The AI Interview
Sponsored by Stick Figure Media
It’s no secret that AI has impacted the lives of the art community. But there are many types of art, and different categories of it in the business world. We’re going to take a look at commercial art, specifically, concept ads and advertising storyboards.
We have with us today Rick Lundeen (rickjlundeen@gmail.com), a veteran illustrator with 35 years experience as a storyboard artist. We’re going to get his take on how AI has affected his work, the industry itself, and his thoughts on what’s coming down the road.
Int: Now, to get a better understanding of what you do, Rick, please talk us through a typical project.
RL: Sure — the client (an ad agency) has a project, reaches out to either me or my reps, such as Paul Eberhardt (847-732-7115), checking my schedule/availability. Once things move forward, the client prepares the brief and assembles any reference they have that might be needed. Then they set up a video conference and give me the briefing. We talk it though, frame by frame, or ad by ad. I often ask a lot of questions making sure we’re all on the same page. I then do an initial round of very rough pencils that I send to the agency. They give me feedback, I make any necessary changes, then I go to the finished version, whether that’s tight black and white, full color, or anything in between. The agency takes the finished product and presents to their client, and the ad or storyboard is then produced for media.
Int: What’s the state of advertising storyboards now?
RL: The bizarre thing about this business is its unpredictability. It’s always been feast or famine. During my busiest years, 1998 through 2017/18 I’d had many times where I’d had to juggle three, four, or even five jobs at once, all on tight deadlines, other times, there’d be slow days here, a week there. But over the decades, there have been various factors that have affected the ad industry and chipped away at the volume of work. Photo boards, art directors assembling stuff in Photoshop, the economy, the ability of tv viewers to fast forward through commercials, budgets, the pandemic, etc. AI is just the latest addition to those factors.
Int: Okay——how has AI specifically affected your work?
RL: It’s very difficult to give an accurate percentage or scale, because when we’re up for a project, bidding on it, or it’s just put on our radar, if it goes away or never happens, we usually don’t get informed why. Last year, I had a long drought, and I wondered if AI was responsible. Then I ended up getting several projects from agencies and studios that had gone back into pitching and production mode. Agencies aren’t constantly producing or pitching, they go through different cycles as well. When they do get back to producing, that’s when they would contact us. So, it’s tough to tell exactly *how* big a bite AI’s taken.
Int: Have ad agencies and businesses shown a willingness to use AI?
RL: I know many have used it, and will probably continue to do so. It depends on the art director for one thing. For some AD’s, the whole idea of using AI is repugnant to them. Others don’t mind the controversy, the ethical question, or the impact on the art community. As for businesses, $$$ is the bottom line, and if an agency can cobble together something in AI for a fraction of the cost, the client usually has no problem with spending less. We could do a storyboard and charge $1,000. An ad agency could use AI to do a different version of that same storyboard which would probably cost them nothing, charge the client the same amount out of the art budget and say nothing. Please note that I’m not saying all agencies act in this fashion. The clients who engage us on a regular basis seem to not partake. But each agency is different. Ethics can sometimes be a slippery slope.
Int: You mentioned controversy and the ethical question?
RL: It’s tricky. AI generators study existing works of art in order to produce its own. In essence, it takes other’s artwork and uses it to create images. There’s the ethical question as to whether it’s right to copy and use other people’s artwork for your own ends, and it implies that anyone who uses AI is complicit in some form of theft. Of course, with ad storyboards, it’s art that exists within the middle of the pipeline. Not finished art for display, just to present to the agency’s client. So in effect, that can be hidden away. The agency’s client itself may not even be aware of these developments.
As to the controversy, there are a number of people who feel very passionate about the livelihoods of artists and writers who’ve lost their jobs to AI. In some scenarios, if a business is connected with using AI in any way, there can be a public backlash.
Marvel’s Secret Invasion series on Disney + utilized AI as part of the series’ opening titles, and there was a huge outcry prompting Disney to address the situation. The same with the BBC announcing that certain ads for their tv series Doctor Who were going to be written by AI. They reasoned Who would be an excellent choice for such a “futuristic” experiment. The tone deaf statement once again sparked a backlash so vehement that the BBC hurriedly scrapped those plans.
If the use of AI negatively impacts the corporation’s sales, then it’s up to said business to course correct. A little while back, one of our agencies had a very important project. They told us specifically that their client wanted storyboard frames drawn up *because* of the importance of the client and presentation, indicating a new level of prestige and demand for actual artists crafting the scenes. It was important, and they didn’t want the vagaries and unreliability of AI involved on that project. So again, these things are sometimes surprising and unpredictable.
Int: Is there a discernible difference in the final art produced by AI as opposed to a human illustrator?
RL: To an extent, yes. AI is usually very tight, very polished, if somewhat artificial looking at times. It still has issues with human fingers that can look awkward unless they’re touched up or hidden, but over all, it looks very polished. With a human doing the illustration, there’s a warmth and a life to the line that’s hard for the AI to reproduce. There’s an “artificial perfection” on display. Some clients might not even be able to appreciate the difference but it’s there.
Int: You mentioned an issue AI had with rendering fingers. What are the other disadvantages involved with AI?
RL: Projects come in all shapes and sizes. With AI, you have to meticulously explain to the generator the image you want rendered. The more complicated the image, the more complicated the prompt. I recently had a rather elaborate full color set of print ads I illustrated. At first, I was somewhat surprised that they didn’t try to attempt it in AI, but it became clear that with the level of detail and items involved in the prints, it might have simply been too complex for the prompt. This is where the discussion with the illustrator comes into play, the questions that need to be asked. It’s easier talking and working out the details with an illustrator.
With AI, changes might be very difficult as well, and quite often, there are many rounds of changes in a project, and AI sometimes has a problem maintaining a consistent looking product after changes.
There’s also the degree of finish with the illustrations in question. When an agency does a presentation for a concept, there are times when a very tight, finished visual presents a problem when their client focuses on or gets hung up on certain details. Many agencies over the last several years have come to appreciate a rougher, looser black and white approach. Something simple to get the message across, but nothing too concrete as to confuse the issue or distract from the main idea. AI excels at lavish, beautiful, finished art, and it’s *fast*, but things get a bit more complicated when you need a loose, rough, sketchy, unfinished look that these agencies often want. But of course AI learns and adapts.
Int: So what does the future hold for AI in general?
RL: For the world? We can’t really help ourselves. I think everyone’ll keep pushing the envelope, creating bigger and better AI generators that can do more, better and faster, until those people lose their jobs to AI.
I know that creating ad campaigns in AI is easier than one would expect.
I’ll be here for agencies who need the art. Many art studios have closed down over the decades, but I hope it doesn’t get to the point where all artists are totally shut down and out of the commercial art arena. Because after that, once someone *does* need something drawn to get the right message across, there’ll be no one to call.
Int: Thanks for your time.
RL: Thank you!










































































