An AI Perspective You Haven't Heard Yet
It's an analogy we've touched on before, but for us, AI really is a McDonald's and steak comparison. Both exist and both serve their purposes.
Scenario: it's midnight, on a Thursday, and you just came back from seeing your favourite artist in concert, and the kids are asleep at home, and it's your one night you've had out in forever. Chances are you're getting drive-thru McDonalds and enjoying it in your car, like the champion that you are.
For the time and context, that makes total sense.
Another scenario: it's mid-June and you're about to meet your partner's father for the first time, and he's coming over to your house. He likes doing real dad shit, like golf, working on restoring vintage vehicles in his spare time, and whiskey. You're fortunate enough to have a backyard and a grill and it happens to be a weekend, and you're responsible for making dinner. Are you going and getting McDonalds? No. You're making a nice strip streak for everyone.
For the time and context, that makes total sense.
"Some people prefer McDonald's and some people prefer steak."
There's a lot of conversation about AI – especially from the perspective of design agencies – and rightfully so. Some agencies are using AI to make their own tools; some are using it entirely for their creative and operational processes; some are rejecting the usage of AI entirely.
From what we've seen, as an average, AI creative generally doesn't perform well, look great, and above all, feel ethically good to use – and not just because it's drawing from other artists' work, but also because the quality just doesn't cut it.
Especially for motion and 3D work. We spend a lot of our time in Rive, After Effects, Cavalry, Blender and C4D; any AI tool we've seen, from Higgsfield to MidJourney, just can't cut it when it comes to high quality 3D work. The level of control over easing, transitions, lighting, and environment just isn't there.
If anything, using AI streamline project management, processes and operations at any agency seems like the move. Anything else just feels a little boring. Plus, AI is drawing off of existing data to create something that is prompted; creativity is about interpreting the past to create something new.
