Eric Tan, Founder at Lighthouse Creative: “It’s essential to approach AI tools with a sense of integrity and ethics”

Some would argue that generative AI has democratized the creative world, turning us all into writers and designers. Even creative professionals are using AI tools to help them in their jobs. But should you take credit for work you created with a bunch of prompts? And if you’re doing something creative, how much help can an AI really be? Thanks to Eric Tan, Founder at Lighthouse Creative, you should have a much better answer to these questions by the end of this interview.

“By inputting specific prompts [in generative AI art tools], designers can explore a variety of styles and concepts that might not have emerged otherwise,” Eric told us. But you need to “approach these tools with a sense of integrity and ethics”, he said, and that means not passing off “AI-generated art as one’s own work, even with some edits”.

This doesn’t mean Eric is against AI. “Using generative AI art can spark new ideas and expand creative boundaries, but it should serve as a starting point rather than the final product,” he said. “This collaborative approach between human creativity and AI technology can lead to innovative outcomes that honour both the capabilities of the tools and the artistry of the designer.”

But AI is just one of the topics we cover here. From collaboration tools that are helping his Singapore-based agency to thrive, to the use of generative AI within established creative apps, this is a whistlestop tour on what it’s like to run a creative business in 2024. And Eric even throws in some tips for aspiring creative designers. Read on to discover them all.

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When thinking of your creative process, at what point does technology come in? What role does it play in different stages, from concept to final design?

In my creative process, technology plays a pivotal role at various stages, from concept development to final design. At the outset, when brainstorming ideas for a slogan, motto or copywriting, I find that AI tools can be incredibly helpful. They assist in refining my thoughts and offering alternative phrases that may resonate better with the target audience. This initial phase often involves experimentation and having AI as a resource can spark new directions I might not have considered on my own.

When faced with a creative block, technology becomes a reliable ally. AI can suggest fresh ideas or provide prompts that stimulate my imagination, allowing me to break through mental barriers. This is particularly valuable in a field where inspiration can sometimes wane and having that digital support can reignite the creative spark.

In graphic design, software like Photoshop has integrated AI generative features that significantly streamline the process. These tools can automate repetitive tasks and enhance efficiency, allowing me to focus more on the creative aspects rather than the technical ones. For instance, AI can assist in image editing, suggesting adjustments or even generating elements based on existing designs. This not only saves time but also broadens the possibilities for creativity.

How has technology changed the way you collaborate at work? And in your view, has it improved or worsened navigating creative differences with clients or team members?

Technology has significantly transformed the way I collaborate at work, bringing both efficiencies and challenges to the process. One of the most notable changes is the ability to collaborate remotely, which has streamlined communication among my team and clients. This shift has allowed us to reduce overhead costs by minimising the need for physical office space, enabling us to allocate resources more effectively. We can easily share ideas, files and feedback using various digital tools such as Google Calendar, Google Drive and Adobe Creative Cloud, making the workflow more flexible and accessible.

However, when it comes to navigating creative differences, I would say that technology has neither entirely improved nor worsened the situation. On one hand, the convenience of communicating from our own environments can foster more open discussions. Team members and clients can contribute their thoughts at their own pace, leading to thoughtful input that might not surface in a traditional meeting.

On the other hand, remote collaboration can make it challenging to communicate ideas clearly. Nuances can be lost in text-based communication, and visual concepts may not translate as effectively without face-to-face interaction. As a result, some creative discussions can feel less dynamic, and misunderstandings may arise more easily. This highlights the importance of maintaining some form of in-person meetings, or at least video calls, to ensure that ideas are conveyed clearly and collaboratively.

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What trends in graphic design are you most excited about right now, and where do you see the industry heading?

One of the trends in graphic design that I find particularly exciting is the rise of accessible design and video editing tools such as Canva and CapCut. As platforms become increasingly user-friendly, we are witnessing a surge in self-taught designers and content creators who can express their creativity without the need for formal training or extensive resources. This democratisation of design has opened up opportunities for many individuals to explore their artistic passions and share their work with wider audiences.

