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1、A 2024 guide for marketersA Quad Insights white paperGenerative AI and CGI for brand imageryNow with an advanced 3D scanning updateGenerative AI and CGI for brand imagery2IntroductionMarketing goalsServing brand valuesCopyright complicationsProceed with cautionEducation and policiesEvolving legal la

2、ndscapeQ&A3D scanningGenerative AI and CGI for brand imageryIntroductionIn the year since we released the 2023 edition of this guide,generative AI(artificial intelligence)has provoked plenty of very real and very human reactions and emotions,including:Continuing wonder at the current capabilities of

3、 the technology and astonishment at the possibilities(see,for instance,text-to-video generators including OpenAIs Sora and Luma AIs Dream Machine).Rising unease,particularly among members of the creative community many of whom see generative AI as a job-destroyer and a general public that is increas

4、ingly seeing disturbing uses of the technology(see pages 67).Growing consumer and workplace acceptance at a basic level,as generative AI tools have increasingly been incorporated into mainstream products and platforms,including those from Adobe,Apple,Google,Meta and Microsoft.Continuing concerns abo

5、ut the legal issues surrounding the intellectual property(IP)on which generative AI platforms are trained(see page 5).A sort of giddy“gold rush”sensibility among tech investors,who poured almost$50 billion into AI-related startups in 2023,according to Crunchbase.All of those realities have combined

6、to create a feeling of whiplash among marketers,who are expected to somehow both continue to embrace this emerging technology while also exercising extreme caution.Whats the right balance for brands?To help answer that question,weve put together this white paper.As a marketing experience(MX)company

7、that works with more than 2,700 brands across every conceivable vertical(from retail and CPG to fashion and healthcare),Quad has been deploying AI technologies across marketing applications including data analytics and offer optimization for years.This report,though,specifically focuses on the visua

8、l side of the generative AI equation.Deploying generative AI for marketing image creation in a responsible manner means that marketers need a clear-eyed view of both the possibilities and the pitfalls.Toward that end,this report includes:Big-picture guidance in the form of a rundown of the six most

9、important considerations for marketers who are using,or plan to use,generative AI to create brand/marketing imagery.An interview with Jimmy Richardson,Group VP,Studio&Creative at Quad,an expert on the use of generative AI and related computer-generated technologies for marketing imagery.A section co

10、vering the use of next-gen 3D scanning technology.2Generative AI and CGI for brand imagery3IntroductionMarketing goalsServing brand valuesCopyright complicationsProceed with cautionEducation and policiesEvolving legal landscapeQ&A3D scanningThe fact that the user interfaces of both verbal and visual

11、 generative AI platforms are typically simple to start using means that anyone can quickly derive some value or at least the illusion of value from them.We say illusion because,remember,the“A”in“AI”stands for“Artificial”generative AI platforms are merely mimicking human intelligence and imagination.

12、In the visual realm,generative AI platforms are good at appearing to be creative or artistic,which of course is different from actually being creative or artistic.Essentially,theyre channeling and remixing creativity creative assets that already exist on the internet.(More on that on page 5.)Now,con

13、sider the extent to which brands everywhere have been touting their“authenticity,”and its not hard to imagine marketers facing a collision course if they rush into deploying tools that are,by definition,faking it.In an April post headlined“5 brands restricting AI in their marketing,”Ad Ages Asa Hike

14、n writes about how“brands in fashion,cosmetics and entertainment have drawn lines in the sand,”including LOral,which is“prohibiting using AI to depict human hair or skin tones,”and Unilevers Dove,which has“pledged to never use the technology to depict real humans in its advertising because of the un

15、realistic ways in which AI tends to portray beauty.”(The other brands covered in the story are Lego,H&M and Thinx.Keep reading here.)Gartner saw this coming.In a December 2023 list of“predictions for 2024 and beyond,”the tech research firm declared,“By 2027,20%of brands will lean into positioning an

16、d differentiation based on the absence of AI in their business and products.”As Emily Weiss,Senior Principal Researcher in the Gartner Marketing Practice,put it:“Mistrust and lack of confidence in AIs abilities will drive some consumers to seek out AI-free brands and interactions.A subsection of bra

