In November 2022 AI (Artificial Intelligence) exploded into the mainstream and has been rapidly adopted across the business world.

While AI in and of itself is nothing new, it’s its availability to the masses that has sent it on a stratospheric trajectory that has some recoiling and others excitedly implementing it into every area of their business. 

Love it or hate it, one thing’s for sure – it’s a tool that’s here to stay.

AI design tools have introduced a revolutionary way to approach design tasks. Powered by machine learning algorithms, they offer exceptional speed and efficiency when it comes to generating visual content. 

However, the novelty of AI also comes with its fair share of concerns about the legality of its use in the creative process. As you can imagine, there are many questions around copyright and originality, because these tools blur the lines between human and machine-generated design.

Early concerns and ethical debates

In April 2023 it was revealed that Boris Eldagsen had entered an AI-generated photo into the Sony World Photography awards and won!

He cheekily sent in his application as an experiment and, when he realised he’d won, he immediately turned down the award. His success sparked controversy and debate about whether AI-generated or assisted images should be considered as art, with widespread debate on the ethics of using AI in creative competitions.

For the design community this was a wake-up call, and there are now ongoing discussions around the need for clear guidelines and ethical standards in the use of AI tools.

A clever tool not a creative replacement

The integration of AI in design has opened an intriguing debate between the worlds of art and science. 

AI design tools are celebrated for their ability to perform time-consuming tasks with remarkable speed and precision, offering a new level of efficiency in the design process. However, it’s so important to recognise that these tools are just that – tools - and are an extension of the designer's vision, not a replacement for the unique creativity and expertise that humans bring.

Whitewater's Approach to AI in Design

At Whitewater we firmly believe that it’s our human creativity and expertise that our clients pay for, and so we will never outsource that to an AI tool. 

We have however carefully considered how we can incorporate AI tools into elements of our processes to save time and, in turn, cut costs for our clients. 

For example, when working on product campaigns, part of our work involves creating close to 120 different image configurations, which, as you can imagine, is an extremely time consuming and therefore costly process. By using an AI tool to create these configurations, we can accelerate the process, making it quicker, simpler, and more cost-effective for our clients. This practical use of AI allows us to stay focused on delivering unique perspectives and creative solutions that truly make an impact.

The limitations of AI

Despite its advantages, AI lacks a critical filter and the understanding of cultural and contextual subtleties that human designers bring to the table. This limitation is startlingly evident when it comes to copyright infringement. 

AI tools can unintentionally replicate existing designs and ideas, which may lead to copyright issues and legal challenges. As an example, an ongoing lawsuit involving Thomson Reuters (parent company of Reuters News) shows the complexity of potential AI copyright issues, and will likely be the start of a wave of legal scrutiny that will ripple out to other sectors.

Navigating copyright and creativity

As designers, it’s vital we can transparently demonstrate where and how we use AI in our work. And, because of the current lack of clarity surrounding copyright infringement, it’s our responsibility to adopt a thoughtful and ethical approach when integrating AI tools into the design process. 

At Whitewater, we see AI as a tool to support our creative process, allowing us to devote more time to what truly matters: delivering innovative, impactful designs that resonate with our clients and their audiences. 

If you’d like our support with making a bigger impact with your brand, get in touch.