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How AI Has Become a Part of the Design Team at PRP

How AI Has Become a Part of the Design Team at PRP

Introduction

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 to add weight to our pitches? AI has opened the door of unlimited possibilities and it has since become an integral part of our design basic blocks. Instead of searching for conventional images; our design team tries to generate their own images and illustrations tailored to their campaign.

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

A set of creatives designed on the occasion of Chandrayaan 3 landing successfully on the Moon.

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 his ‘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.

Let’s try to know if it is possible to find a picture of a moon rover proudly hoisting our flag? With the arrival of Image Generative AI tools, the answer is a clear yes! This gap between Imagination, requirement, and availability of basic blocks has now narrowed.

We used AI tools to generate images of space, the moon rover, and the rocket after the successful landing of Chandrayaan to create amazing images.

We became free, unchained with the new tools giving us designers 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 advocates for concise and impactful text over lengthy paragraphs. The old design paradigm of a 70% image to 30% text ratio has evolved to favour 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 Demand in Market

The clients want the service teams to deliver their work with the help of these tools, giving them points to brag in their community. Similarly, the agency also has a need to update itself with the current trends and tools in the market. In such a scenario, the explosive growth of AI tools is a sure shot deal. To make sure we are also in the frontline of this race, our designers pulled up their socks 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.

Set Of AI-assisted Creatives made on various themes.

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

Conclusion

Through early investing and allocating resources towards AI tools, PRP has earned a good reputation and received positive feedback from its clients. The growth of the design team also empowers the Digital PR team and even supports the BD team in its services.