38-41_GF.qxp_Grid 03/07/2023 16:21 Page 2
Industry Issue: AI
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With the lack of laws governing the use of artificial intelligence (AI) Ohh Deer cofounder Mark Callaby has an interesting solution: “Maybe AI could write them!” Joking aside, AI is throwing up worries as well as opportunities for the greeting card industry. PG hears from real voices around the greeting card industry on the art versus artificial intelligence debate…
Originality will win out Iain Hamilton owner and artist of Bewilderbeest “I am concerned that while the AI image generation is not perfect yet, it will be very soon, given how fast the technology is developing. The ability to create high-quality images from a few prompts, in seconds, is worrying for the greeting card industry. However, I don’t foresee we'll all be signing on at the job centre anytime soon. You still have to have a good and original idea in the first place which, believe it or not, does take practice. Also, an understanding of what works on a card and what doesn't, both in terms of design and content. AI development is not going away, so it's best to try to focus on coming up with original ideas that AI, by its very nature, can't manage - worst case scenario, your future robot overlords will hopefully keep you around because you make them laugh.” Above: Iain Hamilton says he won’t be at the job centre soon. Left: You need a brain like Iain Hamilton to come up with a Bewilderbeest card like this!
38 PROGRESSIVE GREETINGS WORLDWIDE
Above: Man and machine have to work together.
Business shortcuts, but not art Mark Callaby, managing director of Ohh Deer “We've looked at AI for generating artwork, but we definitely feel that it's not quite there yet and there are definitely questions around the integrity of where these images are actually coming from. I think AI can definitely help in business in general, whether it's helping with spreadsheets or similar as, ultimately, if something can make a job easier or more efficient then why wouldn't a company be looking into it?” Above: Mark Callaby thinks AI will help business in general. Right: An Ohh Deer card which accepts the uncertainties of life.
Creatives draw from life Hannah Curtis, owner of artists agency Creative Sparrow “Does AI pose a threat to our industry? In a word, yes - but it also poses a threat to humanity unless we learn to coexist, the human and the AI. The topic needs to be taken seriously and regulated carefully if we are to use it to our advantage. Creative industries have spent years shouting into the void to be protected and supported - I’m sure we all remember the awful advert during Covid of the ballerina being told she could retrain so she had skills that were actually needed. As creatives we’re already needed! Recent estimates suggest AI will eliminate 300 million jobs Left: Life marches on…a design by Andrew Thornton, who is represented by Creative Sparrow.