13,000 AI prompts, 5 designs: How Outshift created unique Forbes cover wraps

The power of artificial intelligence (AI) has led creative teams to a crossroads where they must decide: is now the time to embrace this transformative tool and integrate it into their design process? Outshift by Cisco explored this challenge by using AI to create five surreal collage designs for the Forbes cover wrap program. This project was not just about impactful visuals—it served as a case study in how AI can reshape the creative landscape while emphasizing the essential human touch still required for success. 

Join us as we explore the process, benefits, and the expertise and creativity still required when using AI in design.   

Surrealism meets AI 

Outshift by Cisco is the incubation engine delivering what’s next and new for Cisco: emerging technologies that achieve innovative results. The surrealist concept was born from a desire to tell the story of the Outshift brand. Each cover would have a unique theme that is central to Outshift’s identity. Surrealism and collage serve as visual metaphors, highlighting the potential of technological advancements and imagining the possibilities that lie beyond what we know today. In this case, what is possible when using AI in the creative itself.  

While many may still be hesitant to use AI in their content, especially when it comes to visual designs, the Outshift creative team wanted to lean into this challenge. As such, Designer Sarah Sauerzopf’s essential tools throughout the creative process were the ever-present Adobe Photoshop and Illustrator (which now have AI features), and AI creative newcomer: Midjourney. 

Artists may resist AI because of ethical concerns around intellectual property rights. As AI learns from existing artwork, it raises questions about content ownership. It’s imperative that designers look into how AI tools are training their image generators and navigate copyright laws carefully to avoid infringing on the rights of original creators. Establishing clear guidelines for using and monetizing AI-generated designs should be a priority. 

Enhancing the creative process with AI 

For the first issue, the theme was Outshift’s tagline “innovation full speed ahead” and racecar imagery was used to symbolize our forward-facing approach in being Cisco’s incubation engine. Subsequent issues explored diverse themes, using metaphors like children's building blocks to visualize AI and beehives shaped as tesseracts to explore quantum computing. 

The first two issues involved light AI use; generative AI (GenAI) in Photoshop helped fill in and extend parts of chosen photos, seamlessly integrating elements like freeways and racecars. But by Issue 3, Midjourney was introduced to tackle more complex concepts, allowing the team to unlock even more creative possibilities.  

Challenges and triumphs navigating the AI design process 

In today’s world, it's easy to assume that AI can replace the need for skill, but the human touch and expertise are still very much required. 

Integrating AI into design is no simple task, especially when crafting prompts that deliver the desired results. Throughout the entire project, Sauerzopf used 13,000 carefully curated prompts, experimenting and iterating to refine the designs. She quickly learned that the key to success lay in the specificity and precision of her word choices. This process, known as prompt injection, involves embedding targeted instructions within the prompts to steer the AI's output. As she navigated this learning curve, Sauerzopf gained a deeper understanding of the AI tool’s capabilities, enabling her to push its limits and create more refined, innovative designs. 

Sauerzopf suggests, "Don't rely on AI as a crutch, start with traditional brainstorming and then use AI for refinements." Experimentation and iteration are key to unlocking AI's potential. By allowing AI to complement traditional design methods, teams can optimize workflows and explore innovative design options. 

The most surprising revelation was the collaborative potential between AI and human creativity. AI served as an aid, enhancing productivity and providing fresh perspectives. While AI offered speed and efficiency, the human element remained integral to refining colors, textures, and overall design, underscoring the symbiotic relationship between technology and artistry. 

Recommendations for business leaders harnessing AI's potential 

Empowering teams to explore how AI can enhance their creative toolkit is key to expanding their imaginative potential. While balancing AI and human creativity is crucial, the human touch remains vital in adding depth and emotion to designs, taking them beyond just technical execution. By fostering collaboration between AI tools and creative teams, organizations can unlock new avenues for innovative and impactful outcomes. 

Amplifying human potential 

Outshift by Cisco's innovative use of AI in these designs showcases the possibilities of AI in the creative process. The synergistic relationship between AI and human creativity is at the heart of this success.  

For business leaders and decision-makers, this offers a glimpse into the future of design, where AI acts as a powerful ally in driving productivity and shaping the visual landscape.  

Join the movement towards innovative, responsible design and explore what AI can achieve for your brand. 

Learn more about the day in the life of our Outshift designer, Sarah Sauerzopf. 

If you are interested in the Forbes cover wrap program, please contact accolades@forbes.com