Quad：2024品牌視覺中的生成式AI與CGI技術(shù)研究報告-英文版

whitepaper

GenerativeAIAQuadInsights

andCGIfor

brandimagery

Nowwithanadvanced3Dscanningupdate

A2024guideformarketers

Introduction

Marketinggoals

Servingbrandvalues

Proceedwithcaution

Educationandpolicies

Evolvinglegallandscape

Copyright

complications

Q&A3D

scanning

Introduction

Intheyearsincewereleasedthe2023editionof

thisguide,generativeAI(artificialintelligence)hasprovokedplentyofveryreal—andveryhuman—reactionsandemotions,including:

?Continuingwonderatthecurrentcapabilitiesofthetechnology—andastonishmentatthepossibilities(see,forinstance,text-to-videogeneratorsincludingOpenAI’sSoraandLumaAI’sDreamMachine).

?Risingunease,particularlyamongmembersof

thecreativecommunity—manyofwhomsee

generativeAIasajob-destroyer—andageneralpublicthatisincreasinglyseeingdisturbingusesofthetechnology(seepages6–7).

?Growingconsumerandworkplaceacceptance

atabasiclevel,asgenerativeAItoolshave

increasinglybeenincorporatedintomainstreamproductsandplatforms,includingthosefrom

Adobe,Apple,Google,MetaandMicrosoft.

acrosseveryconceivablevertical(fromretail

andCPGtofashionandhealthcare),Quadhas

beendeployingAItechnologiesacrossmarketingapplications—includingdataanalyticsandofferoptimization—foryears.

Thisreport,though,specificallyfocusesonthe

visualsideofthegenerativeAIequation.DeployinggenerativeAIformarketingimagecreationina

responsiblemannermeansthatmarketersneedaclear-eyedviewofboththepossibilitiesandthepitfalls.Towardthatend,thisreportincludes:

?Big-pictureguidanceintheformofarundown

ofthesixmostimportantconsiderations

formarketerswhoareusing,orplantouse,

generativeAItocreatebrand/marketingimagery.

?AninterviewwithJimmyRichardson,GroupVP,Studio&CreativeatQuad,anexpertontheuseofgenerativeAIandrelatedcomputer-generatedtechnologiesformarketingimagery.

?Continuingconcernsaboutthelegalissues

surroundingtheintellectualproperty(IP)onwhichgenerativeAIplatformsaretrained(seepage5).

?Asortofgiddy“goldrush”sensibilityamongtechinvestors,whopouredalmost$50billionintoAI-relatedstartupsin2023,

accordingto

Crunchbase

.

Allofthoserealitieshavecombinedtocreateafeelingofwhiplashamongmarketers,whoare

expectedtosomehowbothcontinuetoembracethisemergingtechnologywhilealsoexercisingextremecaution.What’stherightbalanceforbrands?

Tohelpanswerthatquestion,we’veputtogetherthiswhitepaper.Asamarketingexperience(MX)companythatworkswithmorethan2,700brands

?Asectioncoveringtheuseofnext-gen3Dscanningtechnology.

GenerativeAIandCGIforbrandimagery2Quad

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1.First,askhowdeployinggenerativeAI

might—ormightnot—serveyourbrandvalues

Thefactthattheuserinterfacesofbothverbaland

visualgenerativeAIplatformsaretypicallysimpletostartusingmeansthatanyonecanquicklyderivesomevalue—oratleasttheillusionofvalue—

fromthem.

Wesayillusionbecause,remember,the“A”in“AI”standsfor“Artificial”—generativeAIplatformsaremerelymimickinghumanintelligenceand

imagination.

Inthevisualrealm,generativeAIplatformsare

goodatappearingtobecreativeorartistic,which

ofcourseisdifferentfromactuallybeingcreative

orartistic.Essentially,they’rechannelingand

remixingcreativity—creativeassets—thatalreadyexistontheinternet.(Moreonthatonpage5.)

Now,considertheextenttowhichbrands

everywherehavebeentoutingtheir“authenticity,”andit’snothardtoimaginemarketersfacinga

collisioncourseiftheyrushintodeployingtoolsthatare,bydefinition,fakingit.

