‘The Way We Think, Present, and Execute Campaigns for Clients Has Radically Changed’
July 3rd, 2024
Interview with Luis Di Lascio, AI Teacher and Creative Director
Luis Di Lascio is not just a very creative guy; he is also clever to realise the potential of AI and pivot it for his career.
Where other Creative Directors feel as if their favourite toy has been taken away with the rise of AI, Luis has received a better one.
In this interview, he provides real-life examples of how to integrate AI into your daily work, which will obviously make you much more productive. Luis also did the math on this.
So this is a must-read interview for everybody who wants to increase their productivity!
The Interview
What's your job and how does it involve AI?
I am a Creative Director, and in the past year, the way we think, present, and execute campaigns for clients has radically changed.
Some examples of projects:
A storyboard 100% created with AI for the Christmas ad of Sevilla FC
Voice-over for various videos, video case, and annual recaps
Graphics with images generated in Midjourney
Retouching for graphic pieces with Adobe Firefly and generative fill
ChatGPT and custom GPTs for many internal tasks in the agency
What's the craziest thing about AI you've heard so far?
The craziest thing I heard was the news back in 2017 when Facebook shut down an artificial intelligence because it had developed its own indecipherable language for humans, removing words and creating acronyms to be more efficient than us.
Which AI tool do you personally use the most?
There are several, but the ones I use the most are Midjourney, Firefly & Adobe, ChatGPT, Eleven Labs, and Runway ML.
How much time do you approx. save daily by using AI tools?
Depending on the task, but in some cases, I save several days. For example, creating a voice-over would take about 2 hours in the studio, about 3 hours of editing, and a couple of days of pre-production. Nowadays, by cloning the voice and generating the text-to-speech, it would take around 2 hours approximately. Creating a storyboard with an external illustrator would take me 2 hours for the briefing, 2 hours for feedback, and around 3 to 4 days of production by the illustrator. Nowadays, with Midjourney, we would have about 20 frames in around 4 hours.
Do you prefer: ChatGPT or Gemini?
Definitely ChatGPT Plus, although for the free version, I would lean towards Gemini (Bard).
ChatGPT Plus allows me to create my own GPTs according to my needs, which I usually use the most, like my assistant for creating prompts for Midjourney with my style "Dilascio.ai super Prompt".
What area should AI enthusiasts keep an eye on in the near future?
One area that AI enthusiasts should definitely keep an eye on in the near future is "AI ethics and responsible AI development". As AI technology continues to advance rapidly and integrate into various aspects of society, it's crucial to ensure that it is developed and deployed in a way that aligns with ethical principles, human values, and societal well-being.
AI Video, I think the next big step will be video generation models. Runway does a good job animating photos, but it falls short for many applications. With the introduction of Sora and the evolution of Runway, making 4K videos can change the industry and the way we create shorts, movies, or TV commercials.
Any tips, tricks or hacks regarding the use of AI?
Try to automate your style to save even more time, the simplest would be a GPT.
For example, if you create images in Midjourney, you could configure that GPTs with your knowledge and style (camera angles, colors, framing, etc.) so that each time you ask for something, it creates the prompt in your style, and you just have to copy and paste. You could do the same if you are a copywriter and want it to write similar to you.
What AI tool should be invented for you?
One that automates boring and bureaucratic tasks (booking an appointment for any legal and governmental process, assigning hours and checking in for work shifts, renewing insurance, etc.)
Love or hate: Technology smarter than humans aka AGI?
Right now, there are many things that very few humans know how to do. How many can take a fashion photograph? How many can speak 10 languages? How many can create a song that’s cool? Considering this and that nowadays, I can clone a video of myself in Spanish with Rask, and people in China can understand me, or if I want to express an emotion with Suno, I create a song, I think I love it*.
I understand that for me, AI makes sense when there’s a human making the decisions and is the one who dominates AI. When it’s an AI making decisions for and about humans, I will start to hate it.
Do you believe AI will bring a bigger technological revolution than the internet?
100%, today it's already the biggest revolution we have experienced.
Who'll make the race for spearheading AI in 10 years? e.g. Microsoft, OpenAI, etc.
Microsoft for the mainstream user, but I think the great race will not be for who makes better images with prompts or who writes a better novel, but in the field of robotics. Here, I believe it will be Boston Dynamics with Meta.
Is AI more of a chance or a challenge for humanity? Why?
In general, I think it's a great opportunity because we can make giant strides in medicine, city planning, individual autonomy in using them, etc. But the big challenge will be how we rethink our social structure where most jobs will not make sense, how we limit it in military use, and how we question AI when it seems like AI is always right.
Continue Reading:
'AI won't replace jobs but those using AI will replace those who aren't using AI' says CEO Krish Ramineni of Fireflies.ai
‘You might prefer writing on clay tablets, but progress is inevitable‘ says Chatfuel CEO Fedor Pak
‘These tools work better when you bribe them' Thomas Bornheim, 42 Heilbronn
‘AI democratizes creativity' says AI Video Expert Jan-Willem Blom
’If data is diverse and representative enough then I would love for technology to be smarter than humans’ says Svenja Schölermann from Women in AI
‘It’s incredibly helpful to give LLMs it’s response back and ask it to find 5 ways to fix it.’ Dipanshu Gupta, AI Equity Research Analyst
OVERVIEW OF ALL INTERVIEWS
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About the interview series:
‘Spilling the digital beans on AI’ allows you to listen in on CEOs building AI tools and learn from AI enthusiasts who are already leveraging the technology every day.
Whether you are looking for tips using AI or want to take a glimpse into the future of AI with us, get the popcorn out because we translate the technical chit-chat into a language we all understand.