Meta just dropped a major update. They’re now resuming AI training using public content from users in the EU. If that sounds familiar, it’s because this plan was paused last year after a bit of a GDPR scuffle. But now? They’ve got the green light.

This move is significant, not just for Meta, but for every marketer, creative, and tech-led brand working across Europe. Here’s why it matters and what we’re thinking at Tilt.

Is AI killing our industry?

The conversation around AI and what it is doing to the world has been swirling since the launch of ChatGPT, which now feels like a lifetime ago.

In our industry, the benefits have generally seemed to outweigh the drawbacks. AI can spark a new idea, take care of the mundane tasks we all put off, or simply help your brain get into gear on a Monday morning with a to do list. All positives—until recently.

Our creative team at Rage have had their say on the recent introduction of the term ‘ghiblify’ in the graphic design world.

Since the 1980s, Studio Ghibli has been producing hand drawn, distinctive animations and beautifully crafted artwork that is recognised globally as some of the most unique and skilled creative work in the industry. Now, the essence of Ghibli’s style is being taken and used without permission.

ChatGPT now allows users to transform everyday photos, whether a holiday snap, a shot of a flower arrangement in the park, or in our case, a client photography shoot transformed into Ghibli style illustrations.

This sparked a lively debate in the office between our graphic designers and the wider team. The general feeling remains the same: AI is here to support us, not to replace the originality and imagination that defines our creative industry.

Is it just a matter of time before the designs, scripts and individuality of our own team are absorbed by the global AI giants? We sincerely hope not. What do you think?

Druids

Marketing Network Group believes that packaging is more than just a finishing touch; it is a strategic weapon. It allows us to tell the brand’s story and flex our creative muscles, per se.

The drinks industry in Ireland is quite a saturated market, meaning that our design needs to be bold—stand-out in the cluster of drinks you spot on supermarket shelves across the country. This presents its very own challenge, as certain messaging is required by law to feature on alcoholic drinks. Health warnings, alcohol percentage, and more make this design process quite fulfilling when the packaging hits the shelves.

Rage carried out this intense process recently for Druids. Along with the development of Druids’ very own FSU, we believe our packaging does not blend in on the shelf.

The drinks industry in Ireland is quite a saturated market, meaning that our design needs to be bold—stand-out in the cluster of drinks you spot on supermarket shelves across the country. This presents its very own challenge, as certain messaging is required by law to feature on alcoholic drinks. Health warnings, alcohol percentage, and more make this design process quite fulfilling when the packaging hits the shelves.

Rage carried out this intense process recently for Druids. Along with the development of Druids’ very own FSU, we believe our packaging does not blend in on the shelf.

Illumination Lighting

It was all systems go over the past few weeks for our team planning, executing and finalising a project for the amazing team at Illumination Lighting, re-launching their store in Donabate Dublin.

The process involved, developing a launch strategy, web development, photography and videography sessions, curating and executing a radio advert and also getting the social media pages kickstarted.

Keep an eye and ear out over the next few weeks and months for Illumination Lighting, redefining the lighting industry.

A huge thank you to Sophie Vasseur for her incredible modelling presence and professionalism throughout the shoot, and to the brilliant Ciara Burke Hair and Makeup for her flawless styling that helped bring the entire creative vision to life.

Love Irish Food

Over the past few months, VBPR have been working on our core expertise in media relations, which will always be our first passion! Earlier this year VBPR became the official public relations agency for Love Irish Food – who we all know and ‘love’ (if you’ll excuse the pun), for promoting and celebrating Irish produced food and drink brands.