17、nds will shun AI and prioritize more human positioning.This acoustic concept will be leveraged to distance brands from perceptions of AI-powered businesses as impersonal and homogeneous.”For those brands that are continuing to explore and use AI,though,a key goal is surely about saving money it is,a

18、fter all,an automation tool but that desired outcome must be balanced with an unwavering commitment to the core brand mission.“Intentional control of the brand image is what great brands understand,”says Quads Richardson.“Its a crapshoot with generative AI youre looking for a reduction of costs by h

19、aving a hit-or-miss scenario in place.What big brands and retailers want is consistency and brand control.Because thats what theyre built on.”1.First,ask how deploying generative AI might or might not serve your brand valuesGenerative AI platforms are good at appearing to be creative or artistic,whi

20、ch is different from actually being creative or artistic.Generative AI and CGI for brand imagery4IntroductionMarketing goalsServing brand valuesCopyright complicationsProceed with cautionEducation and policiesEvolving legal landscapeQ&A3D scanningWhen it comes to generating visual assets for brands,

21、reducing costs and automating workflow are worthy and achievable goals.In fact,helping brands achieve those goals is the primary mission of Quads MX:Creative offering a central part of the overall Quad suite of solutions.Quad has studio locations across the U.S.and the world from Sussex,Wisconsin to

22、 Dallas to Hong Kong.Each of those locations is staffed with teams of photographers,videographers,CGI artists and audio and lighting technicians who collectively produce visual assets for hundreds of marketing clients.Quads CGI work including model creation from next-generation 3D scanning equipment

23、 rather than conventional digital photography equipment has been opening up new possibilities for marketers.By creating versatile CGI assets in the place of traditional product photography,for instance,brands are able to achieve some of the key objectives of deploying generative AI including workflo

24、w automation and cost savings while also maintaining full creative control.To learn more,check out our in-depth conversation with Jimmy Richardson starting on page 10,as well as the section covering the use of next-gen 3D scanning technology starting on page 12.2.Make sure your image-creation strate

25、gies are clearly aligned with your marketing goalsBy creating versatile CGI assets,brands are able to achieve some of the key objectives of deploying generative AI including workflow automation and cost savings.Generative AI and CGI for brand imagery5IntroductionMarketing goalsServing brand valuesCo

26、pyright complicationsProceed with cautionEducation and policiesEvolving legal landscapeQ&A3D scanningEvery day it seems there is fresh media coverage related to the copyright and intellectual property(IP)implications of content produced using generative AI.The legal landscape can be bewildering,but

27、the key to understanding whats going on involves focusing on the core concept of authorship.On March 16,2023,the Copyright Office of the Library of Congress issued a statement of policy titled“Copyright Registration Guidance:Works Containing Material Generated by Artificial Intelligence.”The stateme

28、nt runs a rather dense 24 paragraphs,but the key passage reads,“In the Offices view,it is well-established that copyright can protect only material that is the product of human creativity.Most fundamentally,the term author,which is used in both the Constitution and the Copyright Act,excludes non-hum

29、ans.The Offices registration policies and regulations reflect statutory and judicial guidance on this issue.”In 2024,its become increasingly clear that the“non-humans”have been leaning heavily on us humans for their“creations.”For instance,in January,The New York Times published a story by tech repo

30、rter Stuart A.Thompson headlined“We Asked A.I.to Create the Joker.It Generated a Copyrighted Image.”The image in question was of intellectual property owned by Warner Bros.And the Joker image was just the tip of the iceberg.The Times was successfully able to get generative AI platforms to“create”var

31、ious copyright-infringing images while replicating a series of tests first executed by Reid Southen,a movie concept artist,and Gary Marcus,a New York Universitybased A.I.expert.Marcus,Thompson writes,“collaborated with Mr.Southen to run various prompts.Mr.Marcus suggested removing specific copyright

32、ed references.Videogame hedgehog returned Sonic,Segas wisecracking protagonist.Animated toys created a tableau featuring Woody,Buzz and other characters from Pixars Toy Story.When Mr.Southen and Mr.Marcus tried popular movie screencap,out popped Iron Man,the Marvel character,in a familiar pose.”Thos

33、e particular characters were output by AI image generator Midjourney.Separately,the Times tasked ChatGPT with“creating”an image of SpongeBob SquarePants.“The chatbot said the image only resembled the copyrighted work,”Thompson reports,but in fact it looked“remarkably similar to the cartoon.”In addit

34、ion to garnering Times coverage,Southen and Marcus published their findings in a guest post for IEEE Spectrum,the magazine of the Institute of Electrical and Electronics Engineers,headlined“Generative AI Has a Visual Plagiarism Problem.”As the authors put it,“These results provide powerful evidence.

