Problem Outline
For the visual design sector, the emergence of generative Artificial Intelligence (AI) is just as profound as the introduction of Photoshop and 3D animation. For small design agencies, this creates uncertainty. A survey of the work field as part of the Deep Design Dreams project shows that they need practical, usable information about the potential of generative AI, the impact on the sector, the designer and the end user.
For the designer of tomorrow, the relationship between man and machine will be a cocreation model. However, there is a lack of concrete practical examples for the target group within the sector that would provide an insight into what this model could look like. There is little research on the importance of the role of the designer, user experience (UX) and direct applications within the practice environment. The Design Thinking (DT) model offers opportunities to symbiotically link the strengths of both natural and artificial intelligence. Due to the lack of practical examples, this research project wants to map effective human-machine co-creation models and their influence on workflow and UX through proof of concepts and prototypes, situated within the 'ideate' and 'prototype' phases of the Design Thinking model.
The following research question is central: How can small design agencies - active in branding, video or VR - initialise human-machine co-creation in their visual design practice?
Methodology
Through workshops, coupled with focus groups, participants will develop proof of concepts and prototypes within branding, video and VR using AI. This is followed by an analysis of exactly how the AI was engaged, and which AI roles and team relationships emerged. This analysis forms the basis for blueprints for possible human-machine co-creation models within Design Thinking, which can then find their place in the workplace.