- Illustrating blog posts, articles, etc.
- A creativity tool for kids (and adults; consider memes).
- Generating ads. (Consider artisan production and specialized venues.)
- Generating assets for games and similar, such as backdrops and textures.
Like any tool, it takes certain skill to use, and the ability to understand the results.
Roughly speaking the art seems to have three main functions:
1. promote the story to outsiders: this only works with human-made art
2. enhance the story for existing readers: AI helps here, but is contentious
3. motivate and inspire the author: works great with AI. The ease of exploration and pseudo-random permutations in the results are very useful properties here that you don't get from regular art
By now the author even has an agreement with an artist he frequently commissions that he can use his style in AI art in return for a small "royalty" payment for every such image that gets published in one of his stories. A solution driven both by the author's conscience and by the demands of the readers
OTOH these are open-weight models released to the public. We don't get to use more advanced models for free; the free models are likely a byproduct of producing more advanced models anyway. These models can be the freemium tier, or gateway drugs, or a way of torpedoing the competition, if you don't want to believe in the goodwill of their producers.