35、that at least some generative AI systems may produce plagiaristic outputs,even when not directly asked to do so,potentially exposing users to copyright infringement claims.”3.To understand the copyright complications surrounding generative AI,start here“Generative AI systems may produce plagiaristic

36、 outputs.potentially exposing users to copyright infringement claims.”Reid Southen and Gary Marcus in IEEE SpectrumGenerative AI and CGI for brand imagery6IntroductionMarketing goalsServing brand valuesCopyright complicationsProceed with cautionEducation and policiesEvolving legal landscapeQ&A3D sca

37、nningIn a January post headlined“Artists are making creative companies apologize for using AI,”The Verges Jess Weatherbed reports that“drawing tablet manufacturer Wacom is the latest target being slammed by the digital art community after appearing to use AI-generated images in ads.”Members of the c

38、ommunity had posted on X(formerly Twitter)and TikTok that theyd noticed“Wacom was promoting its Intuos pen tablet with a dragon illustration that showed telltale marks of AI-generated images such as questionable scale designs and fur blending unnaturally into other sections of the image,”Weatherbed

39、writes.Wacom ended up responding with“a message from the Wacom Team”posted to social media that read,in part,“We want to assure you that using AI generated images in these assets was not our intent”adding that it had purchased the images“through a third-party vendor where it was indicated that they

40、were not AI generated.We vetted the images through a few popular online tools that also indicated that they were not AI generated.However,given the communitys feedback,we are now not sure how the images were created.”Wacom said it pulled the images in question and was in the process of“reviewing and

41、 updating our processes so that we can avoid this happening again,”adding that,“As a partner for artists around the world,Wacom supports human creativity and strives to serve the community with integrity.”In another cautionary tale,in April the Washington State Lottery pulled“a promotional AI-powere

42、d web app after a local mother reported that the site generated an image with her face on the body of a topless woman,”Ars Technicas Kyle Orland reports.Lottery officials issued a statement saying that theyd“worked closely with the developers of the AI platform to establish strict parameters to gove

43、rn image creation,”but that somehow“a single user of the AI platform was purportedly provided an image that did not adhere to those guidelines.”Even successful campaigns with no unintended assets or outputs can generate controversy when generative AI is brought into the mix.See,for instance,a March

44、14 report by Ad Ages Tim Nudd and Arvelisse Bonilla Ramos,“Under Armours AI-driven ad unnerves production community already on edge,”as well as an Aug.7 post by Voxs Rebecca Jennings,“Those Olympics AI ads feel bad for a reason:Its not just Googles Dear Sydney commercial that feels soulless and stra

45、nge.”“Whats happening in the marketing and creative communities is a real-time reconsideration of the notion of authorship,”says Erik Spooner,Marketing Creative Director at Quad.“There is going to be a continuing level of anxiety about the exact role of human creatives in the final product when gene

46、rative AI is brought into the process.After all,flesh-and-blood creatives have egos,pride in their work,a sense of personal vision and AI has none of those things.”4.Brands are experimenting with deploying AI-inflected campaigns and assets and some have faced blowbackEven successful campaigns with n

47、o unintended assets or outputs can generate controversy when generative AI is brought into the mix.6Generative AI and CGI for brand imagery7IntroductionMarketing goalsServing brand valuesCopyright complicationsProceed with cautionEducation and policiesEvolving legal landscapeQ&A3D scanning“When rese

48、archers talk about generative AI models training on content,theyre essentially saying that AI is absorbing and extrapolating from existing material that was created over time by humans,”says Garon Benner,Marketing Director of Owned Platforms and Technology at Quad.“Yes,its generative,but its also de

49、rivative by design.I see human creativity being similarly derivative,but weve never had to quantify it in a new way.”As marketers experiment with generative AI,its important to monitor the larger dialogue in the culture about the technology among consumers and the media.In late April,for instance,Th

