creatives

It is not every day that one attends an event taking a walk with the sea and the sunrise in the background. But that’s just what happened to us Upscale Confa conference organized by the Spanish company freepik. The objective: to serve as a meeting point for a creative community that is absolutely dedicated to the world of AI. It is the third edition of Upscale Confthe second in Malaga —San Francisco was the other venue in May—and it is clear that we are facing what is little by little becoming one of the great events of the intersection between human creativity and creativity? of generative AI models. It doesn’t seem like attendees have too many doubts about it. After the almost inevitable queue for accreditations, two days of talks, workshops and much, much begin. networking. Showing a QR code on your mobile to connect to LinkedIn is the modern version of the business cards of yesteryear. To me, a very occasional user of this network, I find that surprising and very invasive: hey, I might not want to follow you on LinkedIn. I liked it better when you simply asked for the email—which didn’t commit you as much—and even more when people gave you their business card, which was almost like a trading card from before. You didn’t just keep business cards: you almost collected them. That time seems to have almost vanished. AI democratizes creativity made into an image Be that as it may, once inside the atmosphere is surprisingly optimistic. No one here seems to be worried about being replaced by an AI, something that It has already begun to be seen in China in 2023 in creative works. There are no nerves or restlessness in the respectable: only expectation and acceptance of an apparent reality. The one that AI is here and no one is going to stop it. Compared to other conferences with a more technical background, here is a scent of discovery. Wanting to know what this can give. To listen to the people who are trying to be the spearhead explain how their relationship with AI is going in what was theoretically the last frontier that AI would never conquer, human creativity. I come across attendees from here and there and I ask two of them what their motivation is for attending Upscale Conf. Andy and Antonio are from a tourism agency in Malaga and they explain to me that they already use AI in the software development part, but curiously, not so much in the visual and creative part. The argument is forceful: “in the tourism sector, using artificial photos can be very dangerous.” And yet, they come to take the pulse of this apparent revolution and learn from it. What I find everywhere are very diverse profiles and, curiously, not necessarily linked to the creative segment. I speak with (another) Antonio, who like me has gray hair and who, like me, is also optimistic about the future of AI. He is not creative, but rather helps companies understand the potential of AI for a fundamental aspect: productivity. And like the kids from Malaga, you are here to learn, discover and be inspired. Four guys who are talking animatedly tell me the same thing practically when I interrupt them and ask them what sectors they come from. There is a little bit of everything. One of the boys, a content creator, took advantage of current tools to demonstrate that kitten olympics They can have a lot of pull. DEPT’s Marten Kuipers made it clear that not everyone sees this creative AI thing as a good idea. He, like the rest of the attendees, has a different opinion. Two others, in the real estate segment, are investigating possible uses of generative image and video AI for their business. The fourth, in the consulting branch, explains to me that the other great reason is not only to learn, but a classic of events: networking. Meet people and make yourself known. Putting faces to people with whom you had been exchanging messages for months (or years?) on Twitter (sorry, X) or on Instagram or LinkedIn. From IG or TikTok influencers to creatives who take advantage of AI But in all cases, we insist, absolutely optimistic atmosphere between professionals from both sides who seem to see this as an opportunity. One in which some are certainly making gold: several of the speakers at the event are new stars in the firmament of content creators. PJ Accetturo during his presentation explaining how to make a viral video. The idea is still the important thing, the process and the prompts are surprisingly “normal”. For example, PJ Accetturo, creator of the famous trailer for ‘The Lord of the Rings’ in Studio Ghibli style…before OpenAI I would copy the idea. Or Yonatan Dor, who have managed to get their gritty videos created with AI—using the image of Trump, Musk or Kamala Harris—become viral phenomena that already have hundreds of millions of visits. AI helps, but it doesn’t come close to doing everything. Laura Pin showed in her 90-minute workshop how she combines Midjourney, nanobanana, Magnific, Topaz AI, Photoshop and Lightroom to achieve just what she had in her head. The attention to detail is extraordinary. We walked through the different conferences and workshops and, as in any event, we found a little of everything. The days begin with the entrance of Linus Ekenstam (@LinusEkenstam), popularizer and influencer of this segment, who acts as master of ceremonies throughout the event. As a good communicator, you know some useful tricks: Start with a good personal story to hook attendees. He tells how when he was little a friend gave him a computer and he slept with the machine next to him, like a stuffed animal, because he was afraid that that treasure would be stolen. Joaquín Cuenca, CEO of Freepik, announcing the launch of the new collaborative service on his platform, called Freepik Spaces. Then it comes Joaquin Cuencafounder and CEO … Read more