How can we use artificial intelligence to make space for human creativity? - Equator Design
29 August 2024

How can we use artificial intelligence to make space for human creativity?

Artificial intelligence (AI) has the potential to benefit the creative industry, offering new possibilities for innovation, collaboration, and productivity. But, used in the wrong way, it also poses a significant risk to the integrity of creative work. In this blog post, Brett Harris, VP of AI Enablement and Strategy at SGK – parent company of leading packaging design company Equator – shares the agency’s approach to exploring the capabilities and limitations of artificial intelligence.

Much has been made of the threat posed by artificial intelligence to the creative industries, so it’s hardly surprising that some resistance to this technology exists. But, as the saying goes, ‘Minds are like parachutes; they only function when they are open’. So, at Equator, we have opened ours and started experimenting with AI. Through a cautious, inquisitive approach, we hope to better understand this technology, harness any efficiency gains it may offer and mitigate any risks it may pose.

We are exploring potential benefits across four key areas: consumer insights, creative exploration, quality control, and production processes. Our experience so far reveals that, while there are several issues to be ironed out – from hallucinations and poor treatment of brand equity to copyright and confidentiality concerns – AI does provide ways to cut through more mundane, process-driven tasks. This frees up our teams to do the valuable creative thinking and unique creative work that are so intrinsically human.

 

Consumer insights: unlocking the power of data

At Equator, we prioritise understanding our consumers to uncover creative insights and help us measure the impact of our creative work. By exploring the use of AI in consumer insights, we are testing ways we can leverage it to analyse consumer data, including demographics, preferences, behaviour, and feedback, to generate valuable insights that inform our creative strategy and execution. Additionally, we are starting to employ computer vision and sentiment analysis to evaluate the effectiveness of our creative output, such as images, videos, or ads, and map it to consumer responses and sales performance. This data-driven approach will enable us to continuously optimise and refine our creative work, ensuring maximum impact.

 

Creative exploration: a world of possibilities

Generative AI design and language tools are opening up new horizons for creative exploration. By leveraging this cutting-edge technology, we envision generating variations of our original creative concepts and quickly bringing moodboards to life, allowing us to mine images faster than ever before. This approach would empower us to build on our ideas and test different options swiftly before developing the final creative through our traditional studio model, which also safeguards our clients’ IP. While we are still exploring these possibilities, early feedback from our creative teams suggests that they appreciate the potential of generative AI to enhance their focus on higher-value inputs and strategy around design, as well as aiding in real-time ideation. Crucially, our creative teams will always be in control, making decisions and driving the creative process.

 

Quality control: ensuring consistency and accuracy

Consistency and accuracy are paramount in the creative industry, and we’re exploring how AI can help us uphold these standards at Equator. We are developing innovative AI solutions to compare our creative output against briefs and previous projects, ensuring alignment and maintaining high standards. This proactive approach allows us to refine our work continuously, enhancing the overall quality.

 

Production processes: streamlining and automating

AI is proving to be a valuable tool in streamlining tasks within the production process, such as in-painting, generative fill, colour correction, object placement, upscaling, and even pre-press functions. These processes involve manipulating and enhancing images, videos, or other media, and can be time-consuming. We are actively testing how AI can assist our teams in working through these tasks faster and more efficiently while maintaining high-quality standards. Crucially, our creative teams remain in control, directing and managing the AI output to ensure it aligns with our vision and requirements. We believe this approach will eventually allow us to scale up our production capacity, enabling us to meet the ever-increasing demands and expectations of our clients.

 

Artificial and human intelligence: a partnership

At Equator, we are excited to continue exploring both the opportunities and challenges presented by AI, using it as a tool to enhance our creative process, ensure quality and consistency, and streamline our production processes. We believe that AI is not a threat to human creativity but a partner that can shoulder lower-value, process-driven work to make room for creatives to do what they do best. Of course, there are considerations around its safe use, and we have focused on ensuring data protection, the commercial rights to use these AI models, and alignment with our AI policy. Most importantly, we are committed to being transparent on the use of generative AI tools and ensuring that as necessary we have our client’s alignment before using them for publishable work. With these guardrails in place, we are optimistic about a future where AI and human creativity work in harmony, delivering exceptional results for our clients.

For more information on how Equator’s creative teams can help you realise your packaging design and branding ambitions, get in touch.