50、e Washington Post published a report by Pranshu Verma and Cat Zakrzewski headlined“AI deepfakes threaten to upend global elections.No one can stop them.”The growing awareness of how AI technologies are being used in sinister ways in the context of election interference comes at a time when consumers

51、 are increasingly seeing disturbing AI-generated images go viral.For instance,in late January,explicit AI-generated images of Taylor Swift went viral on X,attracting over 45 million views before the originating account was suspended.The bottom line:Generative AI got a fresh black eye with this night

52、mare scenario for the global pop superstar and now millions of so-called Swifties(devoted fans of Taylor Swift)have a new,deeply personal reason to think of the technology as downright creepy.Its important to monitor the larger dialogue in the culture about generative AI among consumers and the medi

53、a.Generative AI and CGI for brand imagery8IntroductionMarketing goalsServing brand valuesCopyright complicationsProceed with cautionEducation and policiesEvolving legal landscapeQ&A3D scanningBeyond explicitly stating goals and establishing broad guidelines for generative AI projects,marketing organ

54、izations need to build out educational and policy infrastructure.Employees at all levels of organizations continue to dive into generative AI experimentation,often with no formal training,which adds another layer of unpredictability to an already wildly unpredictable toolset.A few things to keep in

55、mind for your companys evolving educational and policy infrastructure surrounding AI:Dont hesitate to explain the basics to your team.“Generative AI can seem like a technological black box to marketing team members who have little or no computer science background,”says Greg Bae,Quads Director of Ag

56、ency Operations Infrastructure&Technology Architecture.“So,a bit of foundational,101-level education on the basics of the technology can make a big difference.”Generative AI is rapidly changing so make sure your internal guidelines and guardrails are keeping pace.Written policies surrounding the use

57、 of generative AI tools should be reexamined and updated,as necessary,on a regular basis.“In 2024,one thing creative organizations and marketing departments should be looking at closely is making sure an asset management process is in place that covers clearance and credits,and clearly documents the

58、 origin of visual assets that may factor into a generative AI activation now or in the future,”says Quads Richardson.85.It may be time to update your internal AI training protocols and policies Remember that visual assets are a form of data that needs to be protected.Marketing teams routinely traffi

59、c in trade secrets sharing closely guarded brand materials related to precisely timed product and campaign launches.Even in the course of“informal”generative AI experimentation,the disposition and manipulation of those materials in the cloud demands careful consideration.For marketing teams looking

60、to level up their learning,Quad has been advising clients on defining goals for generative AI experimentation/deployment and involving select brands in generative AI and CGI pilot testing.“Generative AI can seem like a technological black box to marketing team members who have little or no computer

61、science background.”Greg Bae,Quads Director of Agency Operations Infrastructure&Technology ArchitectureGenerative AI and CGI for brand imagery9IntroductionMarketing goalsServing brand valuesCopyright complicationsProceed with cautionEducation and policiesEvolving legal landscapeQ&A3D scanningThe U.S

62、.Copyright Offices statement about AI cited in section 3 above sounds rather definitive but at the end of its full policy declaration,theres a telling sentence:“The Office continues to monitor new factual and legal developments involving AI and copyright and may issue additional guidance in the futu

63、re related to registration or the other copyright issues implicated by this technology.”While the Office has offered no suggestion of a timeline for that potential“additional guidance,”lawsuits surrounding the use of generative AI continue to wind their way through the U.S.legal system.As James Grim

64、melmann,Professor of Digital and Information Law at Cornell,told Megan Morrone of Axios in January:“Copyright owners have been lining up to take whacks at generative AI like a giant piata woven out of their works.2024 is likely to be the year we find out whether there is money inside.”Meanwhile,in e

65、arly April,Sen.Maria Cantwell(D-Wash.)and Rep.Cathy McMorris Rodgers(R-Wash.)introduced their proposal for the American Privacy Rights Act(APRA),which AdExchangers Allison Schiff calls“the first serious attempt at a compromise to pass national privacy legislation since the American Data Privacy and

66、Protection Act(ADPPA)failed to advance last year.”The wide-ranging legislation could affect everything from ad-targeting to,yes,the data used to train generative AI systems.Stay tuned.96.Know that the statutory and judicial guidance surrounding generative AI is evolving“Copyright owners have been li

