Photoshop’s Generative AI is cool, but what does it mean for Marketers?
As an equal part Adobe Creative Suite stan and AI cynic, I was conflicted when Photoshop dropped their new AI-driven generative fill feature last month.
How could I reconcile my Chat GPT, AI-bro scepticism with my fondness for all things Adobe? Would this new supercharged AI tool finally force me to welcome our new robot overlords?
After spending some time getting warm & comfy with Photoshop’s new generative AI feature, I can confidently say 'not really, but also kinda'.
Firstly, what is generative fill?
Think Chat GPT but for visuals. The AI powered tool allows users to add or remove elements from images with just a text prompt. It can also match the lighting and style of existing images automatically.
Want to remove the subject of an image with one click? Simples
Want to add a puddle with reflection to your image? ‘Add puddle with reflection’
Want to add a flying shark to your Hinge hiking photo? See below
While adding & removing elements has been a feature of Photoshop since forever, being able to edit via text prompts makes image editing faster & more accessible than ever, breaking down barriers to higher-quality marketing assets & creation.
Like most AI tools, it's imperfect (especially this one, given it's still in Beta testing). However unlike most AI tools, it also offers a glimpse at a genuinely exciting future for marketing content creation & campaign post-production.
While I’ll always champion authentic, human-centred creativity, tools like these can be game changers for small-medium sized businesses who don’t have access to an abundance of resources or in-house creative teams. The reality is that most asset creation requires time, resources & mulah baby that most smaller brands don’t have (or at least can’t offer on a regular basis).
But with a tool like this, it's intriguing to think about how those smaller players can breathe new life into their assets & elevate the visual quality of their marketing.
Take the example below. Using generative AI, I’ve turned a staid, run of the mill product shot into something slightly more elevated & engaging, all with a few simple prompts and some quick retouching. It’s far from perfect, but the fact this quality of asset is more accessible than ever is genuinely exciting, especially for startups & small brands.
Here’s another example. If you’ve shot an asset for purpose like the one below (in 9:16), the generative fill tool can breathe new life into your content and reimagine it for an entirely new channel (like a web banner, in this instance). The quality of the fill is genuinely impressive, and if it means small-brand marketers can get more bang for their buck when it comes to the lifespan & longevity of their assets, I’m all for it.
Here’s a few of my takeaways from exploring Photoshop’s generative AI.
01. Keep it simple: Unlike Chat GPT, I've found Photoshop's generative fill actually works better when fed more simple, succinct commands. The more complex the demand, the more likely you are to get those uncanny valley, hallucinatory style visuals (and hey, that might be your thing!)
02. Generative fill isn’t the finish line: When the AI ends, the editing begins. Once the AI has done it’s thing, make sure you’re going over the asset with a fine-toothed comb. As it’s still in Beta, the generative fill likes to throw in some funky details that might not be noticeable at first glance. You’ll also want to double check that things like dimensions, lighting, shadows & sharpness are all on point.
03. It’s a tool, not a takeover: When it comes to content creation, Photoshop’s generative AI works best as a backup option when time & resources aren’t available (which is why I keep pushing the small business / startup angle). Human creativity & design can’t be automated, and should always be the default option for brands.
What do you think of the Generative Fill tool for Photoshop? Is the hype real or is it overrated? How are you using it to elevate your marketing? Drop a comment below!
Wondering what this means for you and your business? Get in touch via my contact page and let’s talk all things marketing & brand