AI in Branding: A Creative Shift at The Working Assembly

The Working Assembly (TWA) has sparked interest with its innovative approach to branding for the voice-journaling app Untold, utilizing AI in a way that emphasizes evolution over replacement. Following a critique of TWA's branding efforts, which raised questions about the decision to use AI illustration instead of hiring a human illustrator, I reached out to TWA's founder, Jolene Delisle, for clarity.

Delisle explained that the use of AI was not intended to replace human creativity but to enhance the user experience. The AI-generated illustrations are designed to adapt to the emotions and thoughts of users, creating a dynamic visual response rather than relying on a static library of images. "For us, it wasn't really AI versus an illustrator or about replacing an illustrator," Delisle stated, emphasizing the focus on building a system that could evolve with the product's use.

According to Delisle, the process began with a human-created visual reference, around which a custom AI agent was developed with specific creative guidelines. This method allowed TWA to craft a visual language that could respond to user input over time. She likened this approach to traditional brand guidelines, which facilitate ongoing creativity without the need for the original designer to produce every asset. "We weren't looking for a cheaper way to produce a set of illustrations," she clarified.

Delisle acknowledged the concerns surrounding AI's role in interpreting human experiences visually. She expressed understanding of the discomfort that can arise from a machine interpreting something so inherently human, such as voice. However, she believes that this tension is an intriguing aspect of the project, raising questions about the boundaries of human authorship. TWA regularly collaborates with artists and illustrators, and this decision was not about devaluing those contributions, but rather about creating a unique experience for users.

Furthermore, Delisle emphasized that the AI system was not merely a tool for replication; it involved extensive customization to capture the desired illustration style. As AI tools continue to develop, she predicts that the role of designers will shift from creating individual pieces to curating and refining inputs. "The human designer is a critical part of the process, providing creative direction and refinement throughout," she concluded. This evolution in design practices could reshape how brands engage with their audiences in the future.

Source: www.creativeboom.com