01:52:31 · Derek Blasberg, Jordi Hays, Apoorva Mehta, John Coogan
[01:52:31] S4: AI to create like special moments or do you [01:52:33] S0: use I'm saying I'm saying like I'll use AI as a joke. Then and then anything that I care about, I'm like, well obviously we need to get the real image. [01:52:43] S3: Yeah. [01:52:43] S0: Right? Because it's like Yeah. It's capturing because it's like so emotional, it's like a it's a memory whether it's in like, you know, a family photoshoot or in a business context. [01:52:52] S1: Mhmm. [01:52:52] S0: Right? And so I have like no demand for what I would call serious imagery in an AI context. [01:53:00] S4: Or maybe precious. Yeah. Precious. We were when we were working on this book, you go into his archives Mhmm. And he would be shooting Marilyn Monroe, for example. And there would be like a finite amount of negatives. Because at this time, in the early sixties... She died in 1962, so he he shot her just before she passed away. Also shot her in the nineteen fifties. Film was expensive. Processing was expensive. And the biggest difference that I see when it comes to AI created images and the golden age of photography is that we have... I have like a 160,000 pictures on my phone. I've never printed them. They're totally disorganized. But the difference between then and and now is that that was, you know, you... Sometimes you would you would draw a picture before you took it, you know, you would you would not waste the film. You wouldn't waste the... Interesting. [01:53:46] S0: You're like, let's test this, basically.
01:53:46 · Jordi Hays, Derek Blasberg, John Coogan
[01:53:46] S0: You're like, let's test this, basically. [01:53:48] S4: And now I think some photographers use AI to falsify the image. Mhmm. Like if I'm taking a picture Yeah. Of Jordi. [01:53:55] S0: Oh, and then trying to recapture the real thing. [01:53:57] S4: And I would put you in a suit and try and, you know, [01:53:58] S0: dress you up a little, have a little respect for your passion. Yeah. Yeah. Yeah. Would [01:54:04] S4: import the image and say, you know, put this guy in maybe blue suit. Yeah. Put him on Sunset Boulevard. Yeah. [01:54:10] S0: And then we would try and recreate [01:54:12] S4: that image, but hopefully better and more realistic. Yeah. Not And without like those weird facial disfigurations that you get [01:54:17] S1: Yeah. [01:54:18] S4: In in AI. Yeah. [01:54:20] S0: Fashion media feels like it's completely rejected for the most Going [01:54:25] S4: great, don't you think? Everything's going great? Magazines, paper products? [01:54:28] S0: Well well, we we actually... No. [01:54:31] S1: Completely rejected AI?
01:54:31 · John Coogan, Jordi Hays, Derek Blasberg
[01:54:31] S1: Completely rejected AI? [01:54:32] S0: Completely rejected rejected AI. I I can think of a handful of campaigns. Thought... I remember watching Gucci come out with this thing that looked like GTA inspired. I thought it was very weird and I thought it got like the right reaction from everybody which was like, why? Like, made made no sense to me. But the area that the area that I've heard is completely disrupted is like e commerce photography. Oh, really? And specifically impacting like LA. There's a whole industry here of like, hey, we have... We made a 100 new pieces of clothing, we need to get it photographed and different styles, models, etcetera. And I think like that is just like there's, you know, a tsunami there. [01:55:16] S4: The bigger influence of AI on the fashion business, and this is not media specific, it's designers used to make a shirt. Right? And you would have a team of people resizing and rescaling. What does that look like? What are the measurements and the sample sizes in a small, medium, large, extra large? [01:55:32] S0: Mhmm. [01:55:33] S4: Now you can pump all those numbers into OpenAI and get Sure. You know, the the idea... The scale and sizing is faster, quicker, easier, cheaper Yeah. Less human labor. [01:55:44] S1: I'm sure a lot of like the back office tasks and all that. [01:55:46] S4: And all and all that stuff is... [01:55:47] S1: Yeah. But the inspiration is still with the with the designer.
