AI is an inseparable part of marketing which drives its development and increases its success rate. Artificial intelligence helps to determine customer needs, create highly personalized product or service offers, and guide people in choosing the best products and services.
Thanks to AI implementations in marketing, simple chatbots on social media and web pages guide customers on simple questions. Machine learning can process and analyze large amounts of data to segment customers and predict their choices.
AI applications in marketing don’t stop here. One of the latest AI developments in AI text-to-art image generators, DALL-E 2 is the new buzz on social media platforms.
DALL-E 2 is now the most sophisticated and advanced AI text-to-image generator available. It has a blooming potential in the marketing industry and graphic design. Many web design companies worldwide are usin Dall-E 2. But first things first, one has to know what it is, as well as how to use DALL-E 2 to keep it cool with the guidelines, and to create high-quality images for marketing purposes.
What is DALL-E 2?
DALL-E and its successor DALL-E 2, named after Salvador Dali and Pixar’s WALL-E robot character, are machine learning models created by OpenAI, based in US. DALL-E was launched in January 2021 but had never been available for public use. Updated and more advanced version DALL-E 2 was launched in April 2022. DALL-E 2 is trained on 650 million images.
DALL-E and DALL-E 2 use GPT-3 which is an autoregressive language model that allows a computer to understand written human text. DALL-E 2 can understand written text, connect it with existing concepts and produce original visuals. DALLE-2 uses a technique called “diffusion”, which chooses a pattern of randomly placed dots and modifies the pattern to resemble a picture as it picks up on details of that image. DALL-E 2 creates four versions of the written text, and you can choose the one you like the most.
Everyone can sign up for DALL-2 waiting list on OpenAI page. DALL-E 2 users get 15 free credits each month. Users can buy more credits and access editing features.
DALL-E 2 for commercial use
One important question a user may ask is, who is the author of the AI-produced art? The answer is quite complicated. There is a misconception that DALL-E 2 possesses an artistic talent and challenges human art abilities. DALL-E 2 algorithm cannot create art by itself. It requires imagination, skill, intentionality and talent in natural language descriptions.
DALL-E 2 users are allowed to use generated images for commercial purposes like printing, selling or licensing. Users must credit DALL-E 2 with the work by the watermark in the image corner.
One unclear issue is whether DALL-E 2 generated images featuring humans are legally authorized for use. DALL-E 2 recently changed the rules of images containing faces due to requests. Users can upload pictures with faces but only with people’s consent. The rules regarding face use may be updated and changed frequently.
When creating a text prompt, you can use someone’s art style but you can’t make an image based on a specific famous image by an artist who died before 1952. It can be considered infringing. Fictional or non-fictional character use for marketing purposes is a copyright issue.
DALL-E 2 guidelines. How to use DALL-E 2 to create images?
Once the user logs in, one enters the main page where one can write a text prompt or upload a picture to edit it. The text prompt generates four visuals, and the variations function becomes accessible (it is in the right corner). Users can download and save their favorite photos. On the left side of the page, there is a “my collection” button. Users can click on the right corner on one’s name icon and access other DALL-E 2 features: buy credits and use out-painting,
There are three ways to create an image using DALL-E 2: text prompts, variations and edits. Text prompts are image descriptions in natural language, while variations are created from already generated or uploaded pictures. You can upload an image or a photo if you have permission to use it. You can also use old paintings, public domain images, or your artworks.
Unlike text prompts and variations, edits give you more ability to control the image. You can upload generated images, delete or erase any features you don’t like, and change the land space or environment.
DALL-E 2 features an out-painting tool, which allows you to extend the landscape of the image. For example, you can shrink the image and leave transparent space in a chosen location. You can provide a description and not only extend the landscape but create new elements or change the painting style. Out-painting can help to adjust the size of the image because DALL-E 2 makes only square format images (all images are 1024 x 1024 pixels), and out-painting can make it wide or narrow.
The first step is to type a sentence, but it’s important to know some tips to achieve the best results. For example, you can type the description and imagine its representation in your mind. DALL-E 2 generated images may not meet your expectations. Human imagination may make us more judgmental of AI abilities, and it is important to let DALL-E 2 know what you want. Image variations increase the chances of finding the desired outcome.
When writing the description, specify the type of the image (a painting, a drawing, a photo, etc.), style (digital art, impressionism, etc.), the focus of the image (humans, animals, objects, etc.), landscape, and the context. Long, detailed descriptions will give you better and more precise results than short and bold ones. If you leave some uncertainty (for example, color, style, or size), DALL-E 2 may interpret itself.