InanAprilpostheadlined

“5brandsrestricting

AIintheirmarketing,”

AdAge’sAsaHikenwritesabouthow“brandsinfashion,cosmeticsand

entertainmenthavedrawnlinesinthesand,”

includingL’Oréal,whichis“prohibitingusingAI

todepicthumanhairorskintones,”andUnilever’sDove,whichhas“pledgedto‘never’usethe

technologytodepictrealhumansinitsadvertisingbecauseoftheunrealisticwaysinwhichAItendstoportraybeauty.”(Theotherbrandscoveredinthe

storyareLego,H&MandThinx.Keepreading

here

.)

Gartnersawthiscoming.In

aDecember2023list

of“predictionsfor2024andbeyond,”

thetech

researchfirmdeclared,“By2027,20%ofbrandswillleanintopositioninganddifferentiationbasedontheabsenceofAIintheirbusinessandproducts.”

AsEmilyWeiss,SeniorPrincipalResearcherin

theGartnerMarketingPractice,putit:“Mistrust

GenerativeAIplatformsaregoodatappearingtobecreativeorartistic,whichisdifferentfromactuallybeingcreativeorartistic.

andlackofconfidenceinAI’sabilitieswilldrivesomeconsumerstoseekoutAI-freebrandsandinteractions.Asubsectionofbrandswillshun

AIandprioritizemorehumanpositioning.This

‘a(chǎn)coustic’conceptwillbeleveragedtodistance

brandsfromperceptionsofAI-poweredbusinessesasimpersonalandhomogeneous.”

ForthosebrandsthatarecontinuingtoexploreanduseAI,though,akeygoalissurelyaboutsaving

money—itis,afterall,anautomationtool—but

thatdesiredoutcomemustbebalancedwithan

unwaveringcommitmenttothecorebrandmission.

“Intentionalcontrolofthebrandimageiswhat

greatbrandsunderstand,”saysQuad’sRichardson.

“It’sacrapshootwithgenerativeAI—you’re

lookingforareductionofcostsbyhavingahit-or-missscenarioinplace.Whatbigbrandsandretailerswantisconsistencyandbrandcontrol.Becausethat’swhatthey’rebuilton.”

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2.Makesureyourimage-creationstrategiesareclearlyalignedwithyourmarketinggoals

Whenitcomestogeneratingvisualassetsfor

brands,reducingcostsandautomatingworkflowareworthyandachievablegoals.

Infact,helpingbrandsachievethosegoalsisthe

primarymissionofQuad’sMX:Creativeoffering—acentralpartoftheoverallQuadsuiteofsolutions.

QuadhasstudiolocationsacrosstheU.S.and

theworld—fromSussex,WisconsintoDallas

toHongKong.Eachofthoselocationsisstaffed

withteamsofphotographers,videographers,CGIartistsandaudioandlightingtechnicianswho

collectivelyproducevisualassetsforhundredsofmarketingclients.

Quad’sCGIwork—includingmodelcreationfromnext-generation3Dscanningequipmentrather

thanconventionaldigitalphotographyequipment

—hasbeenopeningupnewpossibilitiesformarketers.

BycreatingversatileCGIassetsintheplaceoftraditionalproductphotography,forinstance,brandsareabletoachievesomeofthekey

objectivesofdeployinggenerativeAI—including

workflowautomationandcostsavings—whilealsomaintainingfullcreativecontrol.

Tolearnmore,checkoutourin-depthconversationwithJimmyRichardsonstartingonpage10,as

wellasthesectioncoveringtheuseofnext-gen3Dscanningtechnologystartingonpage12.

BycreatingversatileCGIassets,brandsareable

toachievesomeofthekeyobjectivesofdeployinggenerativeAI—includingworkflowautomationandcostsavings.

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3.TounderstandthecopyrightcomplicationssurroundinggenerativeAI,starthere

Everydayitseemsthereisfreshmediacoverage

relatedtothecopyrightandintellectualproperty(IP)implicationsofcontentproducedusinggenerative

AI.Thelegallandscapecanbebewildering,but

thekeytounderstandingwhat’sgoingoninvolvesfocusingonthecoreconceptofauthorship.

OnMarch16,2023,theCopyrightOfficeofthe

LibraryofCongressissuedastatementofpolicytitled“

CopyrightRegistrationGuidance:Works

ContainingMaterialGeneratedbyArtificial

Intelligence.”

