Sigh.

OpenAI launched its newest generation of image creation last week, and according to many, it’s putting creatives out of work (again).

Apparently, a company’s visual identity can now be designed and implemented by one person in just a few days. It’s also opened the door for small businesses who had previously prioritised everything other than their brand to now create a market-defining visual identity, presumably prompted by anyone who knows their way around Canva, or added to someone’s to-do list between expense reports.

This earth-shattering new release is tipped to devalue creative work, because who needs expertise and years of experience? Everyone can just make do with a 2K PNG logo because no one prints anything these days, and what’s the problem with pixelation on large formats anyway? Consistency is overrated, it’s fine if your positioning changes with the weather. It’s all good.

Now ChatGPT needs just a few seconds to craft an original, perfectly tailored brand from scratch and supercharge your advertising while it’s at it (yielding never-seen-before ROI). You’ll be drowning in leads and employing a team of out-of-work designers to cope with all the sales enquiries. What’s that? You want your low-res photo turned into a 2-minute video? Yeah, we can get AI to do that in just a couple of mins.

Sorry, needed to get that off my chest.

ChatGPT, can you rewrite this post so I don’t sound quite so perplexed, and generate an image to go with it.

Joking aside, the new image generation in ChatGPT is excellent and handles prompts superbly. It made the image above from my original text and a bit of editing (it’s safe to say AI had no role in this rant). It is possible to produce outstanding work using AI, but you get out what you put in.

I hope people realise what AI is perfect for before it’s too late, because polished average has a habit of becoming the standard.

#ChatGPTisnotadesignagency #ClaudesoundslikeasuaveCreativeDirectorbutisn’t