On the 5th of May, I had the chance to attend the 40th anniversary of D’M&S, a cross-media communications agency. They help with elevating brands. One of the employees and a good friend of mine, Dieter Neirynck, gave me a tour around the building. I learned a lot about what they do and what kind of machinery they have.
In a presentation, one of the employees said that the company had to evolve a lot. Dieter explained that AI has become a dominant tool in the creation of advertising posters. Previously, creative artists had to draw sketches, and these had to be edited into a great visual poster. After the introduction of AI, employees tell the machine what they want using keywords and then adjust the AI output until they achieve the desired outcome.
However, he also told me that because of the speed at which they produce posters increased, the demands from their customers also increased. So, they have a heavier workload than before. This company, in my opinion, is a great example of how AI can improve production while still needing human input.