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Designer Pau Garcia has has been dealing with artificial intelligence for the past few years years. Ann early adopter of OpenAIstartup that promotes generative AI, he said he was initially intrigued by AI but didn’t expect it to play a big role in his world.
“I was always told that the creative industry would be the last to be defeated by robots,” said Garcia, who co-founded Barcelona-based design firm Domestic Data Streamers in 2003. “But at the same time, I was really curious.”
Then, browsing the web one day, he came across a script for an episode of Rick and Morty that had been written from OpenAI’s large language patterns. That moment changed everything. “At that point I said, ‘Okay, this is very close to what I’m doing,'” he said. This prompted his journey into designing with AI generating tools like ChatGPT and DALL-E .
Garcia was ahead of the curve. Home data streamers are simple one of many companies with which he deals generative AI— the term for technology that generates new content such as text, visuals, code. Behind these more advanced versions of AI are startups like OpenAI and AI for stabilitythe latter of which makes the generative AI tool Stable Diffusion, as well as larger tech firms like Microsoft and Google.
Internal data streamers provide creativity services to clients that include the World Bank and the United Nations, charging between €70,000 ($74,890) and €250,000 ($263,890) per project. Over the past year, the firm has used generative AI in work for clients ranging from a European news channel to a prison in Italy.
So how does the company use AI?
Experimentation with ChatGPT and DALL-E
In a Google Meets chat, Garcia pulled up an Excel spreadsheet showing summaries of various projects. To quickly start the process of brainstorming client proposals, Garcia can enter keywords—like “climate change” or “sports”—into a Google Docs form. From there, the features he built on top of ChatGPT dump quotes from experts on the given topics into the spreadsheet.
Research for a project usually takes about two weeks but ChatGPT could cut that time frame in half, Garcia said. In the past six months, he has been training his more than two dozens of employees on how they can experiment and use ChatGPT and DALL-E in their methodologies.
While Garcia is quick to admit he’s an optimist, he understands why a pessimist might see generative AI in action and assume he’s about to lose his job. But he says the data he generates needs to be fact-checked, something he’ll be sure to remind his staff often.
“It is irresponsible to use this technology without understanding that it has a tendency to hallucinate and lie,” he says. He adds that his company has also implemented self-made Chrome integrations that find the source of the material on the Internet.
AI tools will change the way we work
Garcia recently spoke with FC Barcelona, who were curious about using AI to create advertising. But when Garcia explained how the language models behind generative AI tools like ChatGPT and DALL– Well are trained on images from the Internet, some of which may be copyrighted, the team hesitates.
Their trepidation is justified: In January, a group of artists filed a lawsuit against generative artificial intelligence makers Stability AI and Midjourney for deleting billions of images without consent for their models.
Still, the interest is high. Ever since Garcia joined Medium to write and publish articles Using AI in the creative industries last year business boomed, with home data streamers now receiving five times as many phone calls as six months ago.
Garcia believes the sudden surge of interest in his company is largely driven by the fear of missing out. He says companies are excited about this new AI and want to be able to say they used it in their projects, even if using it doesn’t change the bottom line all that much.
“We’re in this wonderful moment and together we’re exploring a new technology that’s obviously going to change a lot of things,” he says. “But it’s time to start thinking, well, why? If artificial intelligence is the answer, what’s the question?”
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