Depuis quelques années, l’Intelligence Artificielle , un secteur phare du domaine de l’IT ,connaît un engouement nonpareil grâce à des avancées technologiques majeures avec un taux de croissance de 15,2 % en 2021 notamment dans le domaine de l’apprentissage machine (machine learning). Un champ d’étude de l’IA qui a fait des ordinateurs des machines de plus en plus puissantes et performantes en accroissent leurs capacités dans un plus grand nombre de domaines. Cette évolution à vitesse grand V des plateformes d’intelligence artificielle ont profondément impacté l’organisation du travail et les relations hommes-machines.
Une expansion sans précédent de l’IA générative
Dans une ère où le nerf de guerre est la collecte et l’analyse de la big data , l’expansion des modèles de deep learning et d’apprentissage automatique ouvrent d’innombrables perspectives en termes d’innovation technologique en frayant un chemin plus accessible et prometteur dans les domaines commerciaux, marketing, scientifique, industriel, etc. « L’impact de l’intelligence artificielle sera même plus grand que celui du feu et de l’électricité sur l’humanité. » selon les dires de Sundar Pichai, PDG de Google Inc.
En effet , la génération d’image par l’IA est l’une des évolutions les plus prodigieuses que les domaines créatifs aient connus depuis un certain temps, et 2022 fut l’année où ça a véritablement explosé. Cet outil de création révolutionnaire est aujourd’hui exploité par plus d’un million de personnes générant des images et des œuvres d’art originales à partir d’une description en langage naturel. En l’espace de quelques mois, une nouvelle technologie a fait irruption en évoluant à la vitesse de l’éclair, permettant à quiconque de créer une image de pratiquement tout ce qu’il souhaite en tapant simplement une description.
L’Outpainting , une fonctionnalité des plus avant-gardistes
L’IA et la portée de ses champs d’application bouleversent la donne et permettent d’explorer des horizons improbables et plonger dans des univers jusque-là inexplorés comme le domaine de l’art et la photographie plus précisément le plein essor qu’a connu le dernier outil de création artistique de l’IA .
Vous vous êtes surement laisser porter par votre imagination pendant que vous contempliez des chefs d’œuvres artistiques comme la Joconde et vous vous êtes peut être demandé ce qui se trouvait juste à gauche pendant que Vinci peignait la Joconde ? Ou ce qui était accroché au mur derrière les Tournesols de Van Gogh ? Eh bien, l’intelligence artificielle permet aujourd’hui de voyager dans le temps et déceler ce qui se cache derrière un tableau pour étendre une image au-delà des limites de sa toile originale le tout grâce à la nouvelle fonctionnalité d’Outpainting de DALL-E 2.
Bien avant l’Outpainting , l’Inpainting existait comme une fonctionnalité d’édition qui permet de modifier une image générée ou téléchargée . Désormais avec l’émergence fulgurante de l’Outpainting, les utilisateurs peuvent agrandir les dimensions de l’image originale, en créant des images à grande échelle dans n’importe quel rapport d’aspect en prenant en compte les éléments visuels existants de l’image, notamment les ombres, les reflets et les textures, afin de conserver le contexte de l’image originale. Dans ce sens , des artistes sont parvenus à des résultats spectaculaires en donnant vie à des toiles légendaires mais aussi en cultivant une autre dimension de créativité artistique comme c’est la cas pour le célèbre tableau « La Jeune Fille à la perle » de Johannes Vermeer réalisée en 1665 .
Le tableau iconique de Vermeer sous un nouveau décor
Avec l’aide donc de cette puissante fonctionnalité de l’IA, Ogilvy Paris imagine, ce qui peut bien exister aux côtés de La Laitière, icône emblématique de la marque de yaourts et de desserts du groupe Nestlé. La Laitière, un tableau de Vermeer qui représente l’univers apaisé d’une femme, artisane du quotidien, en train de préparer une délicieuse recette avec minutie et douceur . Dans le rythme effréné et oppressant que nous impose la société actuelle , cette scène parle à chacun de nous et traduit la nécessité de prendre le temps de savourer le vrai goût des bonnes choses. Et c’est la raison pour laquelle La Laitière de Vermeer est devenue le symbole emblématique de la marque alimentaire préférée des Français d’après les résultats d’une étude réalisée par Brand foodprint en 2021.
A travers cette campagne à caractère intemporel mais en même en perpétuelle évolution , La laitière a frappé un grand coup en introduisant une technologie incontournable permettant de dévoiler ce qui se cachait en dehors du cadre classique et conventionnel d’un tableau emblématique comme « La jeune fille à la perle ». Avec l’usage de l’Outpainting, on réinvente tout un environnement autour de la jeune fille , une ambiance appropriée et un décor des plus cohérents avec le style de l’image initiale. Ceci dit , pour une marque dont l’effigie est un tableau incontestablement iconique sur lequel repose toute une saga publicitaire relatant la vie de La Laitière au-delà du tableau, ce nouvel outil de création artistique ne peut que marteler le positionnement marketing audacieux de cette marque.
En cours de sa montée en puissance , l’IA générative a suscité un bon nombre de controverses et jusqu’à présent on ignore où cela peut nous mener tout comme on ignore l’ampleur des retombées des générateurs d’images IA sur les domaines de l’art et de la création . Que ça soit dans la photographie , l’art numérique ou l’illustration , le changement se fera certainement sentir . Alors que l’année 2022 a touché à sa fin, une année où la technologie est passée d’une curiosité de niche à un outil facilement accessible, on ne risque pas d’oublier cette transition saillante qu’a marqué 2022 comme étant l’année où l’IA a changé la photographie.
This absence of straightforwardness raises worries about expected inclinations, potentially negative side-effects, and, surprisingly, moral ramifications.
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