Stylus

AI in Design: Frontier or Gimmick?

Published 17 January 2023

Author
Elspeth Taylor
2 min read

Artificial intelligence (AI)-based image generation tools, which create visuals from text prompts, are beginning to disrupt design. We spotlight innovative projects demonstrating how the technology is used inventively – and how brands can avoid the software’s critics.

In December 2022, Porsche and studio Lusion (UK) debuted Driven by Dreams, a collaborative digital brand purpose presentation. Inspired by Porsche’s visionary Ferry Porsche, the short film uses generative art to visualise the intangible journey of its original 356/1 model’s conception. The creative process is illustrated with motifs such as galactic particles and flowers blooming into chassis-like structures.

Also in December, Nigerian filmmaker Malik Afegbua produced Fashion Show for Elders, an entirely AI-generated catwalk featuring a cast of immaculately dressed (digital) senior models. The project, which underlines the traditional marginalisation and denigration of older people in society, quickly went viral. The response reveals consumer appetite for greater diversity in marketing.

In December 2022, Porsche and studio Lusion (UK) debuted Driven by Dreams, a collaborative digital brand purpose presentation. Inspired by Porsche’s visionary Ferry Porsche, the short film uses generative art to visualise the intangible journey of its original 356/1 model’s conception. The creative process is illustrated with motifs such as galactic particles and flowers blooming into chassis-like structures.

Also in December, Nigerian filmmaker Malik Afegbua produced Fashion Show for Elders, an entirely AI-generated catwalk featuring a cast of immaculately dressed (digital) senior models. The project, which underlines the traditional marginalisation and denigration of older people in society, quickly went viral. The response reveals consumer appetite for greater diversity in marketing.

Creatives are also harnessing AI-powered chatbots (such as ChatGPT, launched in November by San Francisco-based OpenAI) to remix the briefing process. For example, offering design cues to ChatGPT’s natural language processing software results in ready-made AI interior design prompts, ripe for submission to platforms like Dall-E 2 or Midjourney.

This experiment demonstrates AI’s ability to reduce human input (which can result in prevalent or traditional design characteristics) and produce unthought-of, otherworldly ideas.

Despite the potential, image generation tools are often trained on datasets that include illegally acquired artists’ work, leading to issues of intellectual property theft. The recent controversy surrounding the Lensa AI photo editing app, which creates digital avatars of users, illustrates the creative and legal risks of these tools.

Brands must do due diligence when using such software to ensure real artists are not disadvantaged.

Creatives are also harnessing AI-powered chatbots (such as ChatGPT, launched in November by San Francisco-based OpenAI) to remix the briefing process. For example, offering design cues to ChatGPT’s natural language processing software results in ready-made AI interior design prompts, ripe for submission to platforms like Dall-E 2 or Midjourney.

This experiment demonstrates AI’s ability to reduce human input (which can result in prevalent or traditional design characteristics) and produce unthought-of, otherworldly ideas.

Despite the potential, image generation tools are often trained on datasets that include illegally acquired artists’ work, leading to issues of intellectual property theft. The recent controversy surrounding the Lensa AI photo editing app, which creates digital avatars of users, illustrates the creative and legal risks of these tools.

Brands must do due diligence when using such software to ensure real artists are not disadvantaged.

Want to know more?

This article is an example of Stylus' expert research into how Colour & Materials trends are evolving. Get in touch so someone from the Stylus team can explain how your business can harness the power of trends and insights like these – and more.

Want to know more?

This article is an example of Stylus' expert research into how Colour & Materials trends are evolving. Get in touch so someone from the Stylus team can explain how your business can harness the power of trends and insights like these – and more.