Impact of AI on Visual Creation
Impact of AI on Visual Creation
Artificial intelligence (AI) is redefining visual creation, making processes faster and more efficient while offering unprecedented opportunities to designers and agencies. In Switzerland, 65% of companies are already using AI, contributing to significant economic growth. However, this revolution comes with challenges such as job loss (-17% in image generation) and ethical issues.
Key Points to Remember:
- Advantages: Automation of repetitive tasks, advanced personalization, cost reduction.
- Challenges: Skill obsolescence, intellectual property, technological dependence.
- Key Figures: AI could add 92 billion CHF to the Swiss GDP by 2030, with increasing adoption in agencies and creative industries.
Summary: AI enhances human capabilities but requires rapid skill adaptation and ethical reflection to balance automation and creativity.
Development of AI in Visual Content Creation
Key Technological Advances
Generative Adversarial Networks (GANs), like BigGAN, have revolutionized high-resolution image creation. These networks operate through a competitive dynamic between two systems: one generates images, while the other evaluates them.
A significant event in this field was the auction of the “Portrait of Edmond de Belamy” at Christie's in October 2018. This artwork, created by AI, was sold for over $432,000, highlighting both its artistic potential and commercial value.
Diffusion models embody a new era in visual creation. Unlike GANs, these models offer better stability and produce more diverse visuals, avoiding the repetitive patterns often associated with previous approaches.
Natural Language Processing (NLP) also plays a central role, enabling machines to understand and interpret textual instructions to generate images. Tools like DALL·E and Midjourney rely on this technology.
The numbers illustrate the scale of this revolution: for example, the Stable Diffusion platform has generated over 12.5 billion images since 2024. Meanwhile, the global generative AI market, estimated at $10.3 billion in 2022, could reach $136 billion by 2031.
Adoption in Swiss Creative Industries
With these advancements, AI tools are concretely transforming practices in creative industries in Switzerland. According to Ozge Demirci, a researcher at Harvard Business School, the introduction of ChatGPT and generative AI technologies marked a “major technological shock.”
Swiss design agencies are adopting these tools to automate repetitive tasks, improve visual quality, or create new images. These technologies can reduce creation time by 80%, according to some estimates.
In the media sector, AI is used to suggest headlines or draft articles. Some companies are also exploring image generation to optimize their processes and reduce costs.
“Generative AI has caused one of the biggest technological shocks of recent times. It is inevitable that it will have repercussions on individuals and businesses.”
– Ozge Demirci, Researcher at Harvard Business School
Despite the challenges, Switzerland is well positioned to benefit from this transformation. The country could see an 11% increase in its GDP thanks to AI, a figure that places it at the top of European nations.
Multi-modal systems, capable of processing text, images, audio, and video simultaneously, mark a promising evolution. These tools open up new perspectives for Swiss creators: transforming complex reports into videos or converting policies into podcasts is now possible.
“AI is not here to replace human creativity – it is here to amplify it. By managing repetitive and time-consuming tasks, AI frees up creators to focus on what truly matters: ideas, storytelling, and originality.”
– Krishnesh Nair, Founder & CEO, Lurny
Impact of AI on Creative Workflow
Automation of Repetitive Tasks
Artificial intelligence is changing the game in creative processes by handling repetitive tasks that previously took up a significant portion of designers' time. Now, tools can resize images, remove backgrounds, or generate content variations in just a few clicks.
In Switzerland, it is estimated that 45% of working time is influenced by generative AI. Some companies, like those using TextCortex, report that their employees save an average of three days of work per month thanks to these technologies.
These automation platforms easily integrate with existing tools, often via APIs or no-code solutions, allowing for the automation of an entire creative process, from initial idea to final product. Some concrete examples illustrate this transformation: Bagelstein automated its displays in 80 outlets, MyJobGlasses generated over 2,000 registrations through dynamic images, and DeinDeal increased the speed of its product integration tenfold.
“This significantly reduces the time needed to create graphics, helping me be more productive and efficient in my workflow.”
– Niki D, Web Designer
Dedicated tools are also proliferating. For example, Adobe Express offers an AI-powered tool to instantly remove backgrounds from photos, while Mokker AI provides an intelligent solution to replace product photo backgrounds.
These advancements pave the way for modern approaches, such as text-based creation.
Transition to Prompt-Based Creation
Alongside automation, a new method is emerging: prompt-based creation. This approach allows designers to generate visuals from natural language instructions, speeding up ideation phases and unlocking new creative opportunities.
In Switzerland, many agencies are exploring these tools to optimize their processes. With this method, it becomes possible to quickly produce visual concepts, explore different artistic directions, and test multiple variations without starting from scratch each time.
However, this practice requires new skills. Crafting effective prompts and understanding the capabilities of AI models have become essential, necessitating continuous learning and regular experimentation.
Balancing Automation and Human Creativity
With automation and text prompts, the challenge now lies in balancing technology and human creativity. AI excels in rapid execution and multiple trials, while designers bring strategic vision and critical thinking.
Agencies that successfully navigate this transition use AI to generate drafts, alternatives, or background elements, freeing up time for more strategic tasks. An effective method involves starting from an idea or sketch, then leveraging AI to develop suitable visuals.
“We have empowered our marketing team in asset creation. By encouraging them to create their visuals, we have transformed our entire creative process.”
– Flore L, Creative Resource Manager @BackMarket
By personalizing AI tools with brand-specific data, such as previous work or a defined visual style, results become more consistent and aligned with the company's identity. However, excessive reliance on these tools can lead to a loss of personal creativity and a decrease in critical thinking. Establishing clear boundaries between what AI can accomplish and what requires human intervention is crucial.
