Asked & listened to with Björn Bippus

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Björn Bippus

AI is considered revolutionary and is also changing the work of a creative and communications agency. Björn Bippus, Design Director, says he is "pissed off". He explains why in a big round-up of AI - as it stands today.

25. March 2024

What do you think about AI - is it really a revolution?

We should realise that we are just at the beginning of the development of a technology that is completely beyond our imagination. This time it could be super good or, as has often been the case, it could go down the drain - but this time at an unimaginable speed and with a completely new but very similar thing to us - called AI. As a Gen Xer, I have experienced many revolutions: the first Walkman, CDs, VHS, telephones without a cord and dialling disc, iPods, really good computers, the Internet, I have been through it all and survived it all. The latter, the www, was fast with innovations, but the impact of AI impresses me. DC's flash is slow motion by comparison ... I'm miffed.

How do you integrate AI into everyday agency work and client projects?

Ideally with caution, understanding and a certain tolerance for frustration! It is important to constantly weigh up whether the implementation of AI tools in various processes will generate added value. This requires a motivated, cost- and time-intensive examination of the respective AI tool, always with the knowledge that this tool may not deliver what we expected, or that the AI may not prove to be suitable for industry after all, or that we are not yet communicating properly with the AI. That needs to be learnt. Thanks to the assistance of generative AI, I personally have a complete design thinking team on my computer and can therefore call up knowledge, scrutinise it and get to the heart of my tasks in a targeted manner.

What advantages do you see for you as an agency?

Firstly, we see this as a technology for automating smaller moving image productions. In view of the very high content requirements of major brands, we see an opportunity here to offer our customers cost-effective alternatives to traditional productions so that they can then invest these savings in more elaborately produced creative highlights. We also see great potential for user-generated content. The high quality of generative AI models helps here: we can train the models for brands so that the content matches the brand's tonality. And users have more fun with their own Hollywood-quality content.

Any funny anecdotes about unexpected inspiration from AI tools?

Some time ago, I received a recommendation for an AI from a colleague - PI. The communication with this AI irritated me at first: unexpected and with a human approach that I have not experienced with other chat AIs. When I ask an AI whether it can talk to me in German because I don't speak English natively and my request might be misinterpreted, and I get the answer that I should give it a try and PI will help me to write in English, I'm amazed at the demanding and supportive behaviour.

How do customers react to the use of AI in projects?

They are all different - depending on the extent to which customers have familiarised themselves with this technology. AI is not a topic that only takes place in creative agencies. Statements such as: "AI makes creativity faster, better and cheaper" require transparent communication with clients. Many processes that we implement in the agency with the help of AI are not necessarily recognised by the client, but help immensely in the collaboration - better is not always cheaper, but simply better.

It is important to us that we communicate transparently to the customer how, what, why and where we use AIs. We communicate for excellent creativity, for revolution, evolution for a better world and one thing is really important to us - trust.

What ethical considerations are taken into account at Wirz in connection with the use of AI in the design process?

Humans make mistakes, and this also applies to AI. This is part of the learning process, which consists of recognising patterns. Just like humans, machines pigeonhole, categorise and generalise what they examine. Since prejudices and biases exist in the real world, they are reflected in the data sets that we make available to artificial intelligence. What machines currently lack in comparison to humans is the ability to reflect on their own decisions - that is our task.

What tools and technologies do you use in your everyday life?

Well, I still have a notepad and a pen, a computer and my programmes that I work with. Sometimes I also have my brain switched on, which runs quite well at room temperature with a stable 37% utilisation in the thinking area. Of course, I use the usual suspects when it comes to AI, but I also test tools that are not my favourite disciplines. AIs open doors for me because, at best, I only have to describe what I want.

And if you want a list - please send me an e-mail.

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