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AI for creative work: how we use AI tools

Artificial intelligence is not just a buzzword, but a real asset for creative work. At its core, it is a tool that speeds up work, automates repetitive tasks and serves as a source of inspiration.
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What are the benefits of AI?

By autumn 2024, we will have lived through the hottest AI boom for some years. Services have sprung up like mushrooms in the rain, AI is a hot topic in webinars and the web is flooded with AI-powered videos. There are rumours that creative jobs will disappear as all content will be created by AI in the future. Sometimes it’s hard to tell which of all this is techno-utopian and which is reality. What are the real benefits of AI for the creative sector now and in the near future?

AI speeds up creative work done by humans, for example in image processing, audio production, coding or design. So it is as much a tool in our experts’ daily lives as any other – either integrated with or a new tool alongside existing software.

We are constantly developing our own and our clients’ processes to make the work as smooth as possible, from initial planning to final implementation. The more efficient the process, the greater the benefit to the business.

Learn more: An effective marketing process: what it means in practice

Making a difference by experimentation

A culture of experimentation plays an important role when it comes to AI. We don’t just want to be part of the change, we want to change things ourselves. There are so many different AI services and systems that it takes both time and expertise to find the right tool for your needs.

At Aste, we encourage product managers to try new tools with a low threshold, to be bold in presenting new possibilities to customers and to share experiences with colleagues.

To support this, Aste set up a dedicated experimentation team with expertise ranging from coding to graphic design. As a first step, the team created an internal service where anyone can easily contribute their experiences with AI services and be inspired by others’ experiments.

Learn more: Culture of experimentation – Why is it important and how can it be nurtured?

Is artificial intelligence safe to use?

Copyright and data security should be taken seriously also when it comes to AI. We carefully study the terms of use of different AI services, which vary somewhat between platforms. Some tools are safer to use than others.

For example, some customers have agreed to use Adobe AI tools, such as Adobe Firefly, which has been described as an ethically trained AI.

But we don’t want fear or prejudice to drive what we do. We prefer to find out and look at the conditions on a system-by-system basis. It’s OK to get excited about AI and explore its potential with an open mind – while respecting intellectual property rights and data security.

In autumn 2024, Aste will use AI tools in this way:

Artificial intelligence will be used, for example, to speed up image processing. It can also be used to cost-effectively create images, video, audio and text for different purposes. AI has also been used to support various automation solutions.

1. Folding and image editing

Examples: the AI features of Adobe applications, creating images using AI, editing images (e.g. extension, depth), combining multiple images, editing the style of images quickly and with high quality

2. Video and audio production

Examples: using AI to create illustrations and effects for videos, using text-to-speech tools to create spots for radio or TV, etc.

3. Creating and editing content

Examples: brainstorming topics for content production, creating a text frame, summarising a finished text, translating a text into English, stylising large text data into a specific format.

4. Design and copywriting

Examples: sparring help for concept design, inspiration for texts and images, illustration of ideas

5. Large data processing and automation

Examples: processing product data into the right format for catalogue or other channels

6. Coding

Examples: finding and fixing bugs in code, updating code to newer versions, rapid prototyping of services simply by describing the desired outcome to AI

Text: Maija Vaara, Aste Helsinki

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