AI Image Generation - Everything You Need to Know [GUIDE]

AI image generation is a fascinating field that combines technology with creativity, opening up new possibilities for artists, designers, and businesses. Here is a comprehensive overview of the topic, covering the fundamental aspects, the best tools, and tips for creating good prompts.

What is AI image generation?

AI image generators use advanced machine learning techniques to analyse vast datasets of images, which allows them to understand and learn diverse visual patterns. These algorithms are able to recognise complex features such as colours and forms, which is crucial for creating new images. The process begins by inputting parameters into the system that define the desired outcome, such as an artistic style or a specific motif. Then, based on these guidelines and the knowledge acquired during the analysis of training data, the algorithm generates images that are subsequently refined iteratively.

How AI generators work

In the next step, the generated images are evaluated and modified in an iterative process, which allows them to gradually move closer to the expected result. Artificial intelligence uses techniques such as Generative Adversarial Networks (GANs), in which two models - a generator and a discriminator - work together to achieve the highest possible degree of realism in the generated images. As a result, AI image generators can create high-quality, personalised visualisations that are used in many fields, from art to design and advertising.

What about copyright?

Legal issues and controversies

Copyright in the context of AI is complicated and still evolving. The main point of contention is the fact that AI-generated images may be derivatives of works on which the model was trained, which may include copyrighted works. Users and creators should be aware of potential legal issues and platform recommendations regarding the use of generated images.

Is a work created by artificial intelligence covered by copyright and does it meet the legal definition of a work? In many countries, legal protection is granted only to works created by humans. On 18 August 2023, a court in the United States ruled in this vein. According to the ruling, works created by artificial intelligence cannot be protected by copyright because, in this case, there is no question of human authorship.

Legal changes may be the solution to the legal problems associated with artificial intelligence. This is currently a topic of debate in many countries.

Using AI-generated images in the creative process

Generating images with artificial intelligence offers a number of advantages that are changing the landscape of many industries, from art and design to marketing and entertainment. Unlike traditional image creation methods, which can require hours or days of work, AI can generate high-quality images within minutes. This efficiency opens up new opportunities for designers and companies, enabling faster iterations and experimentation with visual concepts without straining resources.

Examples of applications in campaigns

An example of using AI in the creative process is the ING campaign, which as part of its "Me in the future. Powered by AI & ING" initiative allowed users to upload their photos so that an AI algorithm could then generate images depicting their future in retirement. This not only attracted the audience's attention but also demonstrated the practical application of AI in creating personalised content. Another example is the Mint Mobile campaign, where the well-known actor Ryan Reynolds used ChatGPT to write an advert script.

It is also worth mentioning the brand HalfPrice, which belongs to the CCC group and initiated the first major Polish marketing campaign using images generated by artificial intelligence. The campaign, under the slogan "In this photo, only the emotions are real", presents images in red colouring and Baroque style, intended to promote the store's new affiliate programme. The use of AI images in the campaign is intended to convey the emotions associated with joining the club while emphasising the brand's innovative approach to using modern technologies in marketing.

Prompts - what are they and what should they look like?

How to create the perfect prompts?

In the context of artificial intelligence, a prompt refers to the instruction or input provided to an AI system to elicit a specific response or action. In the case of image generation, a prompt can be a text description that the AI uses to create an image matching the content of the description. Prompts can be very diverse, from simple commands to complex sentences describing detailed scenes or concepts.

Here are examples of prompts and the images created with them:

"A peaceful corner of a Japanese garden at sunset. The central element is a small, crystal-clear koi pond, surrounded by delicately pink cherry blossoms that gently fall onto the water, creating a colourful carpet on its surface. Several elegant red koi carp swim lazily among the water lilies, and in the background you can see carefully trimmed bonsai shrubs and stone lanterns that cast soft, golden light. A wooden bridge, painted red, spans the pond, leading to a small, traditional tea house hidden among the trees. The atmosphere is full of peace and harmony, and the gentle murmurs of water and the whisper of wind in the cherry leaves add a relaxing aura to the scene."

AI image generation: from prompt to finished work

"A motocross competition in full flight, with the action captured in the very heart of a dense forest. The motorcycle, painted in vivid red and black, is suspended high above a large, naturally looking dirt jump. The rider, in full protective gear, with a helmet decorated with fiery patterns, demonstrates masterful control, performing a spectacular trick in the air. The background of the scene is a blur of greens and browns, with trees smeared by the effect of rapid motion, which adds dynamism and a sense of speed. Dust and small stones are splashed in the background, and the rays of the setting sun break through the leaves, creating dramatic contrasts of light and shadow. The atmosphere is charged with adrenaline and excitement, and the sound of engines and the cheers of the crowd are almost palpable in the air."

What are the best AI image generators?

We have created a list of a few example image generators:

Midjourney

Available via the Discord platform, it offers advanced image generation features in various styles. It allows users to create realistic images, although it may have problems with anatomical detail. It has four paid plans and a trial version​

DALL-E 2

A tool from OpenAI that generates realistic images based on text descriptions. It offers 15 free prompts, creating images quickly and accurately. It allows editing and generating variants of finished illustrations​​.

Adobe Photoshop

Photoshop has recently offered advanced AI image generation features thanks to integration with Adobe Firefly, a family of generative AI models. These features, known as Generative Fill and Generative Expand, are available directly in Photoshop, both on desktop and online platforms, enabling the addition, expansion, or removal of content from images using simple text prompts. These tools are designed to work in a non-destructive way and offer a range of possibilities for creative projects, from adding and removing objects to generating backgrounds and expanding images.

Canva AI Art Generator

Part of the well-known Canva app, it allows you to create AI images in various artistic styles directly in the design panel. It works on a "text to image" basis, offering various editing options and filters​​.

Deep Dream

Known for using neural networks to create striking images. It offers various AI graphics modes, including turning text into images and generating psychedelic art. It has built-in social features for users​​.

Summary

AI image generation is no longer a futuristic vision but a real tool used by artists and brands. This technology is based on advanced algorithms such as GANs, and its popularity is confirmed by campaigns such as #INAB, HalfPrice, and Mint Mobile. However, it is crucial to understand that generated works are not always subject to copyright protection, as shown by a US court in 2023. For creators, the most important thing is well-formulated prompts that allow them to achieve the intended effects in tools such as Midjourney or DALL-E 2.