We have talked a lot about artificial intelligence and its deployment, both the positive aspects but also, and above all, the negative ones. Or rather, of those intricacies that make the subject still not entirely clear, but rather groping in a grey dimension. What is certain is that although, in some ways, it may facilitate human endeavour, on the other hand it tends towards a replacement of it, discrediting creativity and attributing it to an automaton. The most affected are undoubtedly illustrators and photographers, who witness their time-consuming ‘image generation’ work being replaced by a human order, to which they need only type a simple prompt (command). Nikon Peru fits into this discourse, collaborating with the agency Grey Peru for its new advertising campaign ‘Natural Intelligence’, fighting against photo-realistic images produced by AI. As surprising as these images are for their incredible resemblance to reality, they simply are not. Nikon, with this video (shown here) reminds us that we can have equally incredible but real photos that are actually even better.
“This obsession with the artificial is making us forget that our world is full of amazing natural places that are often stranger than fiction. We created a campaign with real unbelievable natural images taken with our cameras, with keywords like those used with Artificial Intelligence.” says Nikon in the commercial. The images are in fact accompanied by ironic and funny disclaimers mimicking the AI prompts that might be needed to create such an image.
In a way, what is fascinating about AI is certainly its speed, affordability and practicality, but it is also the playful aspect that does most of the work. With simple commands, the user can modify the image: change the colours, add more or less extravagant details, and in this way create an imagery tailored to himself. Every fantasy can become concrete, but still not real and therefore devoid of fascination. It often happens on social media that we see crazy photos, from breathtaking landscapes to mind-blowing architecture, and think ‘wow’, but immediately afterwards, upon reading the caption, we discover that they are nothing more than ‘AI generated’ and the magic vanishes. Here Nikon reminds us of all this but, above all, that beauty exists and is real, and that AI is merely replicating it. The intention is also and above all to defend photographers and their work, which, particularly in South America, is increasingly being replaced by AI.
The national campaign is spread throughout Peru and has met with great success. “The reactions were incredible,” – dice Nikon – “99% positive sentiment. 95% brand recognition. And inspired hundreds of people to go outside with their cameras.” “Don’t give up on the real world.“