67、ning up to take whacks at generative AI like a giant piata woven out of their works.2024 is likely to be the year we find out whether there is money inside.”Cornell Professor James Grimmelmann in an interview with AxiosGenerative AI and CGI for brand imagery10IntroductionMarketing goalsServing brand

68、 valuesCopyright complicationsProceed with cautionEducation and policiesEvolving legal landscapeQ&A3D scanningAs Group VP,Studio&Creative at Quad,Jimmy Richardson leads a team of photographers,videographers,CGI artists and audio and lighting technicians who produce visual assets for hundreds of Quad

69、 clients.Based in Dallas,he oversees studio locations across the U.S.and collaborates with Quads global locations from Sussex,Wisconsin,to San Antonio,Texas;Mooresville,North Carolina,to Manipal,India;and Minneapolis to Hong Kong.Richardson is an expert on the creation of computer-generated imagery

70、from 3D scanning tech to generative AI and beyond for marketing applications.In this interview,he shares his thoughts on the present and future of creative asset automation for brands.In the past weve spoken about the barriers to generative AI becoming a universally useful,reliable tool for the crea

71、tion of brand imagery.Whats your thinking these days?Richardson:Quality control and legal concerns surrounding intellectual property are still the big issues.As much as the technology has been advancing,those are still the big red flags for marketers?Richardson:Right,and theyre not going away any ti

72、me soon.Lets talk about how marketers can move forward in creating digital visual assets at scale.I know your team has been exploring the intersection between generative AI and next-generation 3D scanning technology,which seems to be a way to keep much tighter control of all the variables.First,give

73、 us the elevator pitch on what youre doing with scanning.Richardson:By using leading-edge scanning technology,we create a single digital asset of,for instance,a product such as a sneaker or a backpack and unleash its potential to generate a diverse array of marketing assets.Like what,for instance?Ri

74、chardson:Photorealistic still renders,360 interactive spins,full-motion video,AR/VR experiences such as virtual try-ons,social media posts and so on.This sort of next-gen scanning replaces traditional digital photography and captures a lot more information surrounding a given object,right?Richardson

75、:Right.It really is game-changing technology.In the scanning process,were capturing not only all the information that makes up the objects form,but the lighting,the textures,the colors all of that is mapped and included in the asset.An interview with generative AI and CGI expert Jimmy RichardsonA Qu

76、ad Studios facility in Sussex,WisconsinGenerative AI and CGI for brand imagery11IntroductionMarketing goalsServing brand valuesCopyright complicationsProceed with cautionEducation and policiesEvolving legal landscapeQ&A3D scanningThe shorthand for those of us who are not computer scientists is basic

77、ally that youre creating a sort of three-dimensional digital twin of a product and that asset is incredibly versatile and can be used in a massive number of different marketing applications.Richardson:Exactly.And unlike generative AI,which can“make”a shoe,this is your shoe a completely accurate,true

78、-to-life capture of your brands shoe that can then be used in countless different ways.Is that where this new 3D asset can be combined with generative AI?The shoe is reality-based true-to-life,true-to-brand but the environments you put that shoe in dont necessarily have to be?Richardson:Right.For in

79、stance,you have this scan of a particular model of your brands shoe.You can put that shoe on,say,a beach or in a forest.If you dont care too much about the exact type of leaves on the plants in the forest,then great,we can generate the forest through AI but when it comes to the product level,you wan

80、t your exact product represented there.So that way its a combination of approaches putting real-world objects in a generated world.There are so many channel initiatives with brands nowadays that its impossible to look at it like you did 20 years ago where youd say,“Here are our video assets that we

81、need for broadcast for a TV commercial.Here are our still photography assets for a print ad or for a catalog.”And so on.Our approach at Quad is to help marketers evolve from thinking of assets for each channel as separate things that are produced separately.Were helping you solve across multiple cha

82、nnels with asset creation in the process amplifying your brands impact while simplifying your workflow and saving time and money.Once a wireframe model is created,it can be retextured and recolored for line extensions.Generative AI and CGI for brand imagery12IntroductionMarketing goalsServing brand

83、valuesCopyright complicationsProceed with cautionEducation and policiesEvolving legal landscapeQ&A3D scanningInternet sleuths have been spending a lot of time trying to discern if certain seemingly real photos were actually created by generative AI.For now,there are often“tells”such as weird digital

