The international summit on artificial intelligence held in Paris this week provided an opportunity to discuss the major issues raised by the development of these new tools.
AI will indeed revolutionize a large number of industries, and the communications, information, and content creation sectors will be no exception.
Generative artificial intelligence in particular is already profoundly transforming the landscape of visual creation. Tools such as Midjourney, Ideogram, Stable Diffusion, and Adobe Firefly have become essential for professionals in marketing, design, and communication.
Far from being mere gadgets, these technologies can generate high-quality visuals from textual descriptions in a matter of seconds. This approach opens up new possibilities in advertising, illustration, and content production, facilitating the creation of large-scale graphic elements with unprecedented customization. The Adidas advertisement designed exclusively from AI-generated images marks a real turning point in this field.
A tool for creative amplification rather than a substitute
For David Holtz, co-founder of Midjourney, these tools are not intended to replace human creativity, but to enhance it. AI then becomes a medium for exploring different artistic directions more quickly, refining concepts, and generating new ideas.
This collaboration between humans and machines is based on a new form of interaction: the language of "prompts." Knowing how to formulate a precise request becomes a real lever for obtaining optimal results, which profoundly transforms the way creators approach their work.
Constantly evolving AI models
The technological advances behind these tools are based on deep learning architectures combining diffusion models and Transformer-type neural networks. Training these models involves analyzing vast corpora of annotated images, enabling correspondences to be established between textual descriptions and visual elements.
When the user enters a query, the AI gradually generates an image by refining the details step by step. This method, although effective, raises questions about the origin of the data used to train these models.
The thorny issue of copyright
One of the main debates surrounding these technologies concerns copyright compliance. The databases used to train these AIs often include images taken from various sources, sometimes without the explicit consent of their creators.
Many artists and photographers denounce the unauthorized use of their work and demand greater transparency from the companies developing these models. Certain legal actions aim to regulate these practices, highlighting the need for an appropriate regulatory framework.
In response to these concerns, several legislative initiatives are emerging, notably in Europe with the AI Act, which seeks to impose rules on transparency and traceability for data used to train generative AI models.
A future marked by innovation and regulation
Despite these challenges, the adoption of artificial intelligence in visual creation continues to grow. Companies see it as an opportunity to optimize their processes, reduce production costs, and diversify their communication media.
Future developments suggest continued improvement in the capabilities of these tools, with higher resolutions, better understanding of visual contexts, and advanced features integrated directly into existing creative software.
In emerging countries, particularly in Africa, these technologies offer new opportunities for young creators and companies seeking innovative and accessible solutions. They help democratize the production of visual content and strengthen competitiveness in the global market.
Generative artificial intelligence is still in its infancy. Its integration into the creative landscape is constantly evolving, raising ethical questions while opening up unprecedented opportunities for the creative work of tomorrow.