Strategy & Consulting

How AI can enhance your creativity rather than replace it [with do’s and don’ts]

Written by Michael Vromans on 8, Math 2023

Artificial intelligence (AI) has been making waves in many industries, from healthcare to finance and tech. Now, the capabilities of AI have penetrated the creative industries causing a significant transformation.

Although AI is nothing new, its integration into the creative world is quickly turning into a game-changer, opening up new possibilities for fresh, innovative creations by challenging industry norms. Learning how to use AI is important to take advantage of it as a creativity enhancer. Don't let emerging technologies leave you in the dust; let’s discover how you can unleash your creativity with this powerful tool.

AI as a creativity accelerator

When you thought of AI a few years ago, what came to mind? I’ll take my chances and bet that back then, you were thinking of its use in technological or governmental pursuits. Nowadays, AI has pushed the boundaries of our expectations, and its integration into creative processes can become a turning point.

AI in the creative corner can be a valuable tool for designers and creatives, helping them brainstorm and ideate more efficiently. By leveraging AI, creatives can quickly generate a large number of ideas and concepts that would have taken much longer using entirely human-led methods. Just think of all the hours spent browsing Google for suitable images you can now generate with more control by prompting AI.

I like to think of AI in its current form as a creative companion: a tool that accelerates creativity by helping you think outside the box. AI can be trained to mimic your preferences and sift through heaps of information, identify trends, and develop insights that inspire brand-new ideas. It adds fuel to the creative fire by offering suggestions and combinations that you may not have considered before. 

Yet, AI isn’t just a creativity enhancer, it can also streamline mundane and repetitive tasks that consume a significant portion of your team's time. By delegating tasks like gathering background information and speeding up the process of writing briefs to AI, you can free up valuable time and put energy into more engaging aspects of your work leading to more experimentation, iteration, and ultimately better creative outcomes. 

AI can make or break your creative process

AI has the power to augment and amplify your work, but how can you make the most of it without sacrificing human creativity? Follow these 7 do’s and don’ts for best practices and set yourself up for success:

1. Do: Start with a clear goal 

AI is not a magic wand that can solve all your creative problems but if you have a clear idea it can help you get there faster. Having a vision of what you want to achieve will make it easier to decide what aligns with your desired outcome and what needs more manipulation. 

2. Do: Continue by flexibly collaborating with AI 

AI can be a powerful partner in your creative process. Use AI as a tool to support your creative ideas and push your boundaries. It’s important to see the use of AI as an iterative process, work with it to develop your ideas rather than sticking to the first option you get. 

3. Do: Develop your prompting skills 

The key to getting good results with AI is creating good prompts. A prompt is the input that you give to the AI, and it’s crucial to design one that will generate your desired output. Developing your own prompt engineering skills can give you greater control in your creative process. 

Check out some AI generated visuals Stevi Van Den Berg, one of our UX designers, experimented with. Starting with the same concept she was able to yield 2 different styles by leveraging two different prompts. Proving that with a clear goal and careful prompting, you can unleash your creativity without sacrificing your individuality.

4. Do: Experiment and learn 

AI is constantly evolving, experiment with different AI tools to discover what works best for you. There's always something new to learn, don’t be afraid to ask for help or advice.

5. Don't: Rely solely on AI

While AI can be a powerful tool in the creative process, it's important to educate yourself on how to use it effectively. A narrow understanding of AI’s limitations can hinder your creativity and efficiency.

6. Don't: Sacrifice creativity for efficiency

AI can help you save time and resources, but it shouldn’t come at the cost of your creativity. Don’t be tempted to use AI to automate the creative process entirely, human creativity and intuition are still crucial for producing original work.

7. Don't: Neglect ethical considerations 

AI raises ethical concerns, such as bias and privacy, which need to be addressed. Don’t ignore these issues, rather take steps to work them out. 

Putting AI to work

At DPDK, we don’t shy away from the potential AI offers in helping our creative team work smarter and more efficiently. In the diverse stages of our design process, AI helps us streamline our workflow and come up with more innovative ideas.

One of the biggest advantages of using AI in our creative process is the ability to generate design variations quickly and efficiently. From mood boards to preliminary design options, with AI tools, our team can ideate and create multiple variations at the speed of thought, saving us time and resources that would have otherwise been spent on manual design work.

This approach also allows us to present our clients with a range of options that are tailored to their specific needs, increasing the chances of creating a final design that meets their expectations.

Take a look at another fantastic example of our experimentation, using AI to create multiple design variations for a fictional Nike product presentation. With just a few prompts, we were able to produce four unique designs with subtle differences.

How Nike seized the CX throne

Check it out!

Our aptitude for digital transformations has only been facilitated by AI as it helps us safeguard the tone of voice and brand positioning of our clients in their transformation stage.

By using AI to further analyze a client's existing brand assets, we can create a visual style that is unique to them while maintaining their brand identity. This ensures that their digital presence remains consistent with their overall brand, which enhances their customer experience and reinforces their brand positioning.

It wouldn't be fair not to mention AI in marketing as it's been particularly valuable among our marketers and copywriters in alleviating writer's block. By using AI tools to generate ideas and provide industry research, our team can quickly come up with new concepts and approaches to content creation.

This approach makes sure that we are consistent with our own tone and brand voice while also being informative and engaging for our audience. Guess what? I used AI to write a portion of this paragraph, can you spot where? 

All that being said, there is a lot to take into account when using AI. It has the potential to revolutionize the creative industries, but nevertheless needs to be used responsibly.

Now that you know what to do and what not to do, you’ll be well on your way to unlocking the possibilities AI brings to your creative work without sacrificing your human touch. So let's embrace this new era of creativity, where AI and human creativity work hand in hand. Are you ready to take it to the next level? 

Michael Vromans
Chief Creative Officer

Michael Vromans

Chief Creative Officer

Let's get creative with AI!

Contact Michael