FEEL_THE_FIRE_1

SERIFA: the art of imperfect innovation

Since 2021, SERIFA has been dedicated to their art, using AI to redefine traditional boundaries and pioneer new forms of visual expression. Inspired by the mantra ‘ART EVERY DAY’, they are on a daily creative journey. Through a captivating dialogue with Nastassja Abel and Christian Otto, discover how their innovative use of AI technology reshapes perceptions of creativity and imperfection, ushering in a new era of visual expression and explore their pioneering approach, influenced by diverse inspirations from fashion to Japanese culture, as they navigate the interplay between control and serendipity in their mesmerising creations.

hube: Your artistic journey into AI art began via NFTs in 2021. How has this shaped your perception of AI’s potential over time?

Nastassja Abel and Christian Otto: Innovation and technological milestones such as blockchain and AI are highly celebrated in the NFT space. This led to the early visibility of AI art on platforms like Foundation and OpenSea. Curious about this, we tested AI tools very early and were immediately convinced that this technology offers us new ways to express ourselves visually.

h: Your work is heavily influenced by a variety of sources, including fashion, Japanese culture and hip-hop. How do these diverse inspirations inform the unique aesthetic of SERIFA?

NA&CO: Inspiration for our work often comes from sources unrelated to other AI artists. Our creations embrace the imperfect and incomplete, seeking beauty in the transient and the ruined. The fascination stems from Japanese traditions such as Wabi-Sabi, which celebrates imperfection and the ephemeral nature of everything.

In our art, we incorporate noise over our images and embrace imperfections. Contrasting with mainstream media’s pristine and often superficial aesthetic, our approach embraces a more natural and rugged authenticity.

SERIFA-SENSE_OF_PLACE
SERIFA
SENSE OF PLACE
sefira-STYLIZED_TRUTH
SERIFA
STYLIZED TRUTH

h: Embracing unpredictability and innovation seems central to your approach to art. How do you manage to simultaneously control the artistic process and allow for serendipitous outcomes?

NA&CO: In dealing with AI, relinquishing some control is essential. It’s fascinating how AI can deliver unexpected and often inspiring results. With tools like Midjourney, you can even adjust how chaotic the outcomes should be. If there’s any control, it comes later in the selection process. Out of perhaps 100 generated images, we choose one that appeals to us. Why we select that particular one might not be entirely clear even to us. For us, making a choice is a significant part of our art.

h: Sometimes we have a great idea and when we share it with the world, it can be misunderstood or misinterpreted. It is especially noticeable in work with AI as certain programmes might totally miss the memo. How do you deal with the emotional ups and downs that come with the creative process of constantly working with AI?

NA&CO: Coming from a design background, where functionality and clarity of idea are paramount, the unpredictability of AI generates a kind of magic for us. For instance, who would be intrigued by the Mona Lisa if her smile was easily understood? In painting, using blue instead of red at the last moment can ruin everything, yet this is also deeply emotional. Thus, whether using AI or traditional methods, creating art remains an emotional rollercoaster. You can never be certain if what you’re doing is good. The important thing for an artist is to keep creating.

h: From your perspective, how does AI redefine the boundaries of creativity and artistic agency, and what implications does this hold for the future of art? Or is the future already here?

NA&CO: We believe it will be similar to the evolution of photography. Initially, artists feared losing their jobs. Who needs landscape painters when you can photograph landscapes? And who needs landscape photographers when you can generate landscapes? Everything will coexist. Perhaps AI art, generated without human input, might eventually claim a place in the art market. Right now, everyone is talking about AI because it’s still a relatively new development. In a few years, when AI is integrated into almost every product, the term “AI artist” might fade, and we might return to being called digital artists. The real advantage for artists lies in the speed at which AI can visualise ideas, perhaps even just as sketches that are later transferred to canvas. AI-generated art has already found its place in the market. If art is a reflection of its time, then AI art certainly belongs.

h: Your artwork is known for its mesmerising use of colour, particularly sunset hues and infrared tones. What draws you to these specific colour palettes, and how do they contribute to the mood and atmosphere of your pieces?

NA&CO: We often digitally edit the images generated by AI, especially by altering the colours. Making selections and editing the photos is a crucial part of our work. This process not only personalises the AI outputs but also integrates our artistic vision, ensuring that each piece aligns with our creative identity. By adjusting colours, we can convey specific moods and emotions through our art, adding another layer of depth and meaning to the final piece.

h: Balancing structure and spontaneity is key to maintaining a daily artistic practice. How do you strike this balance in your work?

NA&CO: Creating art daily is a significant effort, but since we are self-employed, we can always make room for it in our schedule. We’ve gotten quite adept at this, pushing the AI tools we use to their maximum capacity. Fortunately, there are increasingly better tools that also assist with everyday office tasks, allowing us to handle quite a lot between the two of us.

serifa-YOUNGER_THAN_THAT_MOMENT
SERIFA
YOUNGER THAN THAT MOMENT
JAKANEN_SERIFA
SERIFA
JAKANEN 8
JAKANEN 1
SERIFA
JAKANEN 1
SERIFA 
Sence of space
SERIFA
OWN ROOTS 2
SERIFA-ESSENCE_OF_THE_IMAGE
SERIFA
ESSENCE OF THE IMAGE
SERIFA-PAST_SEASONS_1
SERIFA
PAST SEASONS

Images courtesy of the artists

ISSUE 5

FW24 ISSUE IS HERE