Thestatementrunsaratherdense24paragraphs,

butthekeypassagereads,“IntheOffice’sview,it

iswell-establishedthatcopyrightcanprotectonlymaterialthatistheproductofhumancreativity.

Mostfundamentally,theterm‘a(chǎn)uthor,’whichis

usedinboththeConstitutionandtheCopyright

Act,excludesnon-humans.TheOffice’sregistration

policiesandregulationsreflectstatutoryandjudicialguidanceonthisissue.”

In2024,it’sbecomeincreasinglyclearthatthe“non-humans”havebeenleaningheavilyonushumansfortheir“creations.”

Forinstance,inJanuary,TheNewYorkTimes

publishedastorybytechreporterStuartA.

Thompsonheadlined“

WeAskedA.I.toCreatethe

Joker.ItGeneratedaCopyrightedImage

.”The

imageinquestionwasofintellectualpropertyownedbyWarnerBros.

AndtheJokerimagewasjustthetipoftheiceberg.TheTimeswassuccessfullyabletogetgenerative

AIplatformsto“create”variouscopyright-

infringingimageswhilereplicatingaseriesoftestsfirstexecutedbyReidSouthen,amovieconcept

artist,andGaryMarcus,aNewYorkUniversity–basedA.I.expert.

Marcus,Thompsonwrites,“collaboratedwith

Mr.Southentorun[various]prompts.Mr.Marcus

“GenerativeAI

systemsmayproduceplagiaristicoutputs...potentiallyexposinguserstocopyright

infringementclaims.”

—ReidSouthenandGaryMarcusinIEEESpectrum

suggestedremovingspecificcopyrightedreferences.

‘Videogamehedgehog’returnedSonic,Sega’s

wisecrackingprotagonist.‘Animatedtoys’createdatableaufeaturingWoody,BuzzandothercharactersfromPixar’s‘ToyStory.’WhenMr.SouthenandMr.Marcustried‘popularmoviescreencap,’outpoppedIronMan,theMarvelcharacter,inafamiliarpose.”

Thoseparticularcharacterswereoutputby

AIimagegenerator

Midjourney.

Separately,

theTimestaskedChatGPTwith“creating”an

imageofSpongeBobSquarePants.“Thechatbotsaidtheimageonlyresembledthecopyrightedwork,”Thompsonreports,butinfactitlooked“remarkablysimilartothecartoon.”

InadditiontogarneringTimescoverage,Southen

andMarcuspublishedtheirfindingsinaguestpostforIEEESpectrum,themagazineoftheInstitute

ofElectricalandElectronicsEngineers,headlined

“GenerativeAIHasaVisualPlagiarismProblem.”

Astheauthorsputit,“Theseresultsprovide

powerfulevidence...thatatleastsomegenerativeAIsystemsmayproduceplagiaristicoutputs,

evenwhennotdirectlyaskedtodoso,potentiallyexposinguserstocopyrightinfringementclaims.”

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4.BrandsareexperimentingwithdeployingAI-inflectedcampaignsandassets—andsomehavefacedblowback

InaJanuarypostheadlined

“Artistsaremaking

creativecompaniesapologizeforusingAI,”

The

Verge’sJessWeatherbedreportsthat“drawing

tabletmanufacturerWacomisthelatesttarget

beingslammedbythedigitalartcommunity

afterappearingtouseAI-generatedimagesin

ads.”MembersofthecommunityhadpostedonX(formerlyTwitter)andTikTokthatthey’dnoticed“WacomwaspromotingitsIntuospentabletwithadragonillustrationthatshowedtelltalemarksofAI-generatedimages—suchasquestionablescaledesignsandfurblendingunnaturallyintoother

sectionsoftheimage,”Weatherbedwrites.

Wacomendeduprespondingwith“amessage

fromtheWacomTeam”postedtosocialmediathatread,inpart,“WewanttoassureyouthatusingAI

generatedimagesintheseassetswasnotourintent”—addingthatithadpurchasedtheimages“throughathird-partyvendorwhereitwasindicatedthat

theywerenotAIgenerated.Wevettedtheimagesthroughafewpopularonlinetoolsthatalso

indicatedthattheywerenotAIgenerated.However,giventhecommunity’sfeedback,wearenownot

surehowtheimageswerecreated.”

