»We are always finding some use case for AI«: Interview mit FIELD.IO

London and Berlin-based design studio FIELD.IO is no stranger to fans of generative design and data art. It specialises in visual storytelling, emotional and interactive branding, data visualisation and immersive experiences on a high technical and creative level.

Their clients include Meta, Nike and IBM. With a strong research approach the team of around 35 is constantly developing new forms of brand experience, storytelling, creative expression.

We spoke to Xander Marritt, Executive Creative Director of FIELD.IO about how AI ​​is emerging in the design industry, how agencys can use AI to improve workflows and what designers need to learn to be prepared for the future.

What are you working on at the moment and how do you utilise AI in the project?

Xander Marritt: We utilise AI and machine learning to enhance client projects on a consistent basis. On Running uses AI vision to allow us to track interaction within more confined spaces. A recent research project, LEGO Foto focuses on finding new ways for people to engage with brand IP through AI.

Many of our systems projects use AI to understand imagery, generate data stories and images based on data and community. Deep Time is a commission that visualises simulated worlds using the technology. We are always finding some use case for AI to help within our pipeline, from computer vision and analysis to generation and rendering.

Is AI just hype or is it here to stay?

AI is often used as a catch all term for many technologies that are already becoming deeply embedded in the devices and programs we use on a daily basis. It’s not perfect yet, but I believe it’s here to stay, as we see more accessible tools come to market we should start to see much higher adoption and use.

What will the aesthetics of the future look like?

Aesthetics is a constantly evolving landscape. With freedom for wild ideas and more access to creative technologies we are seeing people push these boundaries into wilder and more experimental forms – and at the same time we see a consistent move to calmer spaces and interfaces. Technology will continue to inform new experimentation and aesthetics as we see explorers exploit the tools of AI and spatial computing. I think we will see a closer merging of the physical and digital spaces.

How have generative AI tools evolved? What can they do and what can’t?

Generative AI is moving at an alarming rate, every month we are seeing better results. Just when people start talking about limitations something comes along to blow it out the water. There still are very clear limitations but I expect many of those to be broken over the next few years.

I think what AI can do is reduce much of the technical ability required, improve the quality and speed of output and empower creators to elevate their individual ideas to thrive. AI still needs a reason to make something, it still needs the human experience to create something that really makes you feel.

Its biggest limitation is probably originality – Just like humans AI is limited by its experiences, our experiences and thoughts evolve and change every second. Even when interacting with an AI or writing something down we are receiving back new information and making new connections with feedback and understanding. We are unique, dynamic and so can guide unique ideas, AI only knows what it was trained on, it can’t receive true experience.

How do you use (generative) AI in everyday design processes?

We often use AI to improve ideation workflows and create speedy mockups and renders. It can be a tool to collect your thoughts and feed them back to yourself. It can be used when you are stuck and need something to bounce off.

Which AI tools do you currently use in your workflows?

We use Chat GPT and other LLMs, Stable Diffusion, Mid-journey, Image Recognition and other AI video analysis tools.

How do you explain AI to clients? Are they open to experimentation?

Clients are very interested and excited about AI, however they are also cautious. It’s important to see AI as a tool to help improve existing workflows or something that creates new opportunities for experiences that could not be achieved without, this is where it shines the most. If you can answer those issues and reassure the client of how, it usually is well received.

How will creation and design develop because of AI?

We will see AI integrated into many of the tools we already use such as Adobe Firefly in photoshop and we will also see brand new AI suites and tools such as the Runway video features. I think for most designers the tools will naturally come to you when they are ready to be adopted on a large scale.

What skills will designers need in the future?

In the short term, technically, those who learn how to harness and work alongside these tools will be able to capitalise on the streamlined workflows it affords them.

Long term designers will always need to be able to tell a story, visually and emotionally. Creativity is about communication and connecting to people. Understanding what is good and what is not. Your taste, ideas and execution will always matter the most. AI should enable creatives with those skills to imagine much larger scale projects.

Do you have any tips for designers how to start with AI?

Start by finding ways to just enhance the workflows you already have. Use it to brainstorm and find new visual and written ideas.