MidJourney: AI, the grim reaper for creatives?

ChatGPT, since last November, has made a sensational inroad in many circles and for many “activities”. The revolution envisioned for 2030+ will happen…sooner. I will not go over the immense potential of these tools.

I prefer to stick with the creative counterpart of ChatGPT, namely MidJourney (my favorite tool among other options like Dall-E 2 for example). In fact, it is no longer a question of performing “mechanical” tasks, but rather “emotional”. I will of course emphasize the potential consequences within the creative world…

MidJourney in a nutshell

Among emerging technologies in artificial intelligence (the famous AI), MidJourney is a flagship: this tool is capable of creating images (in the broadest sense) from textual “commands” (called also “prompts”). MidJourney is based in San Francisco (surprise…).

The highlight of MidJourney?

Its ability to leave a mark on pure aesthetics will often leave you gasping for breath following its AI “creations”, believe me. The goal of David Holtz (CEO of MidJourney)? Bring out the “creativity of the common man”. Everything has been said.

An example below of a created in minutes (not counting the time taken to get the tool).

© MidJourney creation of https://www.instagram.com/18romain/

The impact of AI on the art world

“Expand creative power” as the same CEO recounted…isn’t that the very DNA of an artist (version 1.0 of course)?

Still according to him, 30 to 50% of current users of MidJourney are professionalsand, apart from the curious/early adopterthe tool will allow artists to be more creative. Really?

Grab some food for thought fast

The keystone, for artists, is the fact that MidJourney offers so many leads to explore (very) quickly when starting a project. Step which is the most complicated and tiring.

2 million users: how about commercial rights?

At this time, there will be 2 million users. They have all commercial rights to generated images (except for users working for companies exceeding an annual turnover of one million dollars – license required).

Note that there is no concept of copyright on images that artificial intelligence uses to “learn” and then “create” on demand.

Furthermore, how would it be possible to authenticate that a creation came from a given image? Maybe the metadata of said image, right?

The destruction of the livelihood of “commercial artists”?

This question was put to David Holtz and his answer was rather…:

At some point, why would an art director hire an illustrator to do things like concept art, production design, backgrounds – that sort of thing – if he could enter the prompts (instructions given to artificial intelligence) and get a relevant result faster and at a lower cost?”.

I let you judge…

Created from the prompt “a-rabbit-as-the-flash-super-hero-character” in 2 minutes – © Instagram – @18romain

Imagination versus art

As with any major technological advance, we are in the midst of an “AI will turn everything upside down, destroy everything” phase. As underlined above, I think mostly it will push the market towards more qualityand faster.

Whether it’s a creative agency, or the marketing team of a large group (perfect for having high-quality visuals for their countless presentations), the possibilities are many, great and above all… immediately (the bot can take up to 1 minute to create a visual).

Let’s also not forget, because most of the current creations of MidJourney is not used or shared, that they can be simple feed each other’s imaginations. An underestimated indirect benefit?

What is the future of graphic designers?

Regarding graphic designers, this is the category where I am most concerned (as for the “small hands” who offer on-demand tasks on platforms like Fiverr who will suffer from ChatGPT 3+) .

There is an edgeadapt or die”.

Because let’s be honest, the visuals were edited in less than 60 seconds of MidJourney will require hours of briefings, several round trips and 10, 20 or even 30 hours of work…

So why not use MidJourney as a creative assistant and most importantly…learn to use the “language” of signs (it can quickly be 5 to 10 lines long and include very specific ratios, tints, styles, background data, etc…).

For several months (MidJourney is “older” than ChatGPT), a revolution in use occurred. The artificial intelligence we thought would come “later” is here.

What was your reaction? Creep? Excited? Doubtful? Already on the bridge to create new business models?

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