The world of visual and artistic creation is being profoundly changed by generative intelligence. In a fraction of a second, photos, videos, illustrations are now generated by tools like MidJourney, Sora, Reve, etc. All these new technologies open up infinite creative horizons, but nevertheless raise many questions.
The generation of images from texts, the new golden age of visual creation
Generative AI works on a simple principle: transforming textual descriptions, called prompts, into images. These systems simply rely on neural networks trained on millions of images associated with a description. The AI analyzes all these associations, to generate new images corresponding to the submitted prompts. The time saving is considerable, and allows creatives to exploit new graphic directions, test design hypotheses, create mood boards, all in a few minutes instead of several hours.
Find the balance between opportunities vs challenges
For our agency, mastering these new tools is essential. However, on condition that we stay the course: AI does not replace a good idea, nor knowledge of a brand, and even less the human sensitivity which is the basis of any good communication strategy. Furthermore, the risks perceived today are numerous: a standardized aesthetic, visuals out of step with reality or even an overabundance of content production. Other issues are emerging, particularly around data governance, intellectual property and the environmental impact of these tools. Added to this is a major ethical issue: How to integrate AI without eroding the value of human work?
How Firstcom tames visual AI
Firstcom is now exploring these tools such as Flux, Mystic, Sora and Recraft, tools carefully chosen for the quality of their rendering and their relevance to creative aspects. Our mission, however, remains unchanged, namely, to design images capable of capturing the public's attention. Our Community Management and Artistic Direction services use image generation tools in different aspects:
- Production of tailor-made visuals: transforming complex briefs into visuals that are difficult to achieve using traditional means
- Inspiration, exploration and ideation: Testing graphic tracks and visual universes to nourish creative thinking
- Generation of variation and personalization of images: Variation of backgrounds, visual elements
- Optimization and post-processing: Generative development of backgrounds via Photoshop to crop, extend or adapt existing visuals
AI + Human: the winning duo
For us, AI is an accelerator of creativity. Mastering without alienating, innovating without dehumanizing: this is what we defend on a daily basis in our strategy. A positioning that we want to be bold and above all realistic, to stay in line with changes in the sector and the requirements of our customers. We ensure an assumed, responsible and transparent strategy. We use it wisely to push creativity further, accelerate certain processes and thus free up time for strategy. Obviously, our human approach is always present in the process. AI is used as leverage but certainly not as a replacement.
Our digital marketing and communication agency in Marseille / Paris at your service
At Firstcom, we have chosen to tame these technologies to make them a lever for performance. Our mastery of AI image and video generation tools allows us to offer you tailor-made content adapted to the expectations of your audience.
Do not hesitate to contact us, whether you are located in the Marseille / Aix-en-Provence / Paris area or elsewhere in France.
Contact us for a tailor-made analysis and recommendations