Wacomsaiditpulledtheimagesinquestionand

wasintheprocessof“reviewingandupdatingourprocessessothatwecanavoidthishappening

again,”addingthat,“Asapartnerforartistsaroundtheworld,Wacomsupportshumancreativityandstrivestoservethecommunitywithintegrity.”

Inanothercautionarytale,inApriltheWashingtonStateLotterypulled“apromotionalAI-powered

webappafteralocalmotherreportedthatthesitegeneratedanimagewithherfaceonthebodyofa

toplesswoman,”

ArsTechnica’sKyleOrlandreports.

Lotteryofficialsissuedastatementsayingthat

they’d“workedcloselywiththedevelopersofthe

GenerativeAIandCGIforbrandimagery

AIplatformtoestablishstrictparameterstogovernimagecreation,”butthatsomehow“asingleuseroftheAIplatformwaspurportedlyprovidedanimagethatdidnotadheretothoseguidelines.”

EvensuccessfulcampaignswithnounintendedassetsoroutputscangeneratecontroversywhengenerativeAIisbroughtintothemix.See,forinstance,aMarch14reportbyAdAge’sTimNuddandArvelisseBonillaRamos,“

UnderArmour’sAI-drivenadunnerves

productioncommunityalreadyonedge

,”aswellas

anAug.7postbyVox’sRebeccaJennings,

“Those

OlympicsAIadsfeelbadforareason:It’snotjust

Google’s‘DearSydney’commercialthatfeelssoulless

andstrange.”

“What’shappeninginthemarketingandcreative

communitiesisareal-timereconsiderationofthe

notionof‘a(chǎn)uthorship,’”saysErikSpooner,MarketingCreativeDirectoratQuad.“Thereisgoingtobea

continuinglevelofanxietyabouttheexactroleof

humancreativesinthefinalproductwhengenerativeAIisbroughtintotheprocess.Afterall,flesh-and-

bloodcreativeshaveegos,prideintheirwork,asenseofpersonalvision—andAIhasnoneofthosethings.”

Evensuccessfulcampaignswithno

unintendedassetsoroutputscan

generatecontroversywhengenerativeAIisbroughtintothemix.

6Quad

“WhenresearcherstalkaboutgenerativeAImodels‘training’oncontent,they’reessentiallysayingthatAIisabsorbingandextrapolatingfromexisting

materialthatwascreatedovertimebyhumans,”

saysGaronBenner,MarketingDirectorofOwnedPlatformsandTechnologyatQuad.“Yes,it’s

generative,butit’salsoderivativebydesign.Iseehumancreativitybeingsimilarlyderivative,butwe’veneverhadtoquantifyitinanewway.”

AsmarketersexperimentwithgenerativeAI,it’s

importanttomonitorthelargerdialogueinthe

cultureaboutthetechnologyamongconsumers

andthemedia.InlateApril,forinstance,The

WashingtonPostpublishedareportbyPranshu

VermaandCatZakrzewskiheadlined“A

Ideepfakes

threatentoupendglobalelections.Noonecan

stopthem.”

ThegrowingawarenessofhowAItechnologiesarebeingusedinsinisterwaysinthecontext

ofelectioninterferencecomesatatimewhenconsumersareincreasinglyseeingdisturbingAI-generatedimagesgoviral.

Forinstance,inlateJanuary,explicitAI-generatedimagesofTaylorSwiftwentviralonX,attracting

over45millionviewsbeforetheoriginatingaccountwassuspended.Thebottomline:GenerativeAIgotafreshblackeyewiththisnightmarescenariofor

theglobalpopsuperstar—andnowmillionsof

so-calledSwifties(devotedfansofTaylorSwift)

haveanew,deeplypersonalreasontothinkofthetechnologyasdownrightcreepy.

GenerativeAIandCGIforbrandimagery

It’simportantto

monitorthelarger

dialogueinthe

cultureabout

generativeAI

amongconsumers

andthemedia.

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5.ItmaybetimetoupdateyourinternalAItrainingprotocolsandpolicies

BeyondexplicitlystatinggoalsandestablishingbroadguidelinesforgenerativeAIprojects,

marketingorganizationsneedtobuildout

educationalandpolicyinfrastructure.Employeesatalllevelsoforganizationscontinuetodive

intogenerativeAIexperimentation,oftenwith

noformaltraining,whichaddsanotherlayerof

unpredictabilitytoanalreadywildlyunpredictabletoolset.

