This article was based on the interview with Paul Thompson of Cloudinary by Greg Kihlström for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Generative AI is revolutionizing image workflows and enhancing the capabilities of production teams. Similar to the early days of the internet, where promises were made about its potential, generative AI is currently in its infancy but shows tremendous promise for the future.
One of the core promises of generative AI is the ability to enhance workflows and allow production teams to work faster. This technology has the capability to perform complex image editing tasks that would typically require highly skilled production artists. Tasks such as recoloring images, removing objects seamlessly, extending images, and clone stamp tool work can now be accomplished with generative AI. These tasks were previously extremely difficult and time-consuming, but with generative AI, they can be done efficiently and effectively.
While generative AI may not be able to achieve 100% accuracy in every instance, it can still get a good percentage of the way there. This means that production teams can rely on generative AI to handle a significant portion of the workload, lightening their burden and allowing them to focus on other important tasks.
Generative AI also enables the creation of new images from originals, catering to the needs of customization. This eliminates the need for expensive reshoots and allows brands to create variants of products at scale. For example, generative AI can recolor a pair of shoes from black leather to brown leather, a task that would typically require a skilled production artist. This ability to create customized images based on user demographics or preferences enhances the shopping experience and eliminates the need for costly and time-consuming reshoots.
Furthermore, generative AI allows for the creation of helpful images that assist users in experiencing products in new ways. For instance, background images can be changed, paint colors can be applied, and furniture can be placed in photos of living rooms. This level of customization and personalization helps customers visualize products in their own spaces, making the shopping experience more relevant and meaningful.
Generative AI also has an accessibility component. It can provide automated captioning for images, making them accessible to individuals with visual impairments. Additionally, generative AI can improve search engine optimization (SEO) by contextually describing images, making them more findable and enhancing their accessibility.
Generative AI is revolutionizing image workflows by enhancing production team capabilities, streamlining tasks, and enabling the creation of personalized and customized images. It democratizes image editing by allowing individuals without advanced skills to work with images and create content. It also improves the shopping experience by making images more relevant and meaningful to customers. With the integration of generative AI, brands can optimize image quality, loading times, and customization, driving sustainable growth in the highly competitive e-commerce landscape.
