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In recent years, AI increased in prominence in print-on-demand projects and marketing campaigns. This is especially true with artwork, where it's often difficult to tell which was created by human artists versus AI. Businesses should consider the best uses for AI and its disadvantages before finding creative ways to use AI in print and marketing artwork.
The biggest reasons companies use AI is because it's cost-effective and efficient. It takes an artist or graphics designer at least a couple days to produce a logo or artwork; whereas, AI can come up with a finished item within minutes and print on-demand businesses can then quickly use the AI artwork to finalize their orders. While most AI art engines require some payment for use (although many offer an initial free trial), it's typically much cheaper than hiring a graphics designer.
AI also allows users to experiment with the art tools. Take a photograph and turn it into surreal art. Blend two separate images together. For a design or company logo, instead of traditional colors, go with bold, bright colors.
AI artwork works best in digital format, but it still can be transferred to print materials. Check the print resolution settings beforehand so that the printed image doesn't appear blurry or distorted. Color schemes don't always match what appears on a computer screen; therefore, ensure the color profiles match printing standards. For example, focus on solid color schemes for mailing ads and contrast for large signs such as billboards.
Businesses should check the AI generative tool's features to decide if it suits their needs. Adobe Firefly uses Adobe Stock, which includes many free images. Canva Magic Studio has templates that combine texts and images that work well for marketing projects.
AI's Downside and Legal Issues
The main drawback to using AI for artwork is that it often looks generic and lacks the human touch. Companies can resolve the issue by assigning a worker or team of workers to monitor the AI tool while it creates an image. They should modify the artwork until they're satisfied that it clearly sends the message the company is looking for. AI tools usually search for images online to help create the artwork and some images might be copyright-protected. Using a celebrity's likeness without their permission isn't a good idea either. So no AI-generated image of someone like Keanu Reeves. To avoid legal issues, use copyright-free images or get clearance to use the image before producing it.
If you want to learn more about creative ways to use AI in Print and Marketing Artwork, please contact one of our representatives at Brand RPM.