{"id":83751,"date":"2023-09-13T16:16:04","date_gmt":"2023-09-13T14:16:04","guid":{"rendered":"https:\/\/packaging-journal.de\/?p=83751"},"modified":"2023-09-11T16:19:32","modified_gmt":"2023-09-11T14:19:32","slug":"english-2023-07-packaging-and-ai","status":"publish","type":"post","link":"https:\/\/packaging-journal.de\/en\/english-2023-07-packaging-and-ai\/","title":{"rendered":"How creative is artificial intelligence (AI)?"},"content":{"rendered":"
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AI systems have been influencing our everyday lives for a long time, and it is impossible to imagine industry without them. Whether in manufacturing, logistics or quality control - they already complete many tasks faster than humans. But what can artificial intelligence do in the creative sector? Packaging designers also use the self-learning programmes and thus make time-consuming routine work easier.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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In recent months, ChatGPT has received a lot of media attention. AI was suddenly on everyone's lips. But whether we use voice assistants like Alexa or Siri, control our heating via the internet or have the optimal route calculated in our car - AI algorithms have long been in play in many places. The same is true in industry, because work processes are becoming increasingly complex. With its self-learning algorithms, artificial intelligence is able to complete some tasks significantly better and faster than humans<\/strong>.<\/p>

And the topic of artificial intelligence is also driving the creative industry. AI tools are already helping packaging designers to realise their ideas more quickly<\/strong> by taking over individual building blocks in the development process that previously had to be done by time-consuming employees. Designers are convinced that in the future it will no longer take months until a new package is on the shelf, but only a few weeks<\/strong>.<\/p>

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Good design needs the human spirit<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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The trend and packaging design agency WIN Creating Images<\/a> has already integrated artificial intelligence into its workflows. \u201eWe experience AI as an enriching support. It helps us to speed up work processes and gives us more time for strategic, conceptual thinking<\/strong> - in other words, what we love as creative people,\u201c says Patrick St\u00f6ppler, Head of Design at WIN. With AI image generators, he says, one can sketch initial ideas, which are then completed \u201eanalogue\u201c.<\/p>

\u201eBut to create a truly new design, you need the human mind. Creativity cannot be replaced by artificial intelligence. In our creative process, we pay attention to gut feelings and let ourselves be influenced by emotional perspectives. Brainstorming is about inspiring dialogue and thinking around corners, visionary thinking. Here, humans are still far ahead of the machine - and will remain so. Nevertheless, AI is of great use to us, a sparring partner, so to speak. We just have to use the tools correctly and must by no means regard artificial intelligence as an enemy.\u201c<\/p><\/blockquote>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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AI can take over individual building blocks in packaging development. (Image: Mutabor)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Like WIN, many agencies are currently looking for areas of application for AI. The possibilities are far from exhausted. \u201eDevelopment is taking a giant leap right now, it's revolutionary. But artificial intelligence only recombines existing information<\/strong>, there's nothing visionary about it,\u201d says St\u00f6ppler. At the moment, however, it is developing rapidly. \u201eThis is also scaring people right now, because the last leap with ChatGPT happened very quickly, and the topic is very much in the media,\u201c says Tim Gelzleichter, Lead Digital Transformation at WIN. \u201eYet it's actually a steady development that just feels so fast at the moment<\/strong>. AI is not suddenly appearing in our everyday work now. The development has been apparent for a long time, but companies are now using the tools more and more, and the results are so much better now than they were three quarters of a year ago. For example, we can now submit proposals for shooting templates in much less time.\u201c<\/p>

WIN is currently supporting its first food brand with the help of artificial intelligence. This is used, for example, to generate initial sketches for product presentations, which are then developed \u201eanalogue\u201c and then shot<\/strong>.<\/p>

\u201eFor AI to deliver useful results, we have to have concrete ideas. In the case of food packaging, for example, what the product presentation should look like. We have to provide ideas for the environment, perspective, light and much more in order to meet the brand positioning as well as the wishes and preferences of the consumers. So getting good results is not that easy. It doesn't work without conceptual thinking.\u201c<\/p>

Patrick St\u00f6ppler<\/strong><\/p><\/blockquote>

Artificial intelligence does not fix and finish a packaging design at the push of a button.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\"Made by humans\" must remain<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\u201eI don't think that artificial intelligence will replace humans in our field,\u201c says the creative director of the design agency Mutabor, Moritz Carstens. \u201eHumans do not think algorithmically, but emotionally and irrationally. Our intuition will remain important, because the machine can't do that.\u201c But in the future, a short description and a technical drawing could be enough, and an AI tool will develop detailed suggestions for a new packaging design<\/strong>.<\/p>

