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How to use AI to help, not hinder, creativity

With its ability to generate original visuals and streamline agency processes, AI has had a revolutionary impact on the creative industry.
Mark Critchley

Mark Critchley

5 minute read
July 4, 2024
With its ability to generate original visuals and streamline agency processes, AI has had a revolutionary impact on the creative industry.
How to use AI to help, not hinder, creativity Image

While some fear that AI could stifle creativity, we’ve discovered first-hand at Eleven just how much it can enhance the creative process when used correctly.


Concerns around creative use of AI

There are several factors that have led to varying levels of concern surrounding AI. These are as follows…

Fear of the unknown: AI technology is complex and constantly evolving, leading to uncertainty around its capabilities and potential impact on society.

Privacy concerns: AI systems rely on vast amounts of data to function effectively. This can raise concerns around privacy and security, especially if sensitive personal information is used without consent.

Bias and discrimination: AI algorithms are trained on data sets that may contain biases, leading to discriminatory outcomes in decision-making processes.

Ethical dilemmas: The rise of AI raises ethical questions related to issues like accountability, transparency, and the moral implications of AI-powered decisions.


Handle with care

While all these concerns are valid, we understand that it’s essential we approach AI development and implementation thoughtfully, with a focus on transparency, ethics, and careful collaboration between humans and machines.

As the saying goes…

“Thinking will not overcome fear but action will.”
- W. Clement Stone

That’s why we took action in the form of an internal AI champions team, so that we can run alongside AI and educate ourselves (and our clients) on how to utilise this helping hand as best we can.


Good prompt, bad prompt

Image generators are AI-based platforms that offer impressive capabilities for generating high-quality images tailored to the specific needs of our clients in various industries.

We regularly create images made from “prompts”. Sounds easy, but it’s not simply a case of just typing what you want in and letting it magically create a high-res image that’s exactly what you thought of in your head. Prompts should be carefully tailored to align with your strategic objectives, otherwise you could be sifting through reems of wildly unrelated images for hours on end. Considering all context of your visual output is key – this includes providing clear descriptions of the subject, style, colour, mood, and even the time of day.

Say you’re sourcing imagery for a student recruitment campaign, and you using the AI tool MidJourney to generate an original image.

Here’s an example of a bad prompt…

“an image of a student”


So what’s wrong with this one? Not only is it scary as hell (those Stranger-Things-esque possessed eyes though), but the subject also only has three fingers on one hand. This prompt gives no information about what the subject looks like, what they should be doing or any other helpful details to provide context. It doesn’t even specify whether the visual should be a photo or an illustration.

Here’s an example of a good prompt…

“a realistic photograph capturing a male student walking through a UK-style university campus during a sunny morning in the autumn”


Unlike the first, this prompt gives clear instructions and context to give the AI tool direction. It’s specific, relevant and clear in detail, providing a much more accurate output.


Are AI generators really worth it?

There are several reasons why AI image generators are amazing for us and our clients…

Customisation: Whether it’s creating visuals for not-for-profit marketing campaigns, products, or brand storytelling, these platforms can tailor the images to reflect our client’s unique branding and messaging.

Variety of styles: There are a wide range of styles and themes to choose from when generating images, enabling us to select from different aesthetics, color schemes, and design elements to align with our client’s strategic objectives. This versatility empowers us to create visually appealing images that work across various different platforms and channels.

Efficiency and speed: Our clients no longer have to wait for photographers, studio bookings, models or the right kind of weather. Image generators can produce high-quality visuals in a fraction of the time, allowing clients to meet tight deadlines and keep up with the fast-paced demands of the industry.


These are just some of the ways we are embracing AI in the Eleven workplace. As they say, it’s here to stay - and we as a whole are glad it is!

If you found this article interesting, check out our blog on how to get the most out of ChatGPT.