In the master's thesis, we explored the role of artificial intelligence (AI) in designing a corporate visual identity (CVI) and compared it with traditional design methods. With the increasing use of AI in creative industries, the question arises whether this technology can replace human creativity or if the human factor will still be crucial in achieving optimal results.
The purpose of the work was to examine how AI affects quality, time efficiency, and adaptability compared to traditional design methods and to determine whether AI can replace human creativity. In the theoretical part, we explored what CVI is and its elements, the evolution of AI, its role in graphic design and introduced AI-based tools.
In the experimental part, we used a comparative methodology in which we created two CVIs for a company that rents soft-serve ice cream machines; one using the traditional approach and the other using AI tools. First, we created the CVI using traditional methods, and only then did we proceed to create it with the help of AI tools. We conducted three experiments with three different AI tools to reach the final product. Throughout the research, we focused on three hypotheses. We compared both approaches regarding time efficiency, adaptation to client preferences, and technical refinement. To collect data, we measured the time spent on each design phase and gathered feedback from target users through surveys and AB testing.
The research showed that AI offers significant advantages, particularly in automation and time efficiency, but human creativity and adaptability remain indispensable. The results confirmed two hypotheses and partially confirmed one. AI produced high-quality visual elements, but human assistance was necessary to achieve the optimal result. This opens up new questions and opportunities for further research in the integration of AI and human creativity.
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