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There is no doubt that the system is still in its infancy, but it is clear that technology is moving fast and we are already starting to see improved models for converting text to image. Google Brain picturewhich can generate realistic images of a scene giving textual description and Meta they make-a–Scenewhich allows users to draw a free digital graphic to accompany a text message, are both promising examples.
This technology isn’t just for big tech companies either. There are a number of ways small and medium-sized businesses can take advantage of today’s text-to-image technology.
On average, it is recommended that small businesses spend 7-8% of their total revenue on marketing. However, many only spend 3-5%. Tools like DALL-E 2 can allow entrepreneurs to gain weight even if they don’t have the luxury of hiring talent to produce customizable, branded graphics.
As the saying goes, a picture is worth a thousand words. As DALL-E 2 and other text-to-image systems become more widely available, it makes sense for marketers to start using them for their campaigns.
Take, for example, a brand that sells fresh seafood. While it makes sense to include attractive images in his emails, there is no real advantage to doing his photo shoot with stored images. Subscriptions to photo catalogs intended for commercial use can easily cost hundreds of dollars per month, which is hard for smaller brands to justify.
Enter DALL-E 2. The model allows marketers to combine the creativity of hiring an in-house graphic designer with potential price savings. Here, for example, is what DALL-E 2 produces when ordering “a photo depicting mouth-watering salmon with lemon slices.”
While these photos are truly mouth-watering, what happens when the salmon supply is unexpectedly low, and our show this week switches from salmon to cod? For small businesses that need to pivot at a moment’s notice, the ability to create new images in 30 seconds is invaluable.
Graphic Creation by DALL-E 2
DALL-E 2 entered the popular consciousness not because of its ability to faithfully reflect the world, but because of its ability to create images in great style.
Consider this watercolor of a panda wearing a hat. The picture is fun and well organized and is not found in any picture catalog. This is why DALL-E 2 is exciting – it opens up new opportunities, especially for small businesses.
The success of tools like DALL-E 2 can be daunting for designers worried about their roles being automated by artificial intelligence, especially since some experts expect 99.9% of online content It will be created by artificial intelligence by 2030. But we believe that DALL-E 2 will not replace any jobs; Instead you will become part of the marketer’s toolkit and skills.
The output quality of DALL-E 2 varies greatly depending on the prompts that are entered into it. Creating a good prompt is a very creative process, as is writing the copy itself. If the future includes marketers in mixed roles using these tools for inspiration, this will increasingly become a skill domain.
DALL-E 2: Drawing
One of the most exciting features that DALL-E 2 offers is the automatic drawing. Think of it as having a magic wand that marketers can wave to change the images however they want.
This is best seen by example. Here, DALL-E 2 is given the first image and asked to insert a corgi at a specific location. The model understood the context of the image well enough to understand that he was asked to show the dog inside a painting and was able to compose in an identical style.
This great feature holds a lot of value, especially for brands who want to capture their products in different locations or unique scenarios. Imagine placing your product in backdrops that you can’t visit or seeing what George Washington would have looked like while sipping Coca-Cola.
DALL-E 2 can significantly change the game for marketers where they will be more constrained by their creativity compared to time and budget.
While there is reason to be excited about the future, current technology still has limitations. He struggles to make realistic people, and often fails to create a coherent text. Furthermore, there have been some significant criticisms of DALL-E 2 regarding the issue of prejudice. For example, when tasked with creating a “smart person portrait” DALL-E Mini — a low-cost, open source app for DALL-E 2 — produced nine portraits of white men in formal clothes.
OpenAI recently released update It aims to mitigate some of these bias issues, but it remains to be seen if they are truly resolved. In the meantime, marketers using these tools will have to be careful to avoid inadvertently spreading biases.
So do we want DALL-E 2, in its current form, as a tool in our marketing toolbox? Exactly, and for many purposes: images that can be used as created, to give starting points for further editing; To help share ideas. To convey ideas to graphic artists; To conduct effective A/B tests on creative materials; And to create eye-catching imaginative images that today only artists can create. Despite its limitations, there are also opportunities.
Over the past six months, we’ve seen a growing interest in text-to-image technology. As technology continues to advance rapidly, better and more improved models will continue to emerge, and use cases for brands will only grow.
Robert Hosled and Tom Denitz are data scientists at Claviowhich is a unified customer platform for email, SMS and more, that enables online brands to own their data and grow on their own terms.
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