Smart. Creative. Responsible.

Artificial intelligence is changing the creative industry - no question about it. It has also become an integral part of our everyday lives at WAJE. It helps us to optimize processes, work faster and make ideas tangible more quickly. But with all the enthusiasm for new tools and technologies, the need for responsible use is also growing. In addition to the impressive possibilities, the use of AI also brings challenges - for the environment, data protection and copyright. In this article, we show you how we at WAJE are shaping the use of AI not only creatively, but also critically.

Protecting resources: Efficiency instead of blind actionism

As convenient as it is to simply forward a question to ChatGPT, we also know that every request costs energy. And not in short supply. Studies show that a prompt to a large language model such as GPT-4 consumes up to 30 times more energy than a classic Google search query. Another example: a 100-word email written with GPT-4 consumes as much energy as 14 LED lamps burning for an hour.

What many people don't know: Training such models is also extremely resource-intensive. Not only does it require a lot of electricity, but also rare earths, high-performance computers and large quantities of water to cool server farms.

Our way: We use AI purposefully and consciously - where it creates real added value. Not out of convenience, but out of conviction.

Protecting data: Sensitive data needs care

“We care about your data” - this sentence is well known. But for us, this is more than just a mandatory text in the cookie banner. Caution is advised with many AI models - whether text or image: Input can be saved, used for training purposes or even shared publicly. Especially with generative tools such as Midjourney or certain APIs, one click can reveal more than you would like.

Our way: We treat sensitive data, especially that of customers, with the utmost care. Before using new tools, we check the data guidelines and ensure that no protected information is used in an uncontrolled manner.

Holding copyright: Between inspiration and responsibility

AI-generated images are fascinating. Impressive visuals are created in seconds - without set construction, shooting or post-production. A game changer for many.

But where do the styles in which these images are created come from? Many AI models were trained using works by real artists - often without their knowledge or consent. The criticism from the creative industry is understandable. After all, anyone can now generate an image “in the style of XY” - while the actual creators go away empty-handed.

The first regulations are now in place: The legislator distinguishes between the use for training and the generation of images. In the first case, creators have the option of protecting their images shared on the internet by using an opt-out procedure to declare that their images may not be used for training AI models. Platforms such as Instagram now provide setting options for this in the Privacy Center.
When using AI-generated images, the question arises as to whether existing works are recognizable in them. If this is the case, copyright law applies and therefore requires the consent of the author. The individual case must be examined here. In addition, the rights of use of the provider platforms should also be checked here. And, in our opinion, the art director's well-founded assessment of whether the human hand can produce a more accurate result.

Our way: We carefully check whether and how generated content may be used - and if in doubt, we prefer to opt for real artwork created by a human hand. Because there is no substitute for style, attitude and handwriting.

Between fascination and responsibility: our conclusion

We at WAJE are excited about the possibilities that AI opens up. But we also remain realistic - and critical. After all, not everything that is technically possible makes sense. That's why we approach every new tool, every use case and every application scenario with care.

We see it as our responsibility not only to follow developments with interest, but also to scrutinize them ethically, ecologically and legally.

Our mission: Exploring AI not only in a smart and creative way, but also in a sustainable and fair way.