More Insight

View All
Be the change: Fairtrade by design

Be the change: Fairtrade by design

30 September 2024 30/09/24

Be the change: Fairtrade by design

As the dust settles on Fairtrade Fortnight – an annual celebration of all things Fairtrade and an important reminder of how fairer trade supports farmers in low-income countries – we have been reflecting on how our work helps brands amplify the life-changing impact of these products. And it really is life-changing; by shopping Fairtrade, consumers […]

Read More
Origin Story: Using illustration to convey product provenance

Origin Story: Using illustration to convey product provenance

05 September 2024 05/09/24

Origin Story: Using illustration to convey product provenance

 When it comes to consumer perception, there is a strong association between provenance and quality. While there are many ways to convey product provenance, illustration is one of the most visually striking and evocative, creating a sense of place often without using a single word. In this post, we explore the power of illustration and […]

Read More
How can we use artificial intelligence to make space for human creativity?

How can we use artificial intelligence to make space for human creativity?

29 August 2024 29/08/24

How can we use artificial intelligence to make space for human creativity?

Artificial intelligence (AI) has the potential to benefit the creative industry, offering new possibilities for innovation, collaboration, and productivity. But, used in the wrong way, it also poses a significant risk to the integrity of creative work. In this blog post, Brett Harris, VP of AI Enablement and Strategy at SGK – parent company of […]

Read More
Pride or Profit: The Difference Between Rainbow Washing & True Allyship

Pride or Profit: The Difference Between Rainbow Washing & True Allyship

22 August 2024 22/08/24

Pride or Profit: The Difference Between Rainbow Washing & True Allyship

At Equator, we recognise the profound impact of visual storytelling through design. Effective graphic design transcends aesthetics; it embodies the core values of the brand it represents. During the summer, when Pride celebrations dominate cities around the globe, the marketplace often transforms into a vibrant display of rainbow-themed packaging, signalling support for the LGBTQ+ community. […]

Read More
The importance of a seamlessly connected brand journey

The importance of a seamlessly connected brand journey

18 July 2024 18/07/24

The importance of a seamlessly connected brand journey

For brands today, stand-out packaging needs to be an integral part of the broader marketing strategy. In this article, Equator’s Executive Creative Director Howard Wright runs through the key elements to consider, explaining how product packaging and photography can be created for and rolled out across multiple touchpoints – from social media to physical advertising […]

Read More
A colourful collaboration: how Equator created an art therapy colouring book for Lemons of Love

A colourful collaboration: how Equator created an art therapy colouring book for Lemons of Love

09 July 2024 09/07/24

A colourful collaboration: how Equator created an art therapy colouring book for Lemons of Love

Creativity and care intersect at many points. Equator’s Culture Club found a unique opportunity at exactly one of those intersections to bring the team together for a passion project designed to support the outstanding work by Lemons of Love to provide programs for those impacted by cancer in our communities. Equator’s employee-led ‘Culture Club’ provides […]

Read More
How to win over the ‘zero consumer’

How to win over the ‘zero consumer’

19 June 2024 19/06/24

How to win over the ‘zero consumer’

In 2023, McKinsey wrote about the rise of the ‘zero consumer’. These omnichannel shoppers scrimp in some categories and splurge in others; exhibit low loyalty to brands, products, and retailers; and prioritise values, including sustainability, when making purchasing decisions. In this blog post, we look at how brands and retailers can incorporate the ‘zero consumer’ […]

Read More
Equator achieves record-breaking result at 2024 Vertex Awards

Equator achieves record-breaking result at 2024 Vertex Awards

23 May 2024 23/05/24

Equator achieves record-breaking result at 2024 Vertex Awards

We’re still in the midst of our victory lap after bagging an incredible 17 private brand design wins at this year’s Vertex Awards! Yes, you read that right – seventeen! It’s our biggest haul ever, and we couldn’t be prouder. The awards are split across eight retailers and span three continents, showcasing both our global […]

Read More
Unveiling the Future: Top Five Design Trends Transforming Retail Brands in 2024

Unveiling the Future: Top Five Design Trends Transforming Retail Brands in 2024

07 May 2024 07/05/24

Unveiling the Future: Top Five Design Trends Transforming Retail Brands in 2024

As we journey further into 2024, the design landscape for retail continues to evolve with cutting-edge trends that are reshaping brand aesthetics. Our team, comprised of photographers, videographers, graphic designers, and brand strategists, has delved into the near future to identify the top five design trends poised to make a significant impact. From sustainable packaging […]

Read More
Exploring the Culinary Delights Shaping Our Food Choices

Exploring the Culinary Delights Shaping Our Food Choices

04 April 2024 04/04/24

Exploring the Culinary Delights Shaping Our Food Choices

As we find ourselves immersed in the fourth month of 2024, the culinary journey of this year has been nothing short of a gastronomic odyssey. April unfolds as a chapter rich with the flavours and trends that have intricately woven themselves into the fabric of our food choices. Casting a retrospective gaze, let’s savour the […]