DALL-E is not taught to make images in a certain way. It does not know photography techniques. The user can specify the camera, film, lens, and lighting conditions that contribute to the quality of the image.
DALL-E 2 for different types of images in marketing
Why is it important to boost brand and logo with engaging visuals?
Every business has brand and logo images that represent the company and products. The brand makes the company stand out from the masses and makes the product or service more remarkable.
The logo is a core identity of your brand that makes the product memorable to the customers. It can communicate your product values to the customer and create a strong first impression. You create your brand with a logo, product images, banners, posters, blog and social media images.
Product images. Product images are marketing images that present the product to the target market. Its goal is to introduce the customer to the product and create a long-lasting impression.
DALL-E 2 helps to illustrate products that can be very individual for every client or hard to depict. For example, DALL-E 2 can show how a face may look after plastic surgery using the patient’s face. Or it can show how a house may look in a chosen landscape setting. This way, a product adjusted to personal needs will be more appealing and fitting to the customer, generating higher sales and customer engagement.
DALL-E 2 variation and out-painting can give more benefits to the product image. Out-painting changes the size of the image and expands it. You can also generate product images with people using them or enjoying them. In marketing, pictures with humans and human faces attract more attention and views from customers.
DALL-E 2 can create a new unique setting or background for the product (for example, depict the product in different seasons), and illustrate in new fun ways to make your product more outstanding. Variations fulfill the never-ending need for new product illustrations. Since DALL-E 2 generates four images of the same prompt, that ensures diversity and no repetition.
Banners. Banners are rectangular graphic display ads that appear on the website. Banners are the business cards that create the brand and drive traffic. Banners can be horizontal or vertical, they can appear on the right or the left side of the page, on the bottom, or on the top. DALL-E 2 can help to create a unique banner style, extend the image to the standard banner size or refresh the banner.
DALL-E 2 text prompts can illustrate or suggest new banner ideas. Stock images are a good option too, but they may not be original and do not always represent the brand the way you want. DALL-E 2’s ability to make fantasy scenarios into realistic images can help you stand out.
Social media images. Images drastically increase the views, create a product brand and evoke emotions with strong associations in social media.
Images on Instagram and Facebook create the first impression and try to inflict emotions. For example, to promote bakeries, you can create a surrealistic image of cute cats or dogs enjoying your products or an outer-space family reluctantly waiting to buy your bakeries. Another way is to try out multi-image posts to tell a consistently engaging story.
Surrealistic images containing your team members and work behind the scenes can drive great results. But you must ask for the consent of your employees and team members to use their photos.
DALL-E 2 helps to play with possible marketing scenarios and emotions in the images. This way, you can see which emotions fit the best for products and test them before launching them on your social media pages.
DALL-E 2 can form ideal visual composition and aesthetics in the images. Instagram users prefer images that have an average-size background instead of ones that have no background at all. Users focus on the visual texture, light colors and one dominant color. DALL-E 2 can generate the traits in the images related to your audience (for example, age, gender, social status, interest, and emotion).
Posters. The poster is a printed promotion of a service, product, or event that is used in public places. Posters can provide more attention to your brand because they can be put in various places, give information, and catch attention. DALL-E 2 can produce an alluring artistic graphic design which is the main point of the posters.
DALL-E 2 can help to unleash creativity in posters because the most important element in the poster is the image, not the text. Mesmerizing DALL-E 2 posters can leave an immediate impact on the targeted audience.
Website and blog posts. The website presents your product or services to the customers. A website’s graphic design determines the success of the product and brand. DALL-E 2 can be used to organize the style and colors of the graphic design. An eye-capturing font is a key in creating websites because they are simple to read and use. DALL-E 2 can help to create an eye-capturing image and combine it with font, styles and colors to match your brand.
The image should capture the idea of the article and represent the idea clearly, but already created images may not illustrate what you want to say to the audience. Images can be pricey and used by your competitors, which makes your article less unique and less noticed by search engines.
DALL-E 2 is not a free tool, but paying for a uniquely generated image makes your article perform better. A captivating DALL-E 2 image grabs the attention of possible customers and improves search rankings.
The human brain craves visuals, and the customers always need to be engaged by new and curious visual material. DALL-E 2 is a blooming goldmine for graphic design and marketing industries because it helps to create novel brand looks with little effort. Thanks to DALL-E 2, mundane stock photos can be changed by unique and engaging visual content.