AI is Being Adopted Faster Than You Think – Here Are 10 Creatives Using AI Daily

March 23, 2024
4 min read
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The hype around generative AI is relentless. Every day a new tool comes out, or a law suit. It’s hard to keep up. AI is currently on everyone’s lips in creative agency leadership, but many people don’t know how to implement it in their creative practice. The actual serious practical use cases are not always that obvious, beyond having a little play with ChatGPT. So I set about wanting to find creatives using AI in their actual live work.

The truth is, some creatives are already using AI daily – and they’re winning because of it. I’m here to shed some light on how they’re doing it and how you can be inspired to include generative AI in your creative practice also.

Midjourney and ChatGPT have become the creative AI tools of choice, offering creatives unprecedented levels of control and sophistication. These tools aren’t just a passing trend – and particularly with Midjourney version 6 – they are fundamentally reshaping the creative process. But as you’ll see, creatives are using the whole spectrum of tools for a variety of creative use cases.

Creatives using AI in their practice

In order to cut through the noise, I’ve put together a list of 10 creatives using AI, and more interestingly, how they are using it in their creative practice.

1. Ilaria Merola, Creative

Research, concept creation, moodboards
AI tools: ChatGPT, Midjourney, Runway

AI art is a fundamental part of Ilaria’s creative toolkit, helping shape advertising, campaigns, and UX/UI design. Ilaria’s view is that these tools empower creatives and artists, “providing a new way of expressing creatives ideas”.

Instagram: ai_ilariamerola
Source: Typedreams

2. Pau Garcia, Agency Owner

Research, brainstorming, Google searches
AI tools: ChatGPT, DALL-E

Pau Garcia relies on ChatGPT and DALL-E to slash research time on projects in half. “We are in this beautiful moment, and we are collectively exploring a new technology that clearly will change a lot of things.”


3. Jessica Tan, Creative Director

Concept creation, visualisation, storyboarding
AI tools: Midjourney, Stable Diffusion

Jessica uses AI to convey ideas to clients and create polished work in a fraction of the time. She finds it hard to control, and a lot of effort is still required to be able to give it precise direction. “Use AI to become more creative – but not if you want to be more orginal.”

Source: Creative Bloq

4. Ed Yeoman, Creative Director

Ideation, messaging
AI tools: not disclosed

Ed Yeoman uses generative AI to come up with ideas that don’t exist yet. “Imagine a concept store on the moon. What does that look like?”

Source: Think With Google

5. Greig Robinson, Head of Design

Art direction, photography brief
AI tools: not disclosed

Greig uses generative AI in the early part of the process. “Ultimately, AI should be used as a springboard rather than a final deliverable.”

Source: Creative Boom

6. Meg Egan, Senior Creative

AI use case: Strategy, visualisation, ideation
AI tools: Bespoke tools, ChatGPT, DALL E, Midjourney

Meg uses generative AI to help create an idea or look at variations. “It can get a client from a blank piece of paper to a fully tested proposition in a week.”

Source: It’s Nice That

7. Kirsty Vance, Associate Director of Interior Design

AI use case: Personas
AI tools: Undisclosed

Kirsty uses generative AI to build out rich customer profiles using her own data from surveys, focus groups and interviews.

Source: Creative Boom

8. Simon Elliott, Partner

AI use case: Strategy, visualistion
AI tools: Undisclosed, Photoshop

Simon and his team have used basic AI for strategy work for some time now, and they mainly use image generation for quick mock-ups and visuals.

Source: Creative Bloq

9. Joshua Vermillion, Associate Professor of Architecture

AI use case: Simulations
AI tools: Undesclosed

Uses generative AI tools in the design process, quickly simulating how a building might look, inside and out.

Source: Wepresent

10. Henry Crisp, Senior Creative

Ideation, visualisation
AI tools: Midjourney

Henry uses Midjourney for ideation, streamlining the process. “It’s all about communicating intangible ideas in our heads to brands on a screen.”

Source: Creative Boom

The big question every creative is pondering: Will AI take our jobs? Honestly, I really don’t know. I think if your job is solely to write copy or to create visuals, then tools like Midjourney, ChatGPT and Gemini have already replaced that. Someone still has to sit there and use them. But we mustn’t forget the pace at which they are developing.

I’ve been quietly using Midjourney and ChatGPT for over a year, and I’m convinced: AI is a game-changer. It’s about working with these tools, not letting them replace your creative thinking. This technology can unlock new levels of expression if you approach it without fear. And I would say that if you aren’t getting the results you want, then it’s likely you have more to learn about prompting.

The choice is clear: Do you want to be ahead of the curve or left behind? AI is here to stay, and those who learn to harness its power will be the ones pushing boundaries and creating truly mind-bending work.

The post AI is Being Adopted Faster Than You Think – Here Are 10 Creatives Using AI Daily first appeared on Unreality Labs.

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I am a creative director and product designer based in London. I have helped companies like Google, Meta, Netflix, Mercedes-Benz, Burberry and Nike create extraordinary brand experiences.

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Every Wednesday I share the best in creative, tools, resources, updates and crucially real insights on how the top 1% of creatives think.

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