84、 artifacts or a certain surreal,uncanny“off”quality that can signal the synthetic origins of a given image.Were all getting used to the idea that when it comes to digital images,reality is increasingly not always what it seems which can be problematic for marketers,as weve noted elsewhere in this gu

85、ide(see pages 6-7),when those same dogged sleuths descend on AI-created brand imagery.But for marketers,theres another path to creating brand imagery at scale that doesnt carry the“caught faking it”risk of generative AI.That path is next-generation 3D scanning.Heres what you need to know:Next-gen 3D

86、 scanning is“reality-grade”Unlike generative AI tools that attempt to approximate reality,3D scanning technology is reality.At Quad,weve partnered with Covision Media to install the first Covision Media 3D-Twin scanner for client-facing projects in North America.The installation,at our Mooresville(C

87、harlotte),North Carolina studio,marks the launch of 3D Commerce by Quad,our new scalable,automated solution for creating“digital twins”with omnichannel applications for brands.The Covision Media system comprises a series of 30 cameras in a spherical array for mass-production scanning without the nee

88、d for extensive manual post-production work.Using technology that runs on AI learning to improve the quality of the 3D models,the system maps the defining features,characteristics,lighting,textures and colors of an object to create a digital asset that is unique to a brand.6 things marketers need to

89、 know about using next-gen 3D scanning technology for brand imageryThe Covision Media 3D-Twin scanner is at the core of the 3D Commerce by Quad offering.Generative AI and CGI for brand imagery13IntroductionMarketing goalsServing brand valuesCopyright complicationsProceed with cautionEducation and po

90、liciesEvolving legal landscapeQ&A3D scanningIts about versatilityThe“digital twin”that results is essentially a photorealistic 3D model that is repositionable and relightable and can be used across multiple marketing applications,including virtual 2D photography for e-commerce and print(images can b

91、e output at any angle from a single scan),product videos(from web and broadcast spots to 360 videos)and AR/VR and virtual try-on(VTO)technologies for mobile apps and websites.It streamlines content creation workflowA digital twin 3D asset allows for a single project to achieve results that currently

92、 require multiple workflows and budgets(photography,video,print,etc.).It optimizes the creation of visual content at scaleThe combination of unprecedented asset versatility and streamlined production workflow means that marketers can create visual content at scale within previously unimaginable time

93、frames.Its ideal for brands and retailers with“holdable”products3D Commerce by Quad is suitable for scanning rigid products including footwear,small handbags/accessories,toys,tools and sporting goods(hats,gloves,balls,etc.)with a maximum object size of 15.75”x 15.75”x 19.7”(40 cm x 40 cm x 50 cm).It

94、 can help bridge the gap between reality and generative AI3D Commerce by Quad allows for the addition of reality-grade 3D image assets to generative AI databases.For instance,a digital twin can allow your product to be shown exactly as it exists IRL,but integrated into an AI-generated environment.Th

95、e features,characteristics,lighting,textures and colors of a sneaker are captured using the Covision Media 3D-Twin scanner.The combination of unprecedented asset versatility and streamlined production workflow means that marketers can create visual content at scale within previously unimaginable tim

96、eframes.13About QuadQuad(NYSE:QUAD)is a global marketing experience company that helps brands make direct consumer connections,from household to in-store to online.Supported by state-of-the-art technology and data-driven intelligence,Quad uses its suite of media,creative and production solutions to

97、streamline the complexities of marketing and remove friction from wherever it occurs in the marketing journey.Quad tailors its uniquely flexible,scalable and connected solutions to clients objectives,driving cost efficiencies,improving speed to market,strengthening marketing effectiveness,and delive

98、ring value on client investments.Quad employs approximately 13,000 people in 14 countries and serves approximately 2,700 clients including industry leading blue-chip companies that serve both businesses and consumers in multiple industry verticals,with a particular focus on commerce,including retail

99、,consumer packaged goods,and direct-to-consumer;financial services;and health.Quad is ranked among the largest agency companies in the U.S.by Ad Age,buoyed by its full-service Rise media agency and Betty creative agency.Quad is also one the largest commercial printers in North America,according to Printing Impressions.For more information about Quad,including its commitment to ongoing innovation,culture and sustainable impact,visit .1(888)782-Q 2024 Quad/Graphics,Inc.All rights reserved.|08/24