Adobe Firefly is one of many new generative artificial intelligence image tools, along with Midjourney, DALL-E, and Stable Diffusion.
"The advances in AI affecting the world of graphic design are much of the same advances we're seeing elsewhere," said Nicola Hamilton, president of the Association of Registered Graphic Designers. "ChatGPT is becoming increasingly capable of doing our writing and planning, while Midjourney and DALL-E are creating pretty advanced artwork when given the right prompts," she said.
Pum Lefebure, co-founder & chief creative officer at Washington, D.C.-based agency Design Army, created a campaign with the help of Midjourney for a high-end eyewear retailer Georgetown Optician —. "It's visually stunning, but as she revealed on stage, was a massive undertaking to create. Learning how to prompt the AI still requires an extensive knowledge of image making and a lot of hours," Hamilton said.
If how a designer articulates and phrases prompts dictates the results, that may become among the proprietary advantages at work in competition for campaigns. Lefebure did not want to discuss any best practices his firm has learned about generating successful image generation results.
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