An optimistic view of the impacts of Artificial Intelligence on creation and innovation processes

I don't know what your bubble is, but it's very likely that some news or post has reached you talking about the powers of AI, its capabilities, uses, and how it will transform our way of creating, researching, organizing information and even producing knowledge.

I am very torn between admiration and anguish at all of this.

First, because the pace at which new AI solutions appear is overwhelming: a new application appears every day that is superior to that of months ago, the machine understands our speech, our writing, our facial expressions, the machine fluently produces texts, translates, speaks, creates art, music, videos, 3D objects, assets for games, writes articles, finds patterns and makes diagnoses, etc. Wait, let me hit the brakes...

Okay, let's go. The idea here, to assert the title, is to say what good we can get out of it all. We are just at the beginning of a wave that, in fact, will drastically change the world going forward. I don't know if it's going to be beautiful, but for now, let's believe it is.

AI as a copilot for creativity

What would you like to create? Whatever it is, using Midjourney, DALL-E, Stable Diffusion, Photoshop itself (Firefly) — and so many other options — you have an inspiration tool, you are a great ally for forming a repertoire and extracting new ideas from there. I even venture to draw a parallel with Pinterest: on Pinterest you search for references that have already been created before, that are out there, while with AI tools you control the creation of something new and much more oriented to your vision, style and needs.

Created on Midjourney. Prompt: macro photography of a wearable collar for dogs, product photography, high resolution, studio lighting, minimalistic, gradient packaging.

Incidentally, Lexica and PromptHero they are two great search engines where you can find AI-based creations and, most importantly, they are an excellent source for you to learn about the prompts behind these arts produced. Prompt, in case you don't know, is the text that is written so that the AI tool creates images based on your guidelines. Soon they will say that Prompter it's the new profession of the moment.

You can create design concepts, test new clothing ideas, new cars, wearable devices, in short, imagine new products and realities. Create ideas for furniture, characters, environments, ideate architectural and landscape projects, experiment with different visual languages: through various artistic styles, drawing and drawing styles, 3D, even photography and hyper-realism.

Created on Midjourney. Prompt: concept red and black small car in a futuristic street in Rio de Janeiro, motion blur, realism.

Going from materials used only for references, or to illustrate an idea, to the production of photos or images for publications, newspapers and magazines, creative pieces for social networks, or even creations (arts) that will be applied to commercial products, the generation of images by AI will profoundly impact markets and professions.

Now I remember two interviews I saw recently, where Tarantino and Rick Rubin talked about their work and creative process. They are different interviews, conducted at different times. But the two summarize, in a very similar way, what their mastery is - the ability to express what they like and dislike, to imprint their aesthetics and imagination when describing what (and how) must be done, making the sum of their directions result in something unique. And I increasingly imagine that these visualization and description capabilities, together with aesthetic baggage, will be fundamental for people to be able to better use the new AI tools.

ChatGPT and the writing tools

Where to start, isn't it? The AI community is huge, there are so many forums, groups, and networks, and so much content and news comes from there that it's impossible to follow closely. It's practically a breeding ground for FOMO. And here's a separate race. Big Techs are investing heavily to facilitate access to these assistants and, very soon, they will be available natively in search engines and various operating systems.

Source: Twitter. I saved the meme, then I went to look for who had published it and I couldn't find it, sorry.

The magic here is the machine's ability to interpret natural language, the language as we speak or write. And respond in the same way, also using natural communication as if it were a person responding and creating texts.

Articles, research, short stories and poems, plays, blog and social media posts, cool essays, schoolwork, summaries for SEO, video scripts, business plans, etc. Again, it all starts with your prompt.

Your assistant will write texts for you and even talk, exchanging ideas from your prompts. At this time, the most interesting thing is to map the capacities between the various options, basically separating by (a) assistants who search the internet; and (b) assistants who simply create texts in a more inventive way. The latter, like himself Chat GPT (in most cases), they generate content that is unattractive to reality and facts. A recent example, NYT published the case of a lawyer who used ChatGPT in his demonstration, citing precedents that had no legal basis and did not even exist.

Well, we need to analyze how this content will impact our worldview and will help create more noise and dissonance, in the midst of fake news, excess information and our limited attention capacity in the modern world - it is increasingly difficult to discern what is truth, fact, opinion and what is nonsense. Okay, let's leave that for a next text.

Back to talking about the main writing assistant solutions. And while Google Board is not available in Brazil. Today, the fiercest fight is between Bing Chat and Chat GPT. That is to say, half a fight because Microsoft is the main investor in OpenAI, the company responsible for ChatGPT.

Bing Chat is completely free and has an enormous advantage over ChatGPT: the ability to search the web and, in this way, be able to bring real sources to the searches and texts generated by the tool. However, ChatGPT searches the web in version 4, which is available only to subscribers, but also has a set of plugins that add new features to the tool. ChatGPT also has more improved writing, sometimes Bing Chat is a bit repetitive or

These tools have enormous potential to be authors, research and data analysis facilitators, conversation partners, educators, consultants, programmer's assistants, and are co-pilots of our creativity.

Before deciding to go down all those lines, I asked ChatGPT to write that same post, then you can check out his contribution.

We live in an era of constant technological acceleration. Every day, new tools and technologies are launched, expanding the possibilities for creators and innovators. Among these new technologies, Artificial Intelligence (AI) has stood out as a powerful copilot for creativity.

AI has revolutionized the way we think about creativity and design. It allows creatives to rapidly prototype ideas, visualize concepts more effectively, and explore new possibilities. An example of this is Midjourney, a tool that transforms natural language descriptions into images. This technology allows creatives to visualize their ideas, providing a solid foundation for projects and campaigns. Additionally, there are a variety of AI plugins that can be used to increase creativity and efficiency., Runway ML, and Artbreeder are just a few examples of how AI is being used to transform the way we create and share art and design.

At Bubble, we're constantly plunging headlong into the latest emerging technologies. We have extensively studied and tested these AI tools to understand how they can be used to boost innovation and creativity.

It's important to remember, however, that AI isn't here to replace human creativity. On the contrary, it serves as a tool that can expand our capacity to create and innovate. AI can help us try new ideas, learn from our mistakes faster, and explore new creative horizons. No matter how you interpret AI, it's here to stay. The responsible and creative use of this powerful tool depends on us.

To conclude, AI is an incredibly powerful resource that is reshaping the way we work and create. By embracing this technology, we can explore new frontiers of creativity and innovation. Whether you're an artist, designer, marketer, or entrepreneur, AI has something to offer. And here at the Bubble, we're excited to see where that journey will take us.

Come with us on this journey of discovery and innovation. With AI as our copilot, the possibilities are truly endless.

Perhaps from now on we will have more and more content like this, a little pasteurized, a little too summarized, a little without saying much in the midst of words and more words. Or not, you will see the assistants evolve absurdly (they will evolve) and enough to produce creative writing that is ever richer, more elaborate and with personality. Now we just have to wait and, without wasting time, start experimenting with these new tools.

João Frescurato
Partner, UX + Tech