With the evolution of generative AI、The field of visual production is beginning to change dramatically.。
advertising visual、Product image、SNS content etc.、Many visuals can now be generated by AI。
the result、There is a growing debate in the creative industry about:。
“Can AI even do branding?”
But in conclusion、You can't create branding with AI。
Of course, AI is a great visual generation tool.。
but、If we look at the mechanism and the essence of branding from a structural perspective,、Because they are fundamentally different。
In this article、Differences between AI generation structure and the essence of brandingwhile organizing、Explaining the role of people and AI in visual production in the AI era。
AI creates visuals from analysis of existing information
The current generation AI is、Study vast amounts of images and text on the Internet、Statistically analyze the pattern and generate a visual。
Simplifying the mechanism、AI creates images using the following process。
- Learning large amounts of image data
- composition、color、Analyze style patterns
- Generate the most probable expression in response to a prompt
In other words, AI、A mechanism to create the most plausible expression based on already existing informationです。
This ability is very powerful。
advertising style visual、Product image、You can generate a large amount of concept art etc. in a short time.。
but、This system has one feature。
it is、
The expression tends to average out.。
The essence of branding is differentiation
on the other hand、What is the essence of branding?。
it's very simple。
It's about being different.。
in the market、
- What makes us different from other companies?
- What value do you provide?
- What kind of worldview do you have?
clarify these elements、Branding is expressing messages and visuals that are consistent over the long term.。
In other words, what is branding?、
Act of departing from the market average
You can also say。
Here、There are structural differences with AI。
AI is averaged、Brand differentiation
AI generates visuals from statistical analysis of existing data。
Therefore, the generated expression is、I'm definitely moving closer to the next direction.。
- familiar composition
- familiar colors
- familiar style
In other words, this is、
average visual of the market
です。
Of course, you can create unique expressions by devising the prompts.。
But many of them、A combination of existing styles。
On the other hand, the brand、
- A perspective not yet on the market
- unique value
- Expressions that other companies don't do
This is achieved by designing these elements.。
In other words, from a structural point of view、
AI is an averaging device
Brand is a strategy of differentiation
The relationship will be。
Brands are born from decisions
Branding must be donestrategic decision makingexists。
For example、
- Which market position are you aiming for?
- Who is the brand aimed at?
- What value do you provide?
- which expression to choose、what to throw away
These decisions are not just based on data analysis.、strategy designです。
Furthermore, the brand、requires long-term consistency。
- visual
- copy
- merchandise
- experience
integrate these、Design as a worldviewis branding。
This process is、More than just image generation、Area of concept designbecomes。
AI is strong in brand development
So isn’t AI useful for branding?。
it's not。
AIはBrand development phaseIt's a very powerful tool。
For example, the following uses。
- Visual variation generation
- Mass production of advertising materials
- SNS content production
- Concept visual prototype
- Rapid prototyping of designs
In other words, AI、
Not a device for creating a brand、Equipment to develop your brand
very good as。
The role of creators in the AI era
With the spread of AI、The role of creators is starting to change。
The production so far is、
to make
was the focus。
But what will become important from now on is、
deciding what to make
です。
For example、
- Brand concept design
- Setting a market position
- Visual direction design
- Managing representational consistency
These areas are not AI、role of personです。
And the AI、to implement that vision.powerful production toolsbecomes。
summary
Generation AI is a very good visual generation tool, but、How it worksStatistical processing of existing informationです。
Therefore、
Branding with differentiation at its core cannot be created using AI alone.。
to create a brand、
- unique perspective
- strategic decision making
- Designing a consistent worldview
is required。
and that is、stillhuman workです。
Visual production in the AI era、
people design brands、AI develops visuals
The division of roles is changing.。
Understanding this structure、This will be an important perspective for creators in the AI era.。
