As the world accelerates its use of technology at an ever-faster pace, companies and C Suite marketing professionals are always looking out for new ways to promote their goods and services to a customer base hungry for the latest innovations.
The challenge nowadays is to strike a balance in advertising between using videos and images that are at once ‘believable’ (i.e. that they are not deep faked, set up or AI generated from scratch) but by the same token breathtakingly arrestive.
The use of AI generated content, both in words, static images, sound clips and video is increasing at an exponential rate. AI-generated images are generally easy to spot. And, in fact, there’s no harm in using AI created imagery, so long as marketers are honest and don’t try to pass them off as ‘actual’ photographs.
Tell-tale signs of AI images created by platforms like Midjourney and DALL.E often struggle to represent people’s fingers well when pictorially creating humans. Sometimes the software even adds an extra thumb or toe! Another giveaway is ultra-sharp overly rendered skin textures, which can make a gnarly old man’s face look like that of a Parisian catwalk model with porcelain cheeks and perfectly trimmed eyebrows.
Also, in terms of landscape or interior images, look out for bizarre architecture and stuff that just wouldn’t happen in the real world. For example, an image portraying a huge chandelier hanging in a stately home or historic house might appear to be hanging solely from a three-amp electrical cable just five millimeters thick. Clearly, that would be impossible in real life.
The challenge for marketing executives and their employees is therefore to remain honest with their potential customer base whilst being able to produce exceptionally arresting content to promote their goods or services. One way to do this is for SMEs (small to medium sized enterprises) and larger organizations to produce their own product or advertising photography, without going to the expense of employing a top professional photographer.
Fortunately, this has become considerably easier nowadays by using an AI assistant plugged into a digital SLR camera that effectively uses a Digital Adoption Platform (DAP) as the basis of ensuring that any image produced is the best it can be. According to a source at the website Digital Adoption, such technical assistance is being used evermore in technological processes where complex workflows demand top quality outcomes.
In the case of helping fairly inexperienced but keen amateurs to produce high end photographic imagery, devices such as the AI camera assistant Arsenal 2 are invaluable. This is software that uses AI to scan a scene in milliseconds and adjust the camera’s settings that would normally require many years of experience from a highly trained professional.
Imagine for example that a travel blogger wanted to promote their book on trekking the Himalaya – they have a chance to capture a stunning photo. The sun is setting behind a spectacular mountain peak, yet light reflected from snow clouds is providing a scene of breath-taking orange and purple grandeur. Most amateur photographers would set their cameras on a tripod, select ‘P’ for Program on the menu dial, take several pictures and hope for the best.
But AI photography assistant software, provided by a device which usually plugs into the camera’s ‘hot shoe’ flash, can analyze the optimal exposure to capture the richness of the sky and also the rock face in the foreground. Within milliseconds it also calculates the correct F stop aperture setting for optimum depth of field, while considering image distortion from wide-angle lens aberrations, color saturation, noise created by a high ISO setting and a dozen other factors before the camera’s owner had hide time to clean the lens with a silk cloth.
The human only needs to quickly scroll through the proposed AI menu; perhaps using a variety of suggestions and taking half a dozen frames at different settings in quick succession.
And, of course, DAPs don’t only run alongside cameras. A DAP is really nothing more than a ‘teaching layer’ of software that runs alongside the primary platform to which it’s assigned. If the user starts to make a common mistake, or repeats the same rookie error more than once, the DAP’s AI suggests to the user that they might wish to change their workflow for optimal results.
Crucially, a DAP also works on a per-user hyper personalized basis, so if two people shared a desktop computer in an office, the assistance offered by the DAP would be discrete to each user’s preferences and abilities.
Not only does using a DAP save time, but it’s also eco-friendly. If a software user takes 20% longer to perform a task, that’s 20% more electricity used up. DAPs can turn out to be good for people’s self-advancement and good for the planet!
The real beauty of DAP software is that once a user has learned to master a particular workflow, the DAP no longer interjects until the person starts making errors in a different process.
Likewise, for example, if our travel blogger or online marketing professional arrives back home to process their images, the DAP could be trained to run alongside image editing software such as Lightroom or Photoshop, making suggestions to optimize the image files that the AI camera assistant previously produced.
The simple takeaway from all this is that whether marketers are creating images, words, sound or video, DAPs can help ensure that the output they produce is the best it can be, in the shortest time possible. Furthermore, the DAP makes sure the process doesn’t feel overwhelming or complex.
The march of technology doesn’t have to be intimidating. Just as marketers can produce expert photography, so can accountants accurately forecast financial projections; mechanics can keep up with updates on electric vehicles, surgeons can use AI and robot arms to perform delicate surgery. The list is almost endless.
Whatever one’s profession, digital adoption platforms make the process of learning and integrating new technology remarkably simple. And that’s often the biggest barrier – people’s fear of change. Once you overcome that, CEOs and other professionals can ensure that their organizations, not least their employees, remain at the top of their game.
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