Afewthingstokeepinmindforyourcompany’sevolvingeducationalandpolicyinfrastructure

surroundingAI:

?Don’thesitatetoexplainthebasicsto

yourteam.“GenerativeAIcanseemlikea

technologicalblackboxtomarketingteam

“GenerativeAIcanseemlikeatechnological

boxtomarketingteammemberswhonocomputersciencebackground.

—Quad’sDirectorofAgencyOperations

memberswhohavelittleornocomputersciencebackground,”saysGregBae,Quad’sDirectorofAgencyOperationsInfrastructure&TechnologyArchitecture.“So,abitoffoundational,101-leveleducationonthebasicsofthetechnologycan

makeabigdifference.”

?GenerativeAIisrapidlychanging—somake

?Rememberthatvisualassetsareaformof

datathatneedstobeprotected.Marketing

teamsroutinelytrafficintradesecrets—sharingcloselyguardedbrandmaterialsrelatedto

preciselytimedproductandcampaignlaunches.

Eveninthecourseof“informal”generativeAIexperimentation,thedispositionand

manipulationofthosematerialsintheclouddemandscarefulconsideration.

Formarketingteamslookingtoleveluptheir

learning,Quadhasbeenadvisingclientson

defininggoalsforgenerativeAIexperimentation/

deploymentandinvolvingselectbrandsingenerativeAIandCGIpilottesting.

sureyourinternalguidelinesandguardrails

arekeepingpace.WrittenpoliciessurroundingtheuseofgenerativeAItoolsshouldbe

reexaminedandupdated,asnecessary,on

aregularbasis.“In2024,onethingcreative

organizationsandmarketingdepartmentsshouldbelookingatcloselyismakingsureanasset

managementprocessisinplacethatcovers

clearanceandcredits,andclearlydocuments

theoriginofvisualassetsthatmayfactorintoagenerativeAIactivationnoworinthefuture,”saysQuad’sRichardson.

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6.Knowthatthe‘statutoryandjudicialguidance’surroundinggenerativeAIisevolving

TheU.S.CopyrightOffice’sstatementaboutAIcitedinsection3abovesoundsratherdefinitive—butattheendofitsfullpolicydeclaration,there’satellingsentence:“TheOfficecontinuestomonitornew

factualandlegaldevelopmentsinvolvingAIand

copyrightandmayissueadditionalguidanceinthefuturerelatedtoregistrationortheothercopyrightissuesimplicatedbythistechnology.”

WhiletheOfficehasofferednosuggestionofa

timelineforthatpotential“additionalguidance,”lawsuitssurroundingtheuseofgenerativeAI

continuetowindtheirwaythroughtheU.S.legalsystem.

AsJamesGrimmelmann,ProfessorofDigitaland

InformationLawatCornell,

toldMeganMorrone

ofAxiosinJanuary

:“CopyrightownershavebeenlininguptotakewhacksatgenerativeAIlikeagiantpi?atawovenoutoftheirworks.2024islikelytobetheyearwefindoutwhetherthereismoneyinside.”

Meanwhile,inearlyApril,Sen.MariaCantwell(D-Wash.)andRep.CathyMcMorrisRodgers(R-Wash.)introducedtheirproposalforthe

AmericanPrivacyRightsAct(APRA),

which

AdExchanger’sAllisonSchiffcalls

“thefirstseriousattemptatacompromisetopassnationalprivacylegislationsincetheAmericanDataPrivacyand

ProtectionAct(ADPPA)failedtoadvancelast

year.”Thewide-ranginglegislationcouldaffect

everythingfromad-targetingto,yes,thedatausedtotraingenerativeAIsystems.

Staytuned.

“Copyrightownershavebeenlininguptotake

whacksatgenerativeAIlikeagiantpi?atawovenoutoftheirworks.2024islikelytobetheyearwefindoutwhetherthereismoneyinside.”

