old daughter using Midjourney AI. Upon seeing her vision come to life, she immediately wanted to use the image and start a business creating covers for mobile phones etc. using AI art.…and why not! If kids can see the possibilities to generate new revenue streams with AI, then surely global brands can do the same by reimagining what their products could look like in the future for new markets, new use cases or for special campaigns.
After researching what's out there and playing around with this very cool tech, I can see some great opportunities for AI-generated art to transform the world of digital marketing and scale revenue in new market segments for global brands. Let's explore a few ideas in this Blog.
AI-generated art is created using complex algorithms that enable machines to generate new and unique pieces of artwork. These algorithms can analyze existing art or patterns and use this information to create new designs. AI tools are opening up the creative opportunities for both independent designers and large brands to access fresh, new ideas for fashion, automotive, industrial, home décor, and, costume design.
A survey conducted by Adobe in 2020 found that 62% of marketers believe that AI will help them create more engaging and personalized content, and 59% believe that AI will help them save time by automating repetitive tasks.
This new artform has opened up a whole new world of possibilities for Art Directors; it raises the bar on creativity by pushing the boundaries of imagination. With the help of AI-generated art, designers can quickly create unique and compelling visuals that stand out in a crowded digital landscape. Furthermore, they can iterate and create a multitude of options in a fraction of the time. The boost to productivity can not be ignored.
I played with AI art and came away with an incredible respect for the level of creativity and artistry knowledge that is still required. There is a language and syntax needed to achieve your artistic vision, though you can also get lucky and create something beautiful with little effort. I created a concept character of a female Elf Warrior ala Lord of the Rings set in the far future. It’s not a finished concept, but it certainly jumpstarts the creative process in an exciting direction. It took three minutes to develop my prompt and produce something I could never have produced on my own in the past.
"In 2021, the market for artificial intelligence (AI) in marketing was estimated at 15.8 billion U.S. dollars. The value is projected to more than 108 billion by 2028." - Statista.com
According to many sources, the use of AI-generated art in advertising is on the rise. This trend is expected to continue as more brands realize the potential of AI-generated art in their marketing campaigns. Dall-E and Midjourney are two notable examples of AI art generators that use a neural network to create images based on written descriptions. Dall-E has been used to create realistic images of everything from animals to furniture and has already been employed in several marketing campaigns. While Midjourney is capable of creating stunning 3D renders of objects and scenes; it too has been used in advertising campaigns for brands like Nike and Coca-Cola. For example, Coca-Cola used Midjourney's AI system to create a series of 3D renders for its "Taste the Feeling" campaign. Additionally, they launched the "Create Real Magic" contest this month to encourage people to create AI art using approved brand assets that were released to the public. The move represents both a temporary reduction of control and a brave leap forward for brand marketers.
AI-generated art is not just limited to digital marketing. Its already being used in fashion to create unique and stunning designs that were previously impossible to achieve. With these tools, designers can create complex patterns and designs that would take months or even years to create by hand. We marveled over the award winning costume designs in the Black Panther movie franchise, now imagine if we removed the limitations of the adult human mind and used materials and shapes that could be practical for daily wear, but are visually brilliant for a fictional cast of super heroes.
As designer and artist Refik Anadol says, "AI is a new medium, a new canvas for creativity.”
Adding the use of AR technology can bridge the gap between AI, the Metaverse and real-world fashions. Brands are using NFTs to sell digital art and other unique digital assets, which can then be used in the Metaverse with replicas for the real world. Adidas launched its “Into the Metaverse” collection of 30K NFTs in December 2021. The assets also gave buyers access to limited edition merch in real life [IRL]; the collection sold for $22 Million in less than 24 hours, according to The Verge. Brands like Gucci and Louis Vuitton have also issued real-world apparel to go with the purchase of an NFT, simultaneously creating a new market for digital art and fashion. I used Dall-E to design custom Air Jordans that I would love to own. I see an untapped opportunity to create a market for user generated design of apparel and accessories. Each design becomes a custom piece of art and the potential for monetization is insane!
Brand Partnership and Products
There have been several brand mashups created by AI-generated art, resulting in unique and exciting partnerships. One notable example is the collaboration between Gucci and the AI art collective, Ai Artists. The collaboration resulted in a series of unique digital art pieces, which were sold as NFTs and also displayed in a virtual exhibition. Another example is the partnership between Lexus and the AI-generated art platform, Artie. Lexus used Artie's AI system to create a unique art piece for each of its 100,000 limited-edition vehicles. The AI-art pieces were then displayed on digital billboards in major cities around the world. On the flip side, fans are leading ideation for new and unlikely brand partnerships. There is a growing niche of AI art featuring fake brand collabs like, Nike and Gucci, plus others that use Tiffany, Marvel, or Birkin. This is an obvious watchout for copyright issues, but can also be a fertile playground for new opportunities with unexpected benefits for engagement, fandom, and of course, revenue.
As artist and designer Sougwen Chung says, "AI is not a replacement for human creativity, but a tool to augment and enhance it." The future of AI-generated art is bright, and it will continue.
The bottom line is that AI-generated art is changing the game for digital marketing and creative agencies. Overall, it's opening up new opportunities for brands to create unique and compelling marketing campaigns, as well as to explore new partnerships, collaborations and revenue opportunities. Brands are also using AI art in the Metaverse to create a market for design and utility both online and in real life. As the technology continues to evolve, we can expect to see even more exciting brand mashups created by generative AI. We are only limited by our imagination and willingness to take creative risks.