Technology

How agencies use AI image generators like DALLE-E 2, Midjourney and Stable Diffusion

Rethink is just one of many agencies using DALL-E and other AI tools like Midjourney and Stable Diffusion, all of which have the potential to change the way ads are created. In addition to creating compelling content, agencies use these tools to save time, money and brainstorm ideas. The tools, all launched in the past year, may open new horizons for agencies in the future, such as custom advertising for individuals, a new way to create special effects, or even make e-commerce advertising more efficient.

“We are right at the dawn of a revolution for our creative industry,” David Raichman, executive creative director, social and digital at Ogilvy Paris. “AI represents incredible potential that impacts the way we conceive, design, manufacture and realize the full potential of the idea.”

While these image generators have numerous benefits, there are still issues to consider, such as questions about copyright, the potential for bias, and concerns about what relying on AI might mean for creatives in the future.

Finding the ‘unpredictable’

The Portuguese team at Dentsu Creative recently launched a campaign with Midjourney to create abstract images to promote the European electronic music festival Jardim Sonoro.

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Gil Correia, a creative director at Dentsu Creative Portugal, said using the image tools was easy. The team spent a few weeks learning how to use Midjourney before spending about three days on the project.

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