Trend and packaging design agency WIN Creating Images has already incorporated artificial intelligence into its workflows. “We treat AI as a support mechanism that enriches our work. It helps us speed up work processes and gives us more time for strategic and conceptual thinking – in other words, for doing what we love as creative types”, says Patrick Stöppler, head of design at WIN. Staff can use AI image generators to sketch out initial ideas, which can then be physically manifested. “Creating a truly novel design requires the human mind. Creativity cannot be replaced with artificial intelligence. But AI is a valuable addition to the real-world side of work. Part of our creative process is paying attention to gut feeling and allowing ourselves to be influenced by emotional ways of seeing things. Brainstorming is about having an inspiring dialogue and engaging in outside-the-box, visionary thinking. In that regard, humanity is still and will remain far ahead of the machine. Nevertheless, AI is of great use to us as a sounding board – our new member of staff if you like. We have to use the tools correctly, and we must never view artificial intelligence as an enemy”, says the designer.
Like WIN, many other agencies are currently looking for applications in which AI can be put to good use. And the opportunities are apparently far from exhausted: “Development is taking a giant leap right now – it’s revolutionary. However, Artificial intelligence only repackages existing information – there’s nothing visionary about that.” Nonetheless, it is continuing to develop at a rapid pace. “This is frightening people at the moment, too, because the most recent leap forwards with ChatGPT happened very quickly and the subject is receiving significant media attention”, says Tim Gelzleichter, Digital Transformation Lead at WIN. “But it is actually a steady development that just happens to feel as fast-paced as it does right now. AI is not suddenly appearing in our everyday working lives at this instant. The development has been evident for a long time, but businesses are now using the tools more and more frequently – and the results are so much better today than they were three quarters of a year ago. For instance, we can now make proposals for photoshoot planning in much less time.”
WIN is currently serving its first food brand with the help of artificial intelligence. This is used, for example, to generate the first sketches for the product renderings, which are then developed with human input and sent off for the photoshoot. Stöppler says: “For AI to deliver useful results, we need to have specific ideas. In the case of food packaging, for example, we need to know how the product should be staged. We have to provide ideas for the surroundings, perspective, lighting and much more to accommodate the brand positioning along with consumer desires and preferences. So getting good results isn’t all that easy. It can’t work without conceptual thinking.” Artificial intelligence cannot sign, seal and deliver a packaging design at the push of a button.