By Elise Mackanych
With the quickly evolving world of artificial intelligence (AI), it can be challenging to stay on top of new trends, relevant skills, and emerging technology. To address this, Academy of Art University has developed four new courses within the School of Advertising (ADV) designed to meet the needs of students creating art in this AI era: AI for Advertising, AI for Designers, AI for Everyone, and AI-Empowered Creativity.
When the need for an artist-centered AI curriculum was identified, ADV Director and Creative Lead Ross Patrick was asked by Academy President Dr. Elisa Stephens to develop courses for this evolving technological sector. According to Patrick, the nature of these courses is very fluid as technology is advancing as quickly as every week.
“We’re solving puzzles every day and using these tools, so we get to see the results,” said Patrick. “I got to see some yesterday in my classroom, where one of the students was using some AI tech that just came out two weeks ago, and the results were unbelievable.”
The courses were designed to meet the needs of Academy students across various disciplines. AI for Advertising explores the usage of AI to develop and optimize creative outcomes while understanding the importance of research in the advertising industry. AI for Designers blends traditional principles with AI applications to enhance concept generation. AI for Everyone introduces generative AI across various fields, including graphic design, UI/UX, industrial design, fashion, photography, and architecture. Using emerging AI tools, students will learn how to apply AI to their creative processes. A graduate course, AI-Empowered Creativity, equips students with the proficiency to innovate in brand communications by creating brands, products, and marketing materials to launch a marketing campaign.
There is a fear that AI will overtake all artistic creations across creative disciplines. However, the instructors behind these Academy courses note that using these tools to their fullest extent still requires a strong technical background in design. Ultimately, these courses don’t intend to teach AI to replace the creative process—they are intended to enhance it.
“My main goal for Fall ‘24 was to help students understand where to use AI and where not to,” explained AI Brand Strategy and Design instructor Jeff Carino. “Many times, AI falls short, and traditional tools are still better. I do not see a time in the near future where AI will completely replace traditional design tools, but it will continue to be another tool that will help designers in their work. I feel that many students in my Fall ’24 class came away with an absolutely excellent grasp of when and where to use AI and create outstanding works that incorporated the best of both worlds.”
In each class, Carino’s priority is to instill students with a deep sense of responsibility for high-quality work. “Having all the advanced AI tools available does not automatically make student work better,” said Carino. “It still requires talent, hard work, commitment and time.”
The ethical conversation regarding AI is very much at the forefront of usage, especially within the world of art. With the technology able to pull from any image on the internet to help create a new image, there is ongoing controversy surrounding whether using AI in one’s work is stealing from the original artists. While Patrick mentioned that potential solutions are being developed to compensate artists whose work is being directly referenced, the foundation of this issue lies within the artists themselves and how they utilize the technology.
“It’s about being a good, smart artist. Any designer knows you just don’t steal; you don’t do things that are reckless,” said Patrick. “We teach that every semester, there’s a chunk of time dedicated to that. As a university, we have to teach best practices. Everyone has to be knowledgeable about what ethics are, what etiquette is, and what plagiarism is.”
The courses at the Academy not only propel the conversation surrounding AI but also emphasize the importance of maintaining traditional design methods while embracing the advancement of technology. Additionally, the classes give Academy students an opportunity to develop their own opinions when it comes to AI firsthand.
Jamie Baden, a B.F.A. copywriting student who took the AI for Advertising course this past fall, spoke about his experience in class.
“Before the course, I was almost fully against AI, if I’m being honest. I had seen a few niche use cases I agreed with, and that was about it. Now, I can at least say I have a much more nuanced opinion on the situation,” said Baden. “As a tool for students in specific majors in an educational setting, like advertising, AI can make sense.
“Majors that are dedicated to a specific craft or part of the process should not have AI shoved in their faces—let them do their thing. Those skills will still be needed, and at the end of the day, we should still be hiring creatives. To convey an idea of what you’ll need, AI is a good communication tool. But it should not be a replacement for the final product made by real people.”
For students who are considering taking AI courses in the coming semesters but are apprehensive about taking the leap, Baden advises them to expand their creative reach, even if it feels uncomfortable.
“Have an open mind and go as far out of the box as you can,” said Baden. “Even if you don’t agree with AI and never use it outside of this class, I think it’s worth taking as a way to stretch your brain and develop new ways of thinking. This course definitely sharpens your problem-solving skills, if nothing else.”