Democratising Creativity, with AI and Marcus Byrne

Marcus Byrne admitted to being freaked out at the prospect of AI entering the graphic design space when first experimenting with Midjourney. The results weren’t perfect, but he could see the massive potential it could have. 

It wasn’t until Marcus thought of the past revolutions in technology that he found the courage to return. He thought of the history of photography, and how it made it easier to capture an image - but also how it never replaced painters. 

“I’ve always been interested in how technology works with humans, how it can change humans for better and worse. So I wanted to see how I could use AI in my day-to-day,” he said. 

After sitting with the knowledge of all the technological revolutions that have come before Midjourney, he continued to experiment with the early version of the program. And, having done so, he discovered that AI isn’t as straightforward as people think. 

“You discard about 99% of the images that come through. You could do 100 images, and only use one of them. It takes time to understand how to get to that particular point,” he said. 

Armed with a Google Doc filled with reference images and the prompts that got him to that design, Marcus’s son suggested that he turn his knowledge into a book. 

Thus MidJourney 101 was born and, little over a year later, Marcus has released the second volume. As he continues to explore the Midjourney program and take on feedback from the first edition, he believes it is necessary for people to learn how to use this program. 

“There will come a point where it is just a part of our everyday life. We spend 80% of our time on apps that didn’t exist 15 years ago, and the same will happen with AI. We have to adapt and learn. Right now, it is new for us but in a few years when the new kids on the block join the industry, it will be normal for them,” he said. 

Marcus explained that the power is in the parameters. When briefing a photographer by word of mouth, the idea in their head will be completely different to yours. But when briefing photographers with mood boards and visuals, the ideas are translated much better. The same goes for AI.

“When communicating AI, you put it in a sentence, and you get four images to begin with. You might say, that's not what's in my head. But if you understand how the parameters work, ratios, style, art history, description and the other intricacies that are in the AI, you can get to the solution quicker,’ he said.

Marcus spoke about where he sees AI fitting into the future of advertising and media. Already we have seen advertising that displays a ‘created by AI’ badge in the bottom right hand corner. With the rise of Sora, he believes we will see full length movies being produced by AI, but not by AI alone.

“AI needs human involvement,”  he said, “There will always be a team of colourists, editors, whomever it may be to ensure that the project is right. People are organic by nature. Artists shouldn’t worry, there will always be an audience for their craft.” 

Marcus is also of the belief that AI will democratise creativity. He spoke on its abilities to open creative opportunities to those who otherwise may not have them. A reminder that Midjoruney can be a part of the organic human creative process.   

“We’re gonna hear stories from places where we’ve never heard stories before. It democratises creativity on a grand scale. Yes, you’ve got the deep fakes, fake news, and legalities. That will all be dealt with, eventually. But fundamentally, we’re going to hear stories that have never had a chance to be told before.” 

Overall, Marcus is encouraging the use of AI in the name of play. He was scared of the prospect of AI entering his line of work, but after playing and having some fun, he has come to know AI as a tool rather than a threat. 

“Anyone who is still on the fence, the future is being built right now. Every single industry will have an AI competent. We don’t know exactly what that will be just yet, but it is what will happen. Be inquisitive, just have a play. And get excited about its possibility,” he said.