AI in marketing: Generative AI image generation as a game changer

Our long-standing client Versicherungskammer Bayern wanted to find out in an AI challenge whether elaborate photo shoots for traditional campaigns could be replaced by generative AI in the future. We were given a briefing on image creation and had just one week to create AI-generated campaign images in the brand's visual style.

The result: impressive, digitally generated imagery that conveys emotion and authenticity while being brand-compliant.

This article describes how we achieved this.

Innovative processes and agile development

The most exciting thing about this challenge was not the finished image, but how we got there. With the help of various AI tools and prototyping methods, an agile development process was created that ultimately enabled even less experienced teams to quickly implement creative concepts.

Various tool options were tested at the beginning: We fed Midjourney, Dall-E, Stable Diffusion and Flux with the same prompts and compared the results. It quickly became clear that no reproducible results could be achieved without dedicated training of the AI - which is of course essential for a consistent brand image.

In the end, we opted for the Flux tool, which we trained using image data from the Versicherungskammer Bayern image pool. Among other things, we defined the scenery, lighting mood and color scheme. The process was supported by the use of reverse prompting, in which an LLaMA model analyzed the training images and derived prompts for the creation of new images.

As the corporate design of the Versicherungskammer Bayern defines not only visual but also content-related boundaries, guardrails were developed to prevent undesirable scenarios from being created, such as a scene that appears too threatening.

After the training is before the training

Of course, generating images according to our ideas did not work straight away. It took several training rounds to wrest the desired image style from the AI. At this point, we had already been working on the challenge for one and a half days.

(Results of the first training rounds)

Another factor was the development of LoRas (low-rank adaptation), which can be used to integrate reproducible image elements into the model. We applied this to people and to Distinctive Brand Assets of Versicherungskammer Bayern. Using a multi-LoRa workflow, we were able to reproducibly generate protagonists as well as the (protective) umbrella and the style in the images.

(Evolution after further training)

Artificially generated images - real emotions

By the end of the second day of the week-long challenge, we were already able to reliably reproduce real-looking images that are on fire. The generative image technology made it possible to create authentic scenes - families coming together in everyday moments, situations in which the unexpected could happen. These images exemplify the new aspiration in brand communication: emotions, closeness and identification should also be experienced digitally.

The images should tell stories, touch people and create trust. It takes more than AI to define these scenarios. It takes a creative idea for the scenario, the story and the storytelling behind it. And this is where the human factor comes into play.

Hello wirKI!

In this moment of the challenge, access to the tool was opened up agency-wide in order to harness the creative power of all wirDesign colleagues. Because no matter how well trained the AI is, if you don't give it clear instructions and ideas, it won't deliver any really useful results.

During this phase, we developed a front end for the AI setup that was very easy to use. This allowed our colleagues to concentrate purely on the scenery and not have to consider any stylistic aspects in their prompts.

(Frontend wirKI)

From the third day of the challenge onwards, a large number of useful results were produced. These were collected in mood boards and evaluated and prioritized by designers trained in the corporate identity of the Versicherungskammer Bayern. A total of around 1600 images were generated.

Not all of them worked and there were of course some absurd results, but all of them met the brand identity of the Versicherungskammer Bayern in terms of color, lighting mood and scenery.

In order to bring the selected images up to a high quality level, they were upscaled. This made it possible to achieve resolutions of 4K, which were completely sufficient for the challenge. In terms of quality, however, even more would have been possible.

Day 7: Evaluation of the results

At the end of the week, we presented our results. Everyone involved - both on the client and agency side - came to the conclusion that the images generated in this way could definitely compete with classic campaign shooting material.

In addition, we showed that the potential of generative image creation is not limited to reproducing the real thing. By completely freeing ourselves from physical limitations, we were able to create motifs that could not easily be created in shoots or would require a lot of hard work in image editing. This opens the door to a faster, more variable and more flexible form of brand communication with images, away from the big campaigns.

Opportunities and risks

In addition to the advantages of generative AI, we have also examined the associated challenges and risks in detail. Aspects such as quality assurance, legal framework conditions and transparency in dealing with AI-generated content are decisive for how and where these images can be used.

As the generated images appear so authentic and real, brand managers raised the important question of the extent to which the use of AI images with non-real people can do justice to the insurer's core brand values - namely proximity, reliability, authenticity and trustworthiness. No final decision has yet been made on this question.

AI image generation as an extension of the agency's services

For wirDesign, the challenge generated some important insights that we can now apply to the work we do for all our clients. As a design and brand agency, we have been dealing with the topic of artificial intelligence for a long time and are actively working on using it to create value for our clients and for us internally. It is therefore only logical to give wirKI a permanent place as a product in our portfolio.

The Versicherungskammer Bayern AI Challenge has shown that the use of AI in marketing is far more than just a trend - it is a springboard for new creative approaches and efficient work processes. Companies that rely on generative image technologies are ready to actively shape change and sustainably transform their brand communication.

Here you can find more information about our wirDesign AI tools.