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  • Oswaldo Zerega Garaycoa

Towards a New Era: Artificial Intelligence and its Influence on Graphic Design and Digital Marketing

Artificial Intelligence (AI) has ceased to be a mere futuristic assumption to become a tangible reality that merges with different industries, changing the way we think about our work and, ultimately, our existence. The fields of graphic design, digital marketing and corporate identity are no exception.

Today, I would like to take you on a journey through a fascinating personal project: the creation of nine illustrations, made with the Midjourney platform, that show us our favorite musicians, sadly now deceased, aged as if they were still with us. This project not only offers us a nostalgic reflection, but also serves as a catalyst to analyze the implications, pros and cons of AI in our disciplines.


First, let's look at the bright side. AI, when used well, can be an extraordinarily powerful tool. It can eliminate mundane and repetitive tasks, freeing designers and marketers to focus on more strategic and creative tasks.

In addition, the AI offers a level of efficiency and precision that is hard to match. The processing of large amounts of data, the generation of patterns and the production of graphs are carried out in a fraction of the time it would take a human.


However, you have to be careful. The same efficiency and precision that makes AI so attractive can also lead to a lack of uniqueness and authenticity. When we all use the same tools, how do we prevent our designs from becoming generic and homogeneous?

Furthermore, while AI can do wonders with data and information fed to it, it lacks human sensitivity and contextual understanding. At the intersection of AI and creativity, it is essential to maintain a delicate balance.

As professionals in graphic design, marketing and illustration, we must learn to navigate this new landscape. AI is not a threat, but a resource that can improve our work, as long as we know how to use it correctly.

Let's make AI an ally, not an adversary. Let's learn to adapt, to evolve together with it, to use it to improve our work and to challenge the frontiers of what is possible. Like Midjourney's illustrations, they challenge our perception of reality and offer us a glimpse into a world that could have been.

I invite you to join us on this journey of discovery and learning. Follow this blog and stay up to date with the latest developments and discussions around AI and how it is transforming graphic design, digital marketing and corporate identity. Together, we can learn to navigate this new era of AI and use it to create a brighter, more creative future.

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