In today’s world, artificial intelligence (AI) is reshaping every aspect of life, which can be seen especially in the creative industry. AI’s impact on design is notable for solopreneurs, small business owners, and marketers, who now have unparalleled access to tools that extend their capacity for creative outputs and productivity. Dr. Oli Mival, Head of Research & Insight at Picsart, provides an expert insight into how AI transforms creative work, enabling new levels of efficiency and forms of creative expression.

What Formed the Basis of AI for Creative Outcomes?

AI is far from new. As Oli explains, it originated over fifty years ago, built on the idea of creating systems that exhibit human-like intelligence. From the early days of “expert systems” in the 90s, which could mimic human decision-making, to modern machine learning (ML), AI has continuously evolved to broaden its scope. However, true progress arrived when ML allowed systems to interpret and learn from vast data sets. With the advent of Large Language Models (LLMs) and tools like ChatGPT, AI started making strides in creative processes, where complex pattern recognition could suggest the next logical steps in design, writing, and beyond.

Machine Learning vs. Artificial Intelligence

Many mistakenly view AI and ML as the same, but they serve distinct functions. ML provides the predictive models used in many AI tools, allowing algorithms to identify and replicate complex patterns. Meanwhile, AI is a broader concept, encompassing more than ML alone. In creative work, ML has enabled practical applications, from generating text to constructing complex design elements. As Dr. Mival puts it, “Machine learning allows you to get to AI models, but AI is a broader idea. It’s not an actual thing.” This distinction allows solopreneurs and creatives to see AI not just as a tool, but as a broader, adaptable assistant.

Enhancing the Human Experience

Historically, humans have expressed creativity in every way imaginable, from ancient cave paintings, to modern digital designs. Oli references psychologist Mihaly Csikszentmihalyi’s concept of “flow,” a state in which individuals feel completely immersed in creative activities. This concept explains why we find satisfaction in the process itself, as opposed to only in the result of the creative work we produce.

The application of AI to creative practices doesn’t detract from this human experience, and instead enhances it by facilitating parts of the process that may be time-consuming, technically challenging, or quite frankly – dull. 

For instance, by using tools that can generate designs or text, AI frees us up to focus on the aspects of their work that bring us the most joy. An example of this is the common issue of writer’s block. By using AI to help, we are essentially using these tools as a partner, as opposed to a replacement. 

AI as a Creative Partner for Solopreneurs 

For solopreneurs and small business owners, AI offers additional capacity for creative production. Oli Mival suggests that for the solopreneurs who start ventures without extensive design knowledge or marketing experience, AI can act as a valuable partner, guiding users through processes like content planning, design production, and campaign optimization. One simple yet powerful example is a digital tool like ChatGPT that provides a scaffold for written content, eliminating the daunting blank page and helping creators start their projects.

An AI tool can be viewed as a creative assistant, which can generate blog post drafts, social media captions, and visual designs. Dr. Mival gives an example of a solopreneur who wanted to market a product to a Danish audience but didn’t know how to begin. Using AI, they crafted a campaign that included blog post ideas, design elements, and social media strategies, which all aligned with the brand’s voice and identity. “This was a 15-minute process,” Mival notes, highlighting the efficiency that AI enables.

The Power of Contextual Intelligence

Contextual intelligence in AI refers to a tool’s ability to understand and adapt to specific needs over time. In this sense, it can be compared to a creative agency that remembers your brand’s tone, preferred colors, and typical design styles. For solopreneurs, this reduces the need to repeatedly brief the tool on their brand’s identity and preferences. Oli likens it to working with an agency that remembers each and every project, allowing for a more seamless, relational experience, instead of a transactional one.

This level of intelligence is invaluable for small business owners who need to streamline processes while maintaining quality. An AI-powered content generator that remembers past campaigns and suggests optimizations based on previous performance can be used to guide creatives. An example of this would be suggesting what might work best on Instagram versus TikTok, enhancing brand messaging across platforms.

Collaborating with AI in Creative Production

Oli Mival describes the progression from tool to collaborative agent as a pivotal shift for creatives and solopreneurs. The AI agent allows for a more dynamic, adaptable experience. Users can delegate tasks to the AI or directly instruct it, allowing flexibility based on the creator’s needs. This agent model is particularly beneficial for solopreneurs who may be handling every aspect of their business themself. It allows them to delegate repetitive tasks, like producing seasonal marketing collateral, while retaining creative control over key elements like brand voice and aesthetic. 

The power of AI lies in its ability to make creative expertise accessible to everyone. Previously, tasks like graphic design, copywriting, and content strategy required specialized skills or hiring professionals. Today, AI tools enable solopreneurs to create professional-grade work without having to embark on a steep learning curve. However, this shift doesn’t eliminate the need for creative skills, but instead allows creators to channel their efforts into high-value aspects of their work, such as brand storytelling and customer engagement.

Dr. Mival explains that AI tools give creators an advantage by handling the groundwork, enabling them to focus on innovation instead of constant production. Many view this technology as threatening jobs, however it instead redefines roles, and serves as encouragement to creators to hone the skills that add unique human elements to their offering.

Ethical Considerations: AI, Plagiarism, and Creativity

The use of AI in creative work often raises questions surrounding ethical considerations. The challenge is distinguishing between inspiration and replication, which essentially refers to the originality of AI-generated work. Dr. Mival points out that although AI can learn from data, the distinction between acceptable replication and plagiarism remains a gray area.

AI companies have engaged with governments to address copyright in the context of AI. This debate impacts solopreneurs who rely on AI to create content and must be aware of ethical guidelines surrounding intellectual property. While the boundaries are still being defined, transparency and respect for original creators remain essential.

The Future of Creative Intelligence

With AI being seen more frequently in our everyday applications, the line between AI and traditional tools has started to blur. Dr. Mival sees this advancement as “just the way we do these sorts of things,” likening it to the normalization of smartphones, indicating how these have now become the norm, whereas 20 years ago this would have been considered surprising.

For solopreneurs and marketers, this new era offers the opportunity to increase creative expression, while simultaneously producing necessary outcomes. AI should be embraced as a powerful ally which can improve work and further creative potential.

AI as a Tool for Creative Empowerment

The integration of AI in creative practices enables a powerful shift in a creator’s day-to-day processes, as well as the outcomes they produce. For solopreneurs, AI provides the freedom to focus on their passions while still meeting the demands of running a business. As Dr. Mival notes, it’s about “letting AI handle the parts that are costly or time-consuming so creators can dive into the aspects they truly enjoy.”

As AI continues to evolve, the role of technology in creative practice will grow increasingly essential. By embracing AI as a partner, solopreneurs and small business owners can redefine their approach to creativity and utilize innovative ways to express their unique voices and connect with their target audiences.

 

Empowering the Creator in Everyone

Picsart is the world’s largest digital creation platform. Its AI-powered tools give creators of all levels the ability to design, edit, draw and share photo and video content anywhere. It’s used by consumers, marketers and content creators for both personal and professional design, and is available to businesses via API partnerships and integrations. Picsart has collaborated with major artists and brands like Discord, PopSockets, Shopify, Taylor Swift and more. Download the app or visit picsart.com.