Read More
Celebrating Together: Equator’s Milestone with West Michigan and Minneapolis Offices Integration

Celebrating Together: Equator’s Milestone with West Michigan and Minneapolis Offices Integration

05 March 2024 05/03/24

Celebrating Together: Equator’s Milestone with West Michigan and Minneapolis Offices Integration

Hello to our incredible community! We’re thrilled to share a momentous update straight from the heart of Equator. A few months back, we embarked on a transformative journey, integrating West Michigan and Minneapolis into our family. This monumental move has significantly impacted our in-house capabilities and doubled our reach in the dynamic landscape of the […]

Read More
Navigating the Refrigeration Divide: Exploring Ambient Crossovers in Brand Expansion

Navigating the Refrigeration Divide: Exploring Ambient Crossovers in Brand Expansion

16 February 2024 16/02/24

Navigating the Refrigeration Divide: Exploring Ambient Crossovers in Brand Expansion

In the ever-evolving landscape of consumer goods, brands are continually seeking innovative ways to expand their offerings and capture new market segments. A notable trend in recent times is the crossing of the refrigeration divide, where brands traditionally associated with chilled products explore opportunities in the ambient space. One compelling example of this is Tropicana’s […]

Read More
The Evolution and Future of Plant-Based: Navigating the Peaks and Valleys

The Evolution and Future of Plant-Based: Navigating the Peaks and Valleys

02 February 2024 02/02/24

The Evolution and Future of Plant-Based: Navigating the Peaks and Valleys

Has Plant Peaked? In recent years, the plant-based movement has experienced a surge in popularity, with an increasing number of consumers embracing a plant-centric lifestyle. However, as with any trend, questions arise about whether plant-based has peaked and what lies ahead for this burgeoning market. In this blog post, we’ll explore recent fluctuations in customer […]

Read More
2023 ‘unwrapped’ – another year of creativity and change

2023 ‘unwrapped’ – another year of creativity and change

02 January 2024 02/01/24

2023 ‘unwrapped’ – another year of creativity and change

With 2024 finally upon us, it comes a time to look back and reflect on another fantastic year we have had at Equator. While not everyone may be up to speed with the endeavours of our collaborative creatives over the last twelve months, fear not – now is your chance to catch up! In this […]

Read More
What is Sunrise 2027 and how can brands prepare for it?

What is Sunrise 2027 and how can brands prepare for it?

19 December 2023 19/12/23

What is Sunrise 2027 and how can brands prepare for it?

Throughout history, finding new and better ways of doing things has been a driving force for innovation. Not much is immune to optimisation, which is why it’s so strange to see things remain unchanged for decades. Funnily enough, one of those things is the barcode – specifically, the Universal Product Code (UPC), which has been […]

Read More
People Power and Private Brand – Global Creative Director Michael Duffy’s End of Year Review

People Power and Private Brand – Global Creative Director Michael Duffy’s End of Year Review

06 December 2023 06/12/23

People Power and Private Brand – Global Creative Director Michael Duffy’s End of Year Review

With the end of the year fast approaching, I’ve found myself reflecting on the experiences we’ve had over the past 12 months; from the projects we’ve worked on to the trends we’ve observed. I wanted to take this opportunity to share a few insights, including the developments we’ve seen in the world of private brand, […]

Read More
Tidings of Comfort and Joy: Our Predictions For This Year’s Festive Trends

Tidings of Comfort and Joy: Our Predictions For This Year’s Festive Trends

13 November 2023 13/11/23

Tidings of Comfort and Joy: Our Predictions For This Year’s Festive Trends

At Equator, we use every tool at our disposal to identify, analyse and predict seasonal trends. It helps us track and plot how they evolve year on year, giving our clients an edge when it comes to creating seasonal designs that sparkle on shelf. Last year, before summer had even drawn to a close, we […]

Read More
What pet food trends should producers focus their development efforts on in 2023/24?

What pet food trends should producers focus their development efforts on in 2023/24?

04 September 2023 04/09/23

What pet food trends should producers focus their development efforts on in 2023/24?

As a design agency that frequently handles innovative pet food packaging projects, our team turned its attention to the pet food trends producers need to know, to stay ahead of the pack. In this blog post, you’ll find all of our insights consolidated into an easily digestible format (uh oh, we’re drifting into on-pack parlance) […]

Read More
Previous Slide Next Slide