“AI should amplify your creative voice, not replace it. At Educational Voice, we teach animators to maintain their artistic signature while letting technology handle repetitive production aspects.”
– Michelle Connolly, Founder of Educational Voice
Finally, being transparent about the use of AI enhances client trust. In a context where ethical design is increasingly valued, positioning AI as a complementary tool rather than a substitute for human creativity becomes a strategic advantage.
AI Adoption: Benefits and Challenges in Switzerland
Benefits for Swiss Designers and Agencies
In Switzerland, artificial intelligence (AI) opens impressive economic prospects for the visual creation sector. Studies show that widespread adoption of generative AI could contribute up to 92 billion CHF to the GDP by 2030. This would represent an 11% GDP increase, positioning Switzerland as a European leader in this field.
One of the major advantages of AI is the automation of repetitive tasks, freeing up designers to focus on more strategic and creative aspects. It also enables user behavior analysis, making personalized designs and prototyping phase optimization possible. Additionally, AI helps improve accessibility by automatically identifying common design issues.
“For many highly exposed professions, it is not certain that they will be completely replaced, provided that workers can use AI to their advantage and work better.”
– Christian Gschwendt, Researcher at the University of Bern
However, despite these advantages, it is essential to consider the challenges and risks associated with increased AI adoption in the sector.
Challenges and Ethical Questions
While the economic benefits are undeniable, the use of AI raises significant ethical and professional challenges. One immediate impact concerns jobs. A study revealed that just eight months after the arrival of ChatGPT, one-fifth of writing and programming positions had disappeared. In the visual field, jobs related to image generation decreased by 17% over the same period.
Intellectual property issues are another obstacle. Many creators are concerned about the unauthorized use of their works to train AI models, as well as the risks of unintentional plagiarism in generated content.
The quality of generated content remains a major challenge. As explained by Martina Huber, an independent science journalist:
“AI does not understand the concept of truth – a human will always need to verify the accuracy of facts.”
This constant verification can hinder some creative processes, despite the productivity gains offered by AI.
Another point of concern is skill obsolescence. Generative AI particularly affects highly skilled professionals, unlike manual jobs. This phenomenon leads some workers to accept salary cuts of up to 20% for less automation-exposed positions.
“Generative AI has caused one of the biggest technological shocks of recent times. It is inevitable that it will have repercussions on individuals and businesses.”
– Ozge Demirci, Researcher at Harvard Business School
Comparative Table: Advantages and Disadvantages of AI in Visual Creation
AI in visual creation offers interesting opportunities, but it comes with challenges that require a balanced approach between innovation and responsibility.
| Advantages | Disadvantages |
|---|---|
| Economic growth: +92 billion CHF to GDP by 2030 | Job displacement: -17% of jobs in image generation |
| Automation of repetitive tasks: More time for creativity | Intellectual property issues: Unauthorized use of works |
| Advanced personalization: User behavior analysis | Need for constant verification: AI does not know the truth |
| Rapid prototyping: Automatic generation of variations | Skill obsolescence: Threat to specialized professionals |
| Improved accessibility: Automatic detection of issues | Technological dependence: Risk of loss of creative autonomy |
| Cost reduction: Process optimization | Training costs: Need for new technical skills |
In Switzerland, nearly three-quarters of respondents to a survey conducted by the Digital Society Initiative at the University of Zurich are willing to entrust certain tasks to AI, especially those performed by teachers, web designers, and journalists. This increasing public acceptance contrasts with professional concerns, highlighting a gap between market expectations and the reality of the creative sector.
Future Role of Visual Designers and Agencies
Skills Development and Role Evolution
Artificial intelligence profoundly transforms the expectations and skills required for graphic designers, placing greater emphasis on technical mastery and creative strategy. In Switzerland, this evolution encourages designers to acquire new expertise to remain competitive in an ever-changing environment.
New roles are emerging, such as AI-assisted design specialists or data-driven design experts. These roles combine traditional design skills with a deep understanding of AI, highly sought after in key sectors of the Swiss economy. The art of creating effective prompts becomes an essential skill, allowing designers to collaborate harmoniously with generative systems. This requires constant adaptability and a commitment to continuous learning.
“The key to the future of design lies in the collaboration between human intuition and AI capabilities. Together, they can create something greater than what each could achieve alone.”
– Andrew Ng, Co-founder of Google Brain
Automating repetitive tasks frees up designers to focus on innovation and more creative projects. Additionally, technical skills are evolving: mastery of 3D design software, animation, and augmented reality becomes essential. A diverse portfolio, illustrating the ability to work on different media, is now a major asset. These changes redefine the role of designers while placing humans at the center of creative advances.
Importance of Human-Centered Design
To balance automation, human-centered design remains essential. The HCAI (Human-Centered AI) approach emphasizes the predominant role of humans in collaborating with AI. The goal is to create systems that enhance human capabilities without diminishing their autonomy.
Designers must now master skills such as psychological understanding, active listening, and increased sensitivity to various cultural contexts. These abilities enable the design of experiences that emotionally engage users, an area where human intuition remains irreplaceable.
While AI can offer advanced behavioral analysis, it is human interpretation of data that transforms this information into truly impactful designs. A 2023 survey by Gartner shows that 85% of companies using AI see notable improvements in their personalization efforts.
Agencies, on the other hand, must develop advanced collaborative interfaces, combining multimodal interaction technologies to foster smooth cooperation between humans and AI. This approach ensures that humans retain a decision-making role, especially in critical situations where their judgment remains essential.