\u201eEverything will speed up with this. It will then no longer take a year for a product to reach the market. It will then be only a few weeks or even only days from the idea to the finished packaging, especially if digital printing machines are used. For me, this is the revolution that has failed to happen in packaging in recent years.\u201c<\/p><\/blockquote>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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WIN: When human creativity and artificial intelligence merge, great things can emerge. (Image: WIN Creating Images, generated with Midjourney)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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Mutabor<\/a> also works with AI systems, which are already an important part of the creative process for the agency. \u201eThe topic of artificial intelligence is moving the industry and, as a new tool, is naturally also driving the design industry. We will see many changes in the future. AI will simplify and speed up workflows<\/strong>. Through digitalisation, we've already had revolutionary changes in recent years, now everything is moving even faster, and we have to react to that,\u201c says Carstens. Until now, he claims that packaging design processes have still been relatively rigid, because once packaging has been produced, it cannot be changed again so quickly. \u201eA lot of work goes into the manufacturing process - from market research to quality control, it takes a long time, costs money and employs many people. AI can take over many individual building blocks here in the medium or even short term<\/strong>,Carstens concludes.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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For AI systems to work, they need a lot of data. But when it comes to data protection, users sometimes move into a grey area. Mutabor is therefore currently developing its own AI tools. \u201eWe hope to make licensing of image material possible in the future<\/strong>. Besides, we work with the highly sensitive data of our customers and have to be very careful what we feed the AI with. Our own tool offers the necessary security,\u201d says Carstens.<\/p>

Creative agencies that don't embrace AI will have problems in the future, says the designer. \u201eWe have to think now about how we adapt our business model in the future. I'm sure there are already the first agencies that only work with AI.\u201c To get staff fit, Mutabor organises workshops and hackathons internally.<\/p>

\u201eThe spread of AI systems will come very quickly. Already we can hardly keep up with the development. But we have to be careful not to devalue \u201amade by humans\u2018. In the end, AI should only make work easier, strengthen productivity and take over uncreative routine work.\u201c<\/p><\/blockquote>

But as is always the case with new technical developments, he says, people often think too pessimistically at the beginning. \u201eWe should draw innovation from AI and play with the possibilities of the tools<\/strong>.\u201c The designer is already using artificial intelligence wherever clients want it. \u201eAI is also a top marketing topic, and the hashtag AI clicks well.\u201c<\/p>

http:\/\/www.win-ci.com<\/a><\/p>

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More packaging news <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\"Tina<\/div><\/a>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\tA contract with a handshake is valid\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t
\n\t\t\tManaging director Tina Gerfer of Wilhelm Rasch Spezielmaschinenfabrik has modernised the company and successfully guided it through difficult times.\t\t<\/div>\n\t\t\n\t\t\n\t\t\tRead more \"\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/article>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\tAsynchronous servo solutions for the packaging industry\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t
\n\t\t\tFrom primary packaging to final packaging, electric drives play an important role. With a broad portfolio, Nord Drivesystems supports customers.\t\t<\/div>\n\t\t\n\t\t\n\t\t\tRead more \"\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/article>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\tLabel Durability\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t
\n\t\t\tLabels offer many functions which can get lost due to label removal. PTS assesses labels and cardboard for durability and tamper evidence.\t\t<\/div>\n\t\t\n\t\t\n\t\t\tRead more \"\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/article>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\tMore design for recycling for cosmetics packaging\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t
\n\t\t\tPackaging for decorative cosmetics is very special. The Forum Rezyklat calls for the recyclability of packaging to be taken into account when designing it.\t\t<\/div>\n\t\t\n\t\t\n\t\t\tRead more \"\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/article>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\tInnovation Barometer 2024\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t
\n\t\t\tAccording to a survey conducted by Aktionsforum Glasverpackung 2024 is set to be a highly innovative year for glass packaging.\t\t<\/div>\n\t\t\n\t\t\n\t\t\tRead more \"\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/article>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\tFlexible packaging system for natural cosmetics\t\t\t<\/a>\n\t\t<\/h3>\n\t\t\t\t
\n\t\t\tSustainability is part of Weleda's identity. IWK is also contributing to this with its new flexible packaging line for many natural cosmetic products.\t\t<\/div>\n\t\t\n\t\t\n\t\t\tRead more \"\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/article>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"AI systems have been influencing our lives. Packaging designers use the self-learning programmes and make time-consuming routine work easier.","protected":false},"author":1,"featured_media":85379,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"__cvm_playback_settings":[],"__cvm_video_id":"","rank_math_description":"AI systems have been influencing our life. Packaging designers use the self-learning programmes and make time-consuming routine work easier. ","rank_math_focus_keyword":"artificial intelligence,ai,deisgn","rank_math_title":"","csco_display_header_overlay":false,"csco_singular_sidebar":"","csco_page_header_type":"","csco_page_load_nextpost":"","csco_post_video_location":[],"csco_post_video_location_hash":"","csco_post_video_url":"","csco_post_video_bg_start_time":0,"csco_post_video_bg_end_time":0,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[1],"tags":[59512,59485,57579],"class_list":{"0":"post-83751","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-allgemein","8":"tag-english","9":"tag-mutabor","10":"tag-win-creating-images","11":"cs-entry","12":"cs-video-wrap"},"acf":[],"vimeo_video":null,"_links":{"self":[{"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/posts\/83751","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/comments?post=83751"}],"version-history":[{"count":0,"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/posts\/83751\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/media\/85379"}],"wp:attachment":[{"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/media?parent=83751"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/categories?post=83751"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/packaging-journal.de\/en\/wp-json\/wp\/v2\/tags?post=83751"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}