With the proliferation of AI, it comes as no surprise that it's increasingly being used to make art. The brand Artifly gets to know users' preferences and creates artwork accordingly. Users can then purchase the finished product and will receive a certificate of authenticity. Artifly is among the growing number of programmes letting users experiment using AI to create art, from photography to music. Amidst criticism of the idea that a computer can make art, some are arguing that it can facilitate creativity and imagination among humans. “I believe that AI done right can augment and enhance (not replace) human creativity,” says Scott Prevost, Adobe vice-president of engineering.

Although AI continues to prove polarising, there's a sense that people are becoming more comfortable with AI being used in creative spaces. Brands may want to consider the potential of AI-powered visual search, whereby algorithms could be used to encourage the creative activity of users, by better understanding the qualities and intent of a creative user seeking inspiration. There may also be opportunities for brands to provide AI that will take on some of the heavy lifting involved in a creative process. For the time being, however, AI remains a facilitator of art rather than an actual creator – but there are signs that this may be changing.