In the thesis, we explored the current state of the use of generative artificial intelligence (AI) tools in design processes. The research aimed to examine the impact of generative AI on collaboration between humans and technology and its effects on creativity in design processes. We designed a digital communication campaign using generative AI tools and supported it with a brochure.
The theoretical part introduces basic concepts and areas where generative AI is currently most prevalent. We presented some of the most popular tools and familiarized ourselves with the legal and ethical aspects of using generative AI in the Republic of Slovenia. At the end of the theoretical part, we defined the creative process and based on research, we stated how generative AI tools can impact the design process.
In the experimental part, we conducted interviews with representatives of three Slovenian agencies and one Belgian design studio, which provided us with a current insight into the actual state of use of generative AI in creative processes. Theoretically equipped, we used various generative AI tools such as ChatGPT, Adobe Firefly, and Khroma.ai to create a digital campaign and a brochure that introduces individuals and companies to the facts and tips for using generative AI in creative processes. The experimental part included phases of research, idea development, final design production, and obtaining feedback.
The results showed that generative AI can significantly increase efficiency and creative potential in design processes, but at the same time requires careful management of ethical and practical aspects of its use. We found that generative AI tools enable faster iteration of ideas and easier execution of design tasks that we alone are not capable of. We identified the need for continuous education and training of designers for the effective and ethical use of generative AI tools.
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