AI Tools Transform the Landscape for Visual Creators

In a modest classroom located in the basement of a school, a student proudly displays a printed newspaper, a symbol of achievement with a circulation of 3,000 copies.

Berghs School of Communication, which has been teaching advertising and communication for over 80 years, has adapted its educational approach in response to technological advancements. The school now operates from a repurposed industrial building in Norra Djurgårdsstaden, Stockholm, where creativity in color, form, and design flourishes.

As Love Molin prepares to graduate from Berghs' two-year program in visual communication and design, he reflects on his education, which encompasses various subjects including film production, packaging design, and 3D animation. He considers the entire program engaging and emphasizes the importance of problem-solving in communication through design and advertising.

The emergence of generative AI tools, particularly following the launch of ChatGPT by OpenAI three years ago, has significantly impacted workplaces, introducing a variety of AI applications capable of generating text, audio, images, and advertisements.

Marie Alani, the head of full-time programs at Berghs, asserts that while students are encouraged to utilize AI tools in their work, any final products must reflect their own creativity. This approach aligns with industry expectations that recent graduates possess an understanding of AI's role in the workforce.

Despite concerns that AI could replace certain graphic design roles, Berghs School of Communication views these advancements as opportunities rather than threats. Alani acknowledges the potential for job displacement but believes that human creativity will remain essential in the creative process, urging students to adapt to the evolving landscape.

Love Molin embraces the integration of AI into his workflow, recognizing it as a valuable tool rather than a threat. He argues that AI can expedite the creative process, allowing his generation to compete with larger firms by producing work more efficiently and cost-effectively.

As part of a promotional campaign for Berghs, Molin collaborated with peers to design a newspaper that included AI-generated images alongside their original illustrations. This campaign aims to attract prospective students and has been distributed at various educational events. For Molin, witnessing the printed newspaper come to life was a nostalgic experience, reminiscent of a bygone era.

In summary, the integration of AI in visual communication is reshaping the industry, prompting educational institutions like Berghs to prepare students for a future where human creativity and technology coexist. The ongoing dialogue about AI's impact will continue to influence the strategies employed by aspiring visual creators.