AI
Case Study

AI
Case Study

Perhaps you've seen a headline or two about how our days here on earth are numbered—AI is advancing rapidly and exponentially. Just a little over a year ago, people, such as myself, started tinkering with and creating interesting content on platforms such as Midjourney and DALL·E. At the time, these technologies showed legitimate promise but posed no immediate threat to, say, my job.

But things are escalating, quickly …

Perhaps you've seen a headline or two about how our days here on earth are numbered—AI is advancing rapidly and exponentially. Just a little over a year ago, people, such as myself, started tinkering with and creating interesting content on platforms such as Midjourney and DALL·E. At the time, these technologies showed legitimate promise but posed no immediate threat to, say, my job.

But things are escalating, quickly …

/ROLE: CD /DATE: 2024

/ROLE: CD /DATE: 2024

Challenge

Challenge

I allotted myself three days to immerse deeply into AI and craft a landing page for the 2024 Ford Bronco. This involved utilizing content generated by Midjourney and ChatGPT within a revitalized user interface.

I allotted myself three days to immerse deeply into AI and craft a landing page for the 2024 Ford Bronco. This involved utilizing content generated by Midjourney and ChatGPT within a revitalized user interface.

Research

Research

I dabble in these platforms to keep my finger on the pulse, occasionally creating content for projects, but I’ve mostly been a voyeur, following artists and trends. Heading into an election year, conversations about AI dominate daily headlines, discussing topics such as copyright, deepfakes, ethics, security, or simply pondering if this is the beginning of the end.

So, I decided to create a project for myself utilizing both Midjourney and ChatGPT. After some extensive research to determine which platform was capable of producing the best results for imagery, Midjourney prevailed. Version 6 had just been released, and, wow, I was astounded—both fascinated and disturbed. Things are getting intense.

I dabble in these platforms to keep my finger on the pulse, occasionally creating content for projects, but I’ve mostly been a voyeur, following artists and trends. Heading into an election year, conversations about AI dominate daily headlines, discussing topics such as copyright, deepfakes, ethics, security, or simply pondering if this is the beginning of the end.

So, I decided to create a project for myself utilizing both Midjourney and ChatGPT. After some extensive research to determine which platform was capable of producing the best results for imagery, Midjourney prevailed. Version 6 had just been released, and, wow, I was astounded—both fascinated and disturbed. Things are getting intense.

Solution

Solution

Revamp the Ford.com interface to accommodate the AI-generated content; while my next project might explore AI in interface design, it's a rabbit hole I'm not quite ready to dive into.

Craft a compelling narrative and outline, then harness ChatGPT's capabilities. Task it not only with refining and suggesting alternatives but also with developing personas, fleshing out details, and infusing the page with a distinctly human touch—quite fitting, isn't it?

Create a storyline centered around an adventurous theme, aimed at captivating potential customers who seek not just a lifestyle vehicle, but an adventure itself.

Create AI-generated imagery that is not only captivating and powerful but, above all, authentically convincing.

Revamp the Ford.com interface to accommodate the AI-generated content; while my next project might explore AI in interface design, it's a rabbit hole I'm not quite ready to dive into.

Craft a compelling narrative and outline, then harness ChatGPT's capabilities. Task it not only with refining and suggesting alternatives but also with developing personas, fleshing out details, and infusing the page with a distinctly human touch—quite fitting, isn't it?

Create a storyline centered around an adventurous theme, aimed at captivating potential customers who seek not just a lifestyle vehicle, but an adventure itself.

Create AI-generated imagery that is not only captivating and powerful but, above all, authentically convincing.

Outcome

Outcome

I’m both pleased and somewhat shaken with how it turned out—fascinated with the results and cautious with its capabilities.

As a designer, I strive for control and consistency at all stages of the process and also know when to relinquish that control and let things evolve organically. I understand that prompting is an art form in itself, but, at least today, there is too much unpredictability. It truly is a 'box of chocolates.' For example, I plan a photoshoot down to the smallest detail, but when on set, inevitably, some of the best shots are the ones that are not planned, and we plan for that. There needs to be room for play and experimentation.

This is very different. It can feel like the dopamine rush of a problem gambler at a slot machine exchanging a coin for a prompt, waiting to see what happens. I felt some of that rush at times, and it concerned me—the loss of control, relying on luck and randomness.

A large advantage with AI is its fearlessness when it comes to failing; it just keeps going, learning from its mistakes while we, the ones pulling the strings, guide and school it.

I acknowledge that these tools are capable of creating some incredible things that feel almost like magic and are and will continue to be invaluable tools, exponentially. Just recently, OpenAI has released its new text-to-video platform named Sora. Within one year, it went from primitive to cutting-edge, leaving us in awe of the rapid pace of its evolution.

No, the Terminator is not coming for us all, yet, but perhaps the next James Cameron is a kid right now, prompting in his basement.

I’m enjoying using these tools, and that’s what they are—simply another tool, albeit one hell of a powerful tool. What these tools cannot do or make up for are years of experience in the real world, and I recognized that throughout this exercise.

I’m both pleased and somewhat shaken with how it turned out—fascinated with the results and cautious with its capabilities.

As a designer, I strive for control and consistency at all stages of the process and also know when to relinquish that control and let things evolve organically. I understand that prompting is an art form in itself, but, at least today, there is too much unpredictability. It truly is a 'box of chocolates.' For example, I plan a photoshoot down to the smallest detail, but when on set, inevitably, some of the best shots are the ones that are not planned, and we plan for that. There needs to be room for play and experimentation.

This is very different. It can feel like the dopamine rush of a problem gambler at a slot machine exchanging a coin for a prompt, waiting to see what happens. I felt some of that rush at times, and it concerned me—the loss of control, relying on luck and randomness.

A large advantage with AI is its fearlessness when it comes to failing; it just keeps going, learning from its mistakes while we, the ones pulling the strings, guide and school it.

I acknowledge that these tools are capable of creating some incredible things that feel almost like magic and are and will continue to be invaluable tools, exponentially. Just recently, OpenAI has released its new text-to-video platform named Sora. Within one year, it went from primitive to cutting-edge, leaving us in awe of the rapid pace of its evolution.

No, the Terminator is not coming for us all, yet, but perhaps the next James Cameron is a kid right now, prompting in his basement.

I’m enjoying using these tools, and that’s what they are—simply another tool, albeit one hell of a powerful tool. What these tools cannot do or make up for are years of experience in the real world, and I recognized that throughout this exercise.