Without capable artists at every stage of production, you’re wasting your money.
Folks argue human creativity lives in the prompt. That’s partly true, and no one’s talking about the rest.
Structurally, all art has two parts: concept and execution.
The prompt is, AT BEST, the concept. The art/creative direction; the guardrails; the vision. Prompting, by nature, makes you an experienced Creative Director, and the models stay within the guardrails. Always. So no problems there. 😉
Even so, handing off execution still means giving up a huge number of creative decisions… to an averaging machine.
How many movies sound great… yet they feel like watching a landfill catch fire? Imagine ChatGPT writing Battlestar Galactica, or Boyz ’N the Hood, or The Wire, or Severance.
Great stories run on human motivation. Grit. The body matters as much as the soul.
I know folks want to explore concepts they don’t have the skills to execute. If that’s you, have fun (boiling the Rio Grande).
I also know the Number Go Up Machine that is modern business thinks it’s cost-effective to let the algorithm do the work.
I think that’s short-sighted and stupid.
Even if they weren’t averaging machines (which they are) or accelerating the climate catastrophe (which they are) or unimaginably subsidized (corporate socialism for all!) or hyped as Digital God when they can’t even reliably count letters… this technology can’t experience. So it can’t replace experience.
It can only execute average.
Average… doesn’t make people feel things.
And if people don’t feel things, they also don’t buy things.
And that’s not good for business.