July 17, 2024

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Design software companies are giving AI a redesign

2 min read

Among all industries experiencing an artificial intelligence–fueled revolution, the creative and design fields are among the most susceptible to massive disruptions.

But as creatives embrace new generative AI–enabled tools that turn text into images and videos, the software companies that sell these products say the AI itself is due for a bit of a redesign.

“The promise of AI is that it does everything for you and magically reads your mind, but the actual reality of it is that you still need to interact with it,” says Cameron Adams, cofounder and chief product officer of design platform Canva. “Getting something out of your head and explaining it is a bit of an art and a skill. And it’s not something a lot of us are attuned to.”

Since generative AI tools like ChatGPT made waves beginning in late 2022, companies like Canva, Adobe, and Figma have been adding more AI tools to enhance the productivity of creativity. It has gotten easier, and cheaper, to design more assets—at a time when the industry is being asked to generate a lot more images, text, and videos for different audience segments, geographies, and platforms like social and web.

But a lot of friction remains. Creative professionals are using AI to help them generate all of those assets, but often the tools still have clunky integration with the documents or presentations in which those materials must appear. Lately, design software companies have been focused on the seamless integration of these tools across their product portfolios. “We don’t see it as a single feature,” says Noah Levin, VP of product design at Figma. “We see it as more that it’s a technology that you apply to your whole product in different ways.”

Australia-based Canva has been adding AI-enabled features including text-generation tools that utilize OpenAI’s algorithms; a text-to-image tool; and an AI background remover. Since launching Canva’s AI-powered Visual Suite, the company says it…

John Kell

2024-06-20 10:00:00

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