However, while this trend is exciting, it also raises concerns about the dilution of the creative market. With so many people now able to label themselves as designers or content creators, with free resources and templates readily available, there is a risk that the value of formal training and expertise may be overlooked. The influx of new voices can lead to a vibrant exchange of ideas, but it can also result in a saturation of the market, making it harder for established professionals to stand out.

Looking ahead, I see the industry evolving towards a more collaborative environment where traditional skills and self-taught knowledge coexist. The challenge will be finding ways to maintain high standards of quality and originality amidst this influx of new talent. I believe that as the industry adapts, there will be an increasing emphasis on the importance of critical thinking, problem-solving and the ability to create meaningful connections through design.

Generative AI art has taken the graphic design space by storm – what are your views on the use of tools like Stable Diffusion, Leonardo, Midjourney and others?

Generative AI art tools like Stable Diffusion, Leonardo and Midjourney have undeniably made a significant impact on the graphic design landscape. These tools can be incredibly useful for generating creative visual impressions quickly, providing designers with a wealth of inspiration that can help kickstart the creative process. By inputting specific prompts, designers can explore a variety of styles and concepts that might not have emerged otherwise.

However, it is essential to approach these tools with a sense of integrity and ethics. While they can offer valuable suggestions, it would not be appropriate to pass off AI-generated art as one’s own work, even with some edits. Authenticity is crucial in the creative industry, and attributing work correctly is part of maintaining that authenticity. Instead, I see these tools as a means to enhance my creativity rather than replace it.

Using generative AI art can spark new ideas and expand creative boundaries, but it should serve as a starting point rather than the final product. By integrating AI-generated visuals with my own design sensibilities, I can create unique works that reflect my personal style and vision. This collaborative approach between human creativity and AI technology can lead to innovative outcomes that honour both the capabilities of the tools and the artistry of the designer.

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What tools or software do you find indispensable in your daily work, and why?

In my daily work, I rely heavily on a suite of software tools that are indispensable for my creative process. Adobe Illustrator, InDesign, Photoshop, Premiere Pro, After Effects and Lightroom are the core applications I use frequently. Each of these tools serves a specific purpose and plays a crucial role in helping me bring my creative visions to life.

Adobe Illustrator and Photoshop are essential for graphic design, allowing me to create and manipulate visual elements with precision. InDesign is invaluable for layout design, particularly when working on multi-page projects, as it provides robust tools for arranging text and images harmoniously. For video projects, Premiere Pro and After Effects enable me to edit and enhance video content, adding a dynamic layer to my work that engages audiences. Lightroom is my go-to for photo editing, providing the necessary features to adjust and enhance images before they are incorporated into larger projects.

While many of these applications have started to incorporate AI features to streamline certain tasks, I believe that AI and templates can never fully replace the nuanced creativity and critical thinking that a human designer brings to the table. These tools may assist in speeding up repetitive processes, but the artistry lies in how we see, choose to manipulate and combine elements to achieve the desired effect.

What advice would you give to aspiring graphic designers looking to break into the industry today?

My key piece of advice would be to establish a strong primary focus while not shying away from exploring secondary skills. Having a major or primary area of expertise is important, as it allows you to build a solid foundation and develop a unique style that sets you apart. However, in today’s fast-paced and ever-evolving creative landscape, being adaptable is equally crucial.

Embracing additional skills – such as video editing, web design or digital marketing – can significantly enhance your value as a designer. This hybrid approach not only broadens your capabilities but also enables you to offer comprehensive solutions to clients or employers. The ability to weave together various creative elements seamlessly can make you a one-stop solution, which is increasingly appealing in a competitive job market.

Furthermore, continuous learning is essential. The industry is always changing, with new tools and trends emerging regularly. Keeping up-to-date with the latest technologies and design trends will help you stay relevant and innovative. Engage in online courses, workshops, and design communities to sharpen your skills and expand your knowledge.

Networking is another vital aspect of breaking into the industry. Attend industry events, participate in design challenges, and connect with other professionals through social media platforms. Building relationships within the creative community can lead to collaboration opportunities, mentorship and even job referrals.