—CornellProfessorJamesGrimmelmanninaninterviewwithAxios

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AninterviewwithgenerativeAIandCGIexpertJimmyRichardson

AsGroupVP,Studio&CreativeatQuad,JimmyRichardsonleadsateamofphotographers,

videographers,CGIartistsandaudioand

lightingtechnicianswhoproducevisualassetsforhundredsofQuadclients.BasedinDallas,

heoverseesstudiolocationsacrosstheU.S.andcollaborateswithQuad’sgloballocations—

fromSussex,Wisconsin,toSanAntonio,Texas;

Mooresville,NorthCarolina,toManipal,India;andMinneapolistoHongKong.

Richardsonisanexpertonthecreationof

computer-generatedimagery—from3DscanningtechtogenerativeAIandbeyond—formarketing

applications.Inthisinterview,heshareshis

thoughtsonthepresentandfutureofcreativeassetautomationforbrands.

Inthepastwe’vespokenaboutthebarrierstogenerativeAIbecomingauniversallyuseful,

reliabletoolforthecreationofbrandimagery.What’syourthinkingthesedays?

Richardson:Qualitycontrolandlegalconcernssurroundingintellectualpropertyarestillthe

bigissues.

Asmuchasthetechnologyhasbeenadvancing,thosearestillthebigredflagsformarketers?

Richardson:Right,andthey’renotgoingawayanytimesoon.

Let’stalkabouthowmarketerscanmoveforwardincreatingdigitalvisualassetsat

scale.Iknowyourteamhasbeenexploringthe

intersectionbetweengenerativeAIandnext-

generation3Dscanningtechnology,whichseemstobeawaytokeepmuchtightercontrolofall

thevariables.First,giveustheelevatorpitchonwhatyou’redoingwithscanning.

Richardson:Byusingleading-edgescanning

technology,wecreateasingledigitalasset—of,forinstance,aproductsuchasasneakerorabackpack—andunleashitspotentialtogenerateadiverse

arrayofmarketingassets.

Likewhat,forinstance?

Richardson:Photorealisticstillrenders,360°

interactivespins,full-motionvideo,AR/VR

experiencessuchasvirtualtry-ons,socialmediapostsandsoon.

Thissortofnext-genscanningreplacestraditional

digitalphotographyandcapturesalotmore

informationsurroundingagivenobject,right?

Richardson:Right.Itreallyisgame-changing

technology.Inthescanningprocess,we’recapturingnotonlyalltheinformationthatmakesupthe

object’sform,butthelighting,thetextures,thecolors—allofthatismappedandincludedintheasset.

AQuadStudiosfacilityinSussex,Wisconsin

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Theshorthandforthoseofuswhoarenotcomputerscientistsisbasicallythatyou’recreatingasortofthree-dimensionaldigital

twinofaproduct—andthatassetisincredibly

versatileandcanbeusedinamassivenumberofdifferentmarketingapplications.

Richardson:Exactly.AndunlikegenerativeAI,whichcan“make”ashoe,thisisyourshoe—a

completelyaccurate,true-to-lifecaptureofyourbrand’sshoethatcanthenbeusedincountless

differentways.

videoassetsthatweneedforbroadcast—foraTV

commercial.Hereareourstillphotographyassets—foraprintadorforacatalog.”Andsoon.

OurapproachatQuadistohelpmarketersevolve

fromthinkingofassetsforeachchannelasseparatethingsthatareproducedseparately.We’rehelpingyousolveacrossmultiplechannelswithasset

creation—intheprocessamplifyingyourbrand’simpactwhilesimplifyingyourworkflowandsavingtimeandmoney.

Isthatwherethisnew3Dassetcanbecombined

withgenerativeAI?Theshoeisreality-

based—true-to-life,true-to-brand—but

theenvironmentsyouputthatshoeindon’tnecessarilyhavetobe?

Richardson:Right.Forinstance,youhavethisscanofaparticularmodelofyourbrand’sshoe.Youcanputthatshoeon,say,abeach—orinaforest.If

youdon’tcaretoomuchabouttheexacttypeof

leavesontheplantsintheforest,thengreat,wecangeneratetheforestthroughAI—butwhenitcomestotheproductlevel,youwantyourexactproduct

representedthere.Sothatwayit’sacombinationofapproaches—puttingreal-worldobjectsinageneratedworld.

Therearesomanychannelinitiativeswithbrandsnowadaysthatit’simpossibletolookatitlikeyoudid20yearsagowhereyou’dsay,“Hereareour

Onceawireframemodelis

created,itcanberetextured

andrecoloredforlineextensions.

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