Researched by Gunaprasath Bupalan

Flora, a new startup founded by Weber Wong, has launched its “infinite canvas” platform, aiming to revolutionise creative workflows with AI. Wong argues that current AI tools are often “made by non-creatives for other non-creatives to feel creative,” lacking the depth and control needed by professional artists and designers.

Flora distinguishes itself by focusing on the interface rather than developing its own AI models. Instead, it integrates with existing models, providing a visual workspace where users can generate and manipulate text, images, and video. This “infinite canvas” allows for a dynamic, iterative creative process, where prompts and variations are mapped out visually, facilitating collaboration and client feedback.

“The model does not matter, the technology does not matter,” Wong stated, emphasising the importance of the interface. “It’s about the interface.” Users can, for instance, generate an initial image and then refine it through further prompts, with each step and variation visible on the canvas.

Flora is initially targeting visual design agencies, collaborating closely with Pentagram to refine its product. The goal is to empower designers to “do 100X more creative work,” such as generating numerous logo variations rapidly. Wong drew a comparison to the evolution of music production, where modern musicians can achieve complex compositions independently, much like he envisions designers utilising Flora.

Wong, who has a background in both art and technology, acknowledged the scepticism surrounding AI in creative fields. He aims to bridge the gap between “AI natives” and the “AI curious,” hoping to eventually convince even “AI haters” of the platform’s value.

Addressing concerns about copyright and intellectual property, Wong clarified that Flora does not train AI models, instead relying on existing ones and pledging to adhere to “societal standards.” He also emphasised the company’s commitment to preventing the proliferation of “AI slop,” instead focusing on unlocking “new aesthetic and creative possibilities.”

To demonstrate its capabilities, Flora launched with an art project featuring a live feed from a head-mounted GoPro, allowing website visitors to stylise the footage using AI.

Backed by A16Z Games, Flora offers a free tier with limited projects and content, with professional pricing starting at USD16 per month.

Source: techcrunch.com