Insights

Artificial intelligence came into our lives a few months ago, just over a year, and it has already taken an important place, if not central, in the way we practice our profession.

As all innovations, it was important not to miss out. So we trained ourselves.

All metiers at Terre de Sienne have learned to work with almost continuous training, so much so that the trainers told us that we were the most advanced agency in the field (small pride).

At the beginning, we plunged into the AI bath so as not to get left behind, as everyone tried to dive into the metaverse before it disappeared as quickly as it came, struggling with their misunderstandings to succeed in making an offer...

And then we understood that properly used it is a tool at the service of the same magic as the software we have been using for decades: at the service of creation. And that is the most important thing.

So yes, society is not yet culturally ready to accept that the use of AI is a creative process as much as the fact of designing images with photo, video, 3D software... but that will come. We will accept that prompting is an art before the day the word enters the dictionary. Because yes, prompting is an art that only artists know how to use to create, in each of their specialties. And at that moment, we will understand that AI is not only a productivity tool but a new creative process, no less noble than the others.

But AI can't replace everything. If we have to choose, Terre de Sienne will always choose the human, the craft, the photographer and the director because that is how we want to practice our profession, because it is the meaning we give to our way of life quite simply.

But we will have to resolve to no longer oppose AI to crafts, everything will intertwine. Some agencies claim AI artists, what is this new profession? The truth is that art directors are still art directors and are integrating AI into the way they produce creations. The resulting emotion is not so much linked to the process as to the sensitivity of the person who creates, whether it is an idea, writing, still or animated images.

We are among those who think that artists must be protected... and that to protect them we must help them integrate this new tool. In the same way that we went from brush to computer, from collages to Photoshop.

The huge recent success of the beautiful movie “The Wolf” seemed to raise a wave of satisfaction due to the fact that it was not made using AI. But the movie Intermarkt did not perform because it was not made with AI, it performed because the creatives who made it had a great idea, wrote it accurately and produced it with a sensitivity that the world (badly) needs. If the studio creatives had prompted it, it probably would have looked just as good. And you know what? They probably wouldn't have taken less time to do it because AI requires precision, patience, patience and patience...

AI is not good for everything but our art directors are no less human when they use it, they just have a new tool to express themselves.

So Terre de Sienne will never be a full AI agency, it will remain a very human agency because power is nothing without sensitivity, technology nothing without the fragility in which the ability to create lies. But Terre de Sienne will not let pass up a tool that allows us to express ourselves with even greater capacities.

The future is hybrid.