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By Webb Wright, NY Reporter

January 20, 2023 | 3 min read

In what the firm describes as a potential first for the B2B industry, a generative AI model was used to produce images that appear front and center in a new campaign.

ZS leveraged artificial intelligence (AI) to add some vibrant color to data.

In a new campaign called ‘Data connects us,’ the B2B management and technology firm has created some striking images using Midjourney, a generative AI model that uses text prompts, input by humans, to create digital artwork. As its name suggests, the campaign paints data – which at first glance can seem dull, drab and impersonal – in a new light: the foundation of the rapidly evolving healthcare industry and the very lifeblood of modern human connection.

To that end, ZS teamed up with agency Stein IAS to feed Midjourney a variety of thought-provoking prompts about data and healthcare. The results – like so many of Midjourney’s creations – look like the inspired productions of a talented (human) artist working on conceptual materials for a high-budget sci-fi film.

One prompt, for example, reads: “Illustrate the transformative potential of data for the entire healthcare ecosystem.” After a few minutes, the AI model displayed a futuristic city inside of a giant pill capsule. Not bad.

“As far as we are aware, this AI image-driven campaign may be a B2B first,” says Reuben Webb, chief creative officer at Stein IAS, the agency behind the campaign. “One thing we are sure of is that it won’t be the last.”

Midjourney – the beta version of which launched in July 2022 – is one of a handful of generative AI models, along with others like Lensa AI and ChatGPT, that have been causing an uproar in recent months both for their prodigious ability and for what some would describe as their troubling ethical implications. Midjourney is in fact currently being sued by a group of artists who claim that the platform is nonconsensually using the material of human artists.

Reuben says that as impressive as Midjourney might be at generating visually stunning works of art, it still requires a deft human touch. “The experience of working with Midjourney when it emerged, way, way back in the summer of 2022, felt like technology from the future,” he says. “But once we got over our amazement at what AI can help create, we learned that to get it to truly reflect what’s in our heads takes as much human skill and originality as any other creative technology.”

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