Client case practice in the AI ​​era

Client case practice in the AI ​​era| Sugiyama Nobutsugu

question：AI era、How should we proceed with client projects?

After image generation AI became popular、Here are some questions that I have become frequently asked at the production site.。

“Should we use AI in client projects?”
“Will the number of photo shoots decrease?”
“To what extent can we use AI?”

It is natural for these questions to arise.。
because、Until now, visual productionIt was designed with photography in mind. It's from。

But now、

  • visual production
  • photo shoot
  • AI generated

These threeNow lined up on the same "visual production process"。

So the problem is
It's not about whether or not to use AI.、What to use where in the production process That's what it is。

Even in client cases、Without this perspective, judgment will be blurred.。

Reason for confusion：Not thinking about it during the production process

The biggest reason why the discussion on introducing AI is confusing is、
Discussing the production process without breaking it downです。

in many cases、This tends to be the case。

  • Can be made with AI
  • Photos are better
  • Photography is necessary

However, client cases、The process normally goes like this。

  1. planning design
  2. concept design
  3. visual design
  4. Material production (photography/production)
  5. edit
  6. Development (advertising, EC, SNS, etc.)

AI is mainly involved here.

  • Material production
  • edit
  • Deployment

です。

vice versa

  • plan
  • concept
  • brand alignment

This partHuman design domain, not AI です。

If you don't understand this structure、"AI or photography?"meaningless conflict will happen。

Changes occurring in practice：Visual for replacement

What has changed the most in client projects?Visual operational structureです。

It used to be like this。

  • 1two advertising visuals
  • 1two key visuals
  • long term use

But now

  • SNS
  • EC
  • digital advertising
  • LP
  • banner

Etc、There are many places where it can be used。

In other words、

  • multi-view
  • multi-pattern
  • Replacement

became the premise。

Here comes the area where AI generation is possible.。

Until nowVisual mass production that had no choice but to be photographed but
Cases established by generation Because there is。

But、not all。

example：Advertising visual project

For example, consider an advertising project.。

For brand advertising、

  • merchandise
  • Brand worldview
  • brand responsibility

is involved。

The work has been put in the adult category because of the photo showing the bust of the cut.

  • actual product
  • real model
  • real location

There are many cases where it is necessary to。

In this areaPhotography is a prerequisite。

But what about the development after that?。

For example

  • Visual for SNS
  • Variation development
  • Background replacement
  • Seasonal production

These things areVisuals that until now had no choice but to be createdです。

Here comes the area where AI generation is possible.。

In other words、

  • core visual：Summarized shadow
  • Deployment visual：generate

It is also possible to design。

This isn't about production costs.。
Talk about visual production designです。

Division of roles between human production and AI

What is important in a client case is
Responsibilityです。

especially

  • brand
  • merchandise
  • figure

In cases where、visual reality becomes important。

This area is handled by human production.。

on the other hand、AI will be established in the following areas。

human production area

  • planning design
  • concept design
  • brand visual design
  • real person
  • actual product
  • Real location

Area where AI generation is possible

  • image sharing visual
  • Variation development
  • background performance
  • Multi-view visual
  • SNS expansion material

In other words、

It is not a substitute for photography.、Another layer of the production processexists as。

If you understand this、Client project design changes。

summary：Case judgment criteria in the AI ​​era

How to use AI in client projects。

The criteria are very simple。

The first thing to think about is、Does the visual require reality?です。

  • real person
  • actual product
  • real place
  • Liveness

if you need thisShooting and production requiredbecomes。

on the other hand、

  • multi-view
  • Replacement
  • mass production
  • Expanded material

These areasVisuals that until now had no choice but to be createdIt was。

There is a possibility that AI generation will be established there.。

What's important is、It's not about whether or not to use AI.、Things to consider in production designです。

Visual production

  • plan
  • concept
  • Material production
  • edit
  • Deployment

It is established through the process of。

What is a client project in the AI ​​era?、
The job is to design where AI will fit into this production process.I guess you could say that。

▶︎ [Photo conditions that become mandatory in the AI ​​era]

▶︎ [Judgment criteria for photo shooting and AI generation]

▶︎ [Production process that requires human involvement]