Podcast Summary: EP 42 - Taking Agency Creative To A New Level with Jeremy Somers from NotContent.ai
Title: The ChatGPT Experiment - Simplifying Chat GPT For Curious Beginners
Host: Cary Weston
Episode: EP 42: Taking Agency Creative To A New Level
Guest: Jeremy Somers, Founder of NotContent.ai
Release Date: October 9, 2024
Introduction
In Episode 42 of "The ChatGPT Experiment," host Cary Weston welcomes Jeremy Somers, the visionary founder of NotContent.ai, to discuss groundbreaking advancements in AI-assisted creative agencies. This episode delves deep into how AI is revolutionizing content creation, enhancing creativity, and reshaping the operational dynamics of creative agencies.
Guest Background and Agency Overview
Jeremy Somers shares his extensive background in the creative industry, spanning over 25 years. He highlights his journey from running a traditional creative agency focusing on branding and design in sectors like CPG, fashion, and lifestyle, to founding NotContent.ai—a pioneering AI-assisted creative agency.
[05:33] Jeremy Somers: "Nothing is what it seems like. We're in this brand new world."
NotContent.ai leverages AI tools to amplify creative output by tenfold while reducing production time by approximately 90%. This transformation allows the agency to handle diverse clients—from global giants like Adidas and Google to niche startups—without being confined to a specific industry.
Innovative AI-Driven Creative Workflows
Jeremy elaborates on NotContent.ai's unique approach to creative processes, emphasizing the integration of AI to streamline operations and enhance creativity.
AI-Powered Product Photography
Traditional product photography demands significant time, resources, and manpower. Jeremy explains how NotContent.ai has revolutionized this by:
- 3D Modeling: Instead of relying on physical photo shoots, the agency creates detailed 3D models of products. This allows for unlimited creative flexibility in lighting, settings, and compositions without the constraints of physical studios.
[10:53] Jeremy Somers: "We 3D model all of our products... Engages us in any setting and any sort of lighting."
- Automated Compositing: These 3D models are seamlessly integrated into various environments using AI, eliminating the need for photographers, assistants, and extensive set designs. This not only accelerates the production process but also significantly cuts costs.
World Building and Lifestyle Content
Beyond product shots, NotContent.ai excels in creating immersive lifestyle content that builds a brand's world. This includes:
-
Mood Boards and Storytelling: Utilizing AI to generate mood boards that reflect a brand's identity, the agency crafts comprehensive narratives for social media and marketing campaigns.
-
Diverse Character Generation: By employing custom GPT models, Jeremy can generate detailed profiles of fictional entrepreneurs, providing rich backstories and visual representations without extensive manual effort.
[15:56] Jeremy Somers: "We built a custom GPT that... produces two or three paragraph biography of an entrepreneur."
Leveraging Large Language Models and Image Generators
The conversation shifts to the technical aspects of integrating large language models (LLMs) like ChatGPT into creative workflows.
Custom GPT Models
NotContent.ai utilizes customized GPT models to automate content creation. For instance, when developing a campaign for Busy (formerly IncFile), the agency:
- Generates Character Profiles: The GPT model creates detailed biographies of fictional entrepreneurs, ensuring diversity and alignment with the brand's voice.
- Creates Visual Prompts: The model formulates precise prompts for various image generators (e.g., Stable Diffusion, MidJourney) to produce consistent and high-quality visual content.
- Automates Production Pipelines: Through tools like Discord bots, the agency batches process prompts, handle upscaling, and integrate outputs into platforms like Photoshop and Dropbox for client access.
[24:48] Jeremy Somers: "We have a custom GPT... creates 50 different prompts for visual software."
Efficiency and Scalability
This AI-driven approach allows Jeremy to produce extensive content rapidly, a task that previously would have required substantial human effort and financial investment.
[37:39] Jeremy Somers: "What used to take weeks can now be accomplished in under an hour."
Legal Considerations in AI-Generated Content
Jeremy addresses the critical issue of legal responsibility when using AI tools for content creation.
Navigating Copyright and Licensing
Working with large international brands necessitates strict adherence to legal standards. Challenges include:
- Tool Licensing: Ensuring that the AI tools used comply with copyright laws and do not infringe on existing intellectual property.
- Custom Model Training: To mitigate legal risks, Jeremy's team trains their models on licensed content from platforms like Shutterstock, securing the rights to reproduce and modify images.