01:55:47 · John Coogan, Derek Blasberg
[01:55:47] S1: Yeah. But the inspiration is still with the with the designer. [01:55:51] S4: And I also think a lot of designers now will sometimes... And I don't know if this will be ultimately beneficial to the creative process. And this is something that a... You could have a designer on here to argue with you about. But, like, let's say, if I'm a fashion designer and I'm inspired by, you know, Silicon Valley, JFK in the '19 Like you... Sometimes you could import all this stuff in Yeah. Into whatever open AI or Yeah. Program Yeah. Help [01:56:17] S1: We've seen some odd odd dynamics playing out in the in the car world where there's there's one Lamborghini that people are speculating like might have been designed with AI and and they think it doesn't... [01:56:28] S4: That the little one that Marc Newson one? [01:56:30] S1: No. No. No. So so that is Ferrari. Right. And that is very clearly not designed with AI. And when it came out, everyone was making AI versions of that car and [01:56:40] S4: said Okay.
01:56:40 · Derek Blasberg, John Coogan, Jordi Hays
[01:56:40] S4: said Okay. [01:56:41] S1: Maybe we that's... Should have just done this and it looked like the most generic Ferrari Yeah. Possible and that was what people expected and then the car came out and was clearly designed with... Mark had been working on that design going back with Ford for like twenty years Yeah. Three years or something. So it clearly was not an AI inspired design. But a lot of people were like, no, I want the AI version. But then it seems like another company might have actually given them the AI version and they had organ rejection when they did get that because it wasn't bold enough. And so the the taste can be so so so odd that people can be longing for something that doesn't break the rules too much, but they don't want the thing that actually is just the perfect middle average that the AI produced. And so they wind up in this... [01:57:21] S4: Frustrating for car manufacturers or Marc Newson that Yeah. Now using AI everyone can... [01:57:27] S1: Everyone thinks they're a designer... Everyone thinks they're an expert in everything now, for sure. For [01:57:32] S4: sure. Armchair experts. [01:57:34] S1: Yes. Yes. Thumb thumb based... [01:57:36] S0: Health of the... Let's call it coffee table books. Are aren't sales great? [01:57:43] S4: Oh, yeah. Do you know how much this book cost? How much? Like, a $150. I'm gonna give it to... Only brought one, so you two could fight over. [01:57:49] S0: Or you can fight over. [01:57:50] S1: Well, let's... Take it Tuesdays, Thursdays, Saturdays. [01:57:53] S0: Cut it down the middle and then...
01:57:53 · Jordi Hays, John Coogan, Derek Blasberg
[01:57:53] S0: Cut it down the middle and then... [01:57:54] S1: I mean, work and I will be taking it home. We'll alternate weekends. Okay?... Complicated. [01:58:00] S4: I definitely think... Yeah. And also tonight Yeah. This exhibit... I actually think that the value of building in person exhibitions that you that you have to go to to see Yeah. Will become more valuable in a an increasingly digitally... [01:58:18] S0: Yeah. There's so many... We've this this happens like multiple times a week now, where we have an idea to do something. And we just think like, well, like everyone's just gonna assume it's AI. And and it's like it's sad because like a lot of like cool things are not gonna get done now because people will just assume that it was AI. Like we even... What do mean? We had pretty... So we had... I'll give you an example. So we had pretty serious Halloween costumes on last week dressed as Warren Buffett and Charlie Munger. And if you missed it, I'll I'll show you I'll show you a picture. [01:58:54] S1: It was about four hours of prosthetic makeup starting at 6AM to 10AM. [01:58:57] S4: I thought you guys were [01:58:58] S1: You were dedicated. With 10 Hollywood makeup artists here doing [01:59:02] S0: This was us. [01:59:02] S1: The three of us. [01:59:03] S4: This was us. Wow. [01:59:04] S0: And so we sent videos before the show started This was my friends. [01:59:09] S1: Yeah. Strange. That's