How AI Has Become an Integral Part of the Design Team at PRP

Why settle for mundane and boring images when you can opt for vibrant cartoon strips? Why not craft illustrations in a comic style to bring your ideas to life? Why not generate creatives that add weight to our pitches? AI has opened the door to unlimited possibilities, and it has since become an integral part of our design foundation. Instead of searching for conventional images, our design team now generates their own images and illustrations tailored to their campaigns.

Since the arrival of AI, especially ChatGPT, many new tools and generative platforms have emerged. In just over two years, Generative AI has advanced into image generation and video generation, among many other fields. At PRP, the design team began experimenting with AI tools, starting with DALL-E, then moved to MidJourney, Leonardo, and finally, with the arrival of ChatGPT-4, they found a tool that can not only assist them with copy but also the creative side of digital PR.

 

AI & Design – Broadening the Horizon

For any creative professional, raw footage, media resources, and stock media materials have always been basic building blocks. Using these, a designer starts to build their ‘design skyscraper.’ This has always been a golden truth. Websites like Shutterstock, Pexels, Pixabay, and Freepik became famous because of this golden truth, earning millions of dollars every year globally.

Now, with the arrival of image generative AI tools, designers can easily generate images that were previously unimaginable or unavailable. For instance, creating an image of a moon rover proudly hoisting a flag is now a clear possibility. This has significantly narrowed the gap between imagination, requirement, and the availability of basic design blocks.

We used AI tools to generate images of space, the moon rover, and the rocket after the successful landing of Chandrayaan-3 to create stunning visuals. These tools have freed us from traditional constraints, giving designers the wings to fly high.

New Approach to Design Basic Blocks

The process of creating comic strips for pitches has been revolutionized, reducing what once took hours or days to mere minutes. This transformation has upended the traditional design workflow. Designers are no longer constrained by the limited options available on stock websites; their only limitation is the dimensions of their creative canvas. As a result, the significance of copy—commonly referred to as content in our field—has escalated in importance. In response to this shift, the design team now advocates for concise and impactful text over lengthy paragraphs. The old design paradigm of a 70% image to 30% text ratio has evolved to favor an 80-20 or even 90-10 ratio, prioritizing visual elements. Content is now distilled into single, potent lines that effectively convey the intended message.

Value Addition and Market Demand

Clients now expect the service teams to deliver work enhanced by these tools, giving them unique points to brag about in their communities. Similarly, the agency must stay updated with current trends and tools in the market. In this scenario, the explosive growth of AI tools is a surefire advantage. To ensure we remain at the forefront of this trend, our designers adapted early. By investing in tools like ChatGPT-4 and MidJourney, PRP equipped its designers with the essential toolkit to familiarize themselves with the AI environment.

Over just six months, we moved from delivering AI-assisted creatives on a monthly to a weekly basis. Now, every client requires comic strips, illustrations, and mind-bending creatives. Thankfully, the team is now fully trained to meet the growing demands and has been delivering them on the given timelines.

Through early investment and resource allocation toward AI tools, PRP has earned a strong reputation and received positive feedback from its clients. The growth of the design team also empowers the Digital PR team and supports the BD team in its services. By embracing AI, PRP has enhanced its creative capabilities and met the growing demands of the market effectively.

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