Indie retailers and publishers serve up insight into artificial intelligence hot potato
A third of indie retailers are now using AI on a daily basis – but there are still concerns in the greeting card industry about the ramifications of the technology on human creativity.
According to the latest research by online wholesale marketplace Faire, 83% of the 300 retailers surveyed have begun adopting artificial intelligence, with Kate Tompsett, owner of Happy & Glorious in Canterbury, explaining: “AI is a real time-saver for small business owners like me. Right now, it’s letting me juggle a massive website overhaul at the same time as I ramp up my customer emails.
“I mostly use it to sense-check and proofread marketing copy, but it’s also brilliant for rewriting product descriptions, coming up with snappy email subject lines, and even telling me the best time to post on social media. This is helping Happy & Glorious to grow at an otherwise challenging time and I’m sure it will boost future sales.”
However, while the data showed 33% use AI daily, one in 10 small shop owners are still reluctant to adopt it, as Nicola Eyre, from London’s Cissy Wears, commented: “I’m reluctant to fully embrace AI because it often feels at odds with the values that guide my business. Authenticity, human connection, and thoughtful storytelling all risk being lost when too much is automated. I’ve worked hard to build a brand with a clear voice and creative identity, and I’m not ready to hand that over to an algorithm.
“There are environmental concerns too and I also have questions around data ethics – who owns the information these tools are trained on, and how is it being used?”
And that question of ownership is what prompted the #MakeItFair campaign to support creative industries, after the UK government mooted plans to change the law to favour big tech platforms so they can use British creative content to power their AI models without permission or payment.
All the national newspapers and many regional ones recently dedicated their front pages to the campaign in solidarity with creative industries like music, fashion and greeting cards.
Accepting that the wonders of AI can be a useful tool for publishers, PG has cut into this hot potato, delving into the threats and advantages it offers to the industry.
Sarah Jackson
Founder of Stormy Knight
AI’s impact on our sector: “The potential threat of AI to the creative industries is huge. However, I think there is an awareness and pushback by many people who value creativity and will always pay for it. But it could be damaging on many levels – even just the gathering of information that fuels the growth of AI, which is worth billions of pounds, is using artists’ work without paying them for it.
“I’ve noticed more AI-generated content on image resource websites recently too – you tend to notice that something isn’t quite right, like a hand might be slightly out of proportion but, at first glance, they’re misleading!”
The upsides of AI: “It’s a big old Pandora’s Box isn’t it? I’ve recently played around with ChatGPT to tidy up my grammar and restructure sentences in some of my copywriting. I don’t know if this makes me a hypocrite or not though – I guess it depends on where you draw the line on making a stand against AI.
“I guess the reality is that it’s impossible to completely boycott it, and it is being used for some amazing technologies that are helping with scientific breakthroughs. But that feels like a different debate to me. Crunching data is black and white, whereas creating an expressive illustration that has character and evokes an emotional response doesn’t seem to be AI’s forte at the moment, so I’m not quaking in my boots just yet.”
Safeguarding measures: “I think we all need to get behind the Make it Fair campaign which is lobbying the government to stop allowing the tech giants to use artists’ work without their permission.”
Fiona Pitt
Head of commercial at Hallmark UK and Ireland
AI’s impact on our sector: “It’s hard to escape the impact of AI right now and the recent proposal that tech firms will be allowed to use copyrighted works to train AI software without permission has rightfully caused concern for creative industries.
“It’s important to remember, though, that the proposed changes to copyright are only plans at this stage, and there is a consultation underway. If the plan is as proposed, this could have a profound impact on all creative industries, including the greetings industry. However, the proposal as is includes an opt out for creative companies to reserve their rights from having their work exploited.”
The upsides of AI: “While the recent copyright discussion is obviously top of mind, from a more positive-AI perspective, AI does have the potential to be a tool to help everyone explore new ways of working.
“At Hallmark we’re starting to investigate ways in which it could support our teams across the business. For instance, we’re exploring how AI could minimise repetitive or admin-based tasks so our brilliant creative team have more time to focus on the creatively complex and imaginative aspects of their work when creating meaningful products.”
Safeguarding measures: “While we do recognise that AI could be a great resource, we are extremely mindful of privacy and ownership. More importantly, we believe our consumers expect the hand-crafted touch of artist and designer-created products and won’t waiver in this position, even as we invest and explore new technologies. We have strict policies and guidelines in place and we always take our intellectual property very seriously – so AI is no exception.”
David Nichols-Rice
Founder of Ricicle Cards
AI’s impact on our sector: “Publishers, creatives, and artists already face an uphill battle against plagiarism, with platforms like Temu posing a major challenge, not to mention the threats from postal service changes and economic instability. The last thing we need is yet another fight, this time against AI, which is using – or rather, stealing – our hand-crafted artwork and making it freely available to anyone.
“At Ricicle, every card design begins with hand-drawn sketches, followed by colour exploration leading to the final artwork. Many of our artworks are even painted by hand! This talent and creativity deserve to be celebrated and protected. The line between real and AI-generated images is already blurred and, without proper regulation, that distinction will only become even narrower.”
The upsides of AI: “AI, when used appropriately, is very powerful – I often use it to spark inspiration for copywriting, although this piece has been entirely written by me, I assure you!”
Safeguarding measures: “The government must make it easier for creatives to safeguard their work from being used in AI without consent. Without safeguards, it risks becoming yet another tool that exploits rather than empowers artists.”
These views also appeared in the March edition of Progressive Greetings magazine which can be read online here, or you can subscribe here to receive the magazine by post each month.
