Pixel Im-perfect: Limitations of Generative AI in Art

Note: This story also features insights from Josh PeterSmith, Graphic Designer.

If you’ve ever looked at an AI-generated image and thought, “Why does that person have seven fingers?”… you’re not alone.

Generative image AI – as we now use it – has made leaps and bounds over the past few years. The rapid changes, constant model updates and amount of generative AI programs offered can often lead business leaders to wonder how to jump into the new shiny object rather than pause to ask whether they should. 

The AI neural cloud of data is based on preexisting information. It simply remixes what already exists. AI doesn’t know your brand’s style, tone or audience. It’s pulling from the conglomerate, simulating behavior. 

Sure, AI generation is getting “better” with each model, but the general public is quick to spot flaws in AI-generated images – which can lead to mistrust of the brand. Economists feel a sense of tension in the AI bubble (is it ready to burst?) and many creatives are yearning for the days of authentic imagery and on-site photoshoots. 

But since AI isn’t going anywhere, how do we integrate it appropriately and ethically into our current workflow?

Common Technical Limitations

AI is often portrayed as a glamorous be-all, end-all design solution for all your creative and marketing needs. But that couldn’t be further from the truth. The computer models don’t understand the emotional and design nuances behind photo choices, font and color pairing or design flair that connects on a human empathetic level.

• The better the prompt, the better the result – If you don’t have a good prompt, you won’t get workable results. The more descriptive and attuned your voice is to the working model, the closer the result will be to your goal. Flesh out your description with detail.
• Font pairing takes the human touch – AI lacks the nuance that a graphic designer with a typographic mindset brings. When using generative expand, AI does not do a great job with typography; it sometimes throws in Cyrillic characters for logo prompt – sometimes the words aren’t even real or legible.
• AI models struggle with fine details – People in images may have limbs fused together, extra appendages (too many fingers on hands!) or random objects are added without any purpose.
• Surrealistic Quality – AI models lack perspective, depth of field and ignore the laws of physics. This creates irregular landscapes.
• Uncanny Valley – Generated people almost look human but not quite, creating a sense of uneasiness.

Where AI Does Work Well

While AI clearly has its drawbacks, there are positive uses of AI features – many of which are the creative exploration features in the Adobe Suite.

• Generative Expand in Photoshop is a quick way to expand the image canvas past the bounds of the image; previous manual versions of this method took hours of clone stamping and sampling the image – now, Generative Expand does the work in seconds. But be careful! Expand too much, and you may get unexpected results.
• The Remove Tool in Photoshop helps to fix/remove unwanted blemishes or distractions in the background.
• Generative Recoloring in Illustrator gives quick options for recoloring artwork.
• Generative Captions in Premiere Pro is a speech-to-text feature that generates subtitle text on the timeline for easy editing and styling.
• Generative Extend in Premiere Pro extends your clips by adding frames at the beginning and end of your filmed footage.
• Enhance Speech in Premiere Pro helps make dialogue clearer by removing background noise and distractions.
• Brainstorming ideas to push creative boundaries.

That is just to name a few. You can explore more Generative AI tools by downloading our Generative AI handout or try it for yourself at https://www.adobe.com/products/firefly.html.

The Small Print

Not all AI is ethically sourced, and it may create future legal issues for your company if not properly vetted. The foundation of Generative AI is built on the backs of artists and creators. It is essential that the tools you are using are labeled for commercial use. Please consult your legal team for fair use with AI imagery.

The Takeaway

At Mills, we approach marketing through the lens of authenticity and recommend our clients do the same. It’s important to us that AI doesn’t dominate our workflow, but instead supports it ... enhancing the work we deliver, not replacing the thinking behind it.

Generative AI works best as a helpful sidekick to our passions, not the solution. Because at the end of the day, great marketing still comes from real people, real ideas and maybe a few coffee-fueled brainstorming sessions along the way.

Adobe, Illustrator, Photoshop and Premiere are registered trademarks of Adobe in the United States and/or other countries.