AI as Collaborator
AI presents a brand new entrance in IMC’s digital evolution. The studio “sees a whole lot of potential” in utilizing generative AI to maintain up with the amount of productions wanted at the moment, mentioned studios improvement supervisor Niklas Lindström.
“The world is demanding much more content material, and we have to work out methods to fulfill that want,” he added.
IMC is already integrating AI into its work, counting on Microsoft’s Azure AI to automate duties like producing metadata, captions, and alt texts. Creatives additionally use Adobe Firefly to provide temper and storyboards and retouch pictures; an Azure AI author’s assistant to verify that duplicate complies with model pointers; and different instruments that velocity up 3D productions.
Crucially, whereas AI is “a serving to hand and collaborator” for IMC’s groups, it doesn’t substitute “craftsmanship and human spark,” Malmström mentioned.
“What we do is tactile and it’s about properties, which offers with emotion. That can by no means go away,” she mentioned. “It’s nonetheless about concepts. We wish to inform a narrative, to place properties right into a context that issues for individuals—not simply write a immediate.”
Because the panorama continues to shift, IMC’s greatest purpose is a little more existential: holding Ikea related for modern shoppers whereas additionally staying true to itself.
“We have now a lot extra perception and understanding, however that alone can’t drive us. We have now to navigate from our compass,” Malmström mentioned. “We wish to dare to be much more Ikea, not simply in expression but in addition in how we behave—not attempt to be like all people else.”
