The ability to generate an image in seconds makes me think about which part of creative work deserves more attention. When we have many proposals in front of us, we need to explain why one works for what we want to communicate.
From my perspective as part of Scientika's creative team, an image needs to have a clear relationship with the idea it accompanies. It can be attractive and well composed, but that still leaves open questions: does it help people understand the topic? Does it adequately represent the people we are talking about? Could it suggest something the information does not support?
With artificial intelligence, these questions are part of the judgment I believe we should work with. A scene can seem convincing and, at the same time, rely on a generic representation of a community or present as a photograph something that never happened.
That is why I am interested in thinking about selection as a creative responsibility. Choosing means reviewing details, recognizing what is missing and deciding when a proposal needs changes. It also means being able to discard a visually accomplished image if its message is confusing.
I believe there is an opportunity here for those of us who work in communication: devoting more attention to the intention and context of each piece. Tools expand our production possibilities; it falls to us to give them direction. The value of an image depends on what it allows people to understand and on the honesty with which it represents its subject.