[44:47] Jeremy Somers: "We are not using other brands' imagery to produce our own. We're creative directors as a service."
Client Assurance
When faced with legal scrutiny from clients like Yahoo, NotContent.ai demonstrates flexibility by:
- Alternative Solutions: Switching to fully licensed imagery and proprietary models when standard AI tools pose legal risks.
- Transparent Practices: Providing detailed documentation of all tools and their licensing agreements to reassure clients of compliance.
[48:00] Jeremy Somers: "We figured out that they had a relationship with Shutterstock... Now we're able to produce this campaign with the legal team being satisfied."
Balancing Human Creativity with AI
A significant portion of the discussion revolves around the symbiotic relationship between human creativity and AI efficiency.
Human Oversight and Finalization
Jeremy emphasizes that while AI handles the bulk of production work, human creativity remains paramount. The agency follows an 80/20 rule:
- 10% Human Input: Strategizing, prompting, and setting creative guidelines.
- 80% AI Execution: Generating content based on the provided inputs.
- 10% Human Refinement: Reviewing, editing, and finalizing the AI-generated content.
[33:13] Jeremy Somers: "AI is just a tool. It's still a tool, right? Our regular 80/20 rule applies... 10% is required from the human up front and 10% on the end."
Creativity as a Human Endeavor
When questioned about the authenticity of AI-generated creativity, Jeremy defends the process by drawing parallels to traditional photography and other creative tools.
[49:29] Jeremy Somers: "If they've ever said that they took a picture with their camera phone, they would be wrong."
He compares AI tools to digital photography, asserting that the essence of creativity remains a human-driven process enhanced by technology.
Overcoming Resistance to Technological Change
Jeremy shares his personal journey of adapting to technological advancements, highlighting the emotional and professional challenges involved.
Stages of Acceptance
Drawing from his experience, Jeremy outlines the seven stages of grief in the context of technology adoption:
- Denial
- Anger
- Bargaining
- Depression
- Acceptance
- Application
- Mastery
He acknowledges the common resistance within the creative community but advocates for swift progression through these stages to harness AI's full potential.
[53:44] Jeremy Somers: "I'm in a very self-reflective state... I've gone further than most..."
Embracing Continuous Innovation
Jeremy embraces the transient nature of technology, understanding that AI tools will evolve. He prepares for constant adaptation to stay ahead in the creative industry.
[55:37] Jeremy Somers: "The tech is not going away at all. Everybody creatively will have to get through all of these seven stages and get to mastery because this is where it's going."
Future Prospects and Closing Thoughts
As the episode concludes, Jeremy reflects on the future of AI in creative agencies, emphasizing the inevitability of technological integration and the importance of maintaining human creativity.
[56:19] Jeremy Somers: "AI is just Photoshop on steroids. That's all it is, right?"
He encourages creative professionals to embrace AI as a powerful tool that amplifies their creative capabilities rather than replaces them.
Conclusion
Episode 42 of "The ChatGPT Experiment" offers an insightful exploration into how AI is transforming the creative landscape. Through Jeremy Somers' experiences with NotContent.ai, listeners gain a comprehensive understanding of the practical applications, benefits, and challenges of integrating AI into creative workflows. The discussion underscores the importance of balancing technological efficiency with human creativity, navigating legal complexities, and embracing continuous innovation to stay relevant in the evolving digital era.
Notable Quotes
- Jeremy Somers [05:33]: "Nothing is what it seems like. We're in this brand new world."
- Jeremy Somers [10:53]: "We 3D model all of our products... Engages us in any setting and any sort of lighting."
- Jeremy Somers [24:48]: "We have a custom GPT... creates 50 different prompts for visual software."
- Jeremy Somers [33:13]: "AI is just a tool. It's still a tool, right? Our regular 80/20 rule applies... 10% is required from the human up front and 10% on the end."
- Jeremy Somers [49:29]: "If they've ever said that they took a picture with their camera phone, they would be wrong."
- Jeremy Somers [53:44]: "I'm in a very self-reflective state... I've gone further than most..."
- Jeremy Somers [56:19]: "AI is just Photoshop on steroids. That's all it is, right?"
Resources Mentioned
- NotContent.ai Website: notcontent.ai
- Jeremy Somers on Twitter: @JeremySomers
- Jeremy Somers on LinkedIn: Jeremy Somers
Stay tuned for more insightful episodes on "The ChatGPT Experiment," where curiosity meets capability in the realm of AI.