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Adoption of AI in Digital Design

A qualitative study about the effects on the profession

Written by E. Edberg, L. Beck

Paper category

Bachelor Thesis


Business Administration>General




Bachelor Thesis: Artificial intelligence in design tools When it comes to design-related artificial intelligence, the term artificial design intelligence (ADI) comes up. Through machine learning, ADI technology can understand design rules and concepts, identify design trends, and generate personalized designs. Therefore, users use design assistant technology instead of human designers. (O’Brien, 2019) In the past ten years, several companies have made efforts to develop AI systems for graphics and web design, some of which are more successful than others. There are systems for novice users and professionals that can be used in the ideation and creation process. The visual search engine used by both categories just mentioned is Pinterest. The system can be described as a daily, accessible version of artificial intelligence. The platform enables users to discover, save and categorize ideas on different boards, and suggest new visual effects based on previous searches. Deep learning is used to understand the intent behind search, track user behavior and develop discovery paths. Therefore, the system can provide personalized recommendations with visual or theme-similar images. It also uses image recognition technology to perform image searches by taking photos and receiving results based on detected objects, color themes, and visual patterns. (Wired Insider, n.d.) AI has been embedded in some of the most popular programs used in digital design and can make autonomous or semi-autonomous creative decisions, thereby eliminating many steps in the creative process. The leading software player in this field is Adobe, which uses artificial intelligence in many ways. Adobe Sensei is a technology that brings the power of AI and machine learning to all Adobe products. The framework is embedded in their Adobe Creative Cloud software, Photoshop, InDesign, Illustrator, etc. It is described as deepening insight, enhancing creative expression, accelerating tasks and workflow, and driving real-time decision-making. The system helps reduce manual processes and automate mundane or tedious tasks. With its optimization function, it can be used in areas such as analysis, marketing, creativity, and advertising. (Adobe Sensei, 2020) With the ability to quickly analyze large amounts of data, artificial intelligence tools make the decision-making process easier and smarter, resulting in deeper insights and better decisions. The Adobe team talks about unlocking the magic of AI and amplifying human creativity. Its purpose is not to replace human intelligence, but to provide technology that can partner with creative professionals and help them complete their work in a better and faster way. In addition, it opens up new ways to experiment and learn from customers, thereby creating more ideas. 1.1.2 Artificial intelligence in the creative industry Speculation about how artificial intelligence will affect the future of the creative industry prevails among people in the design industry. Some critics believe that automation will lose many jobs, while others see possible positive results. Compared with other industries, the implementation of artificial intelligence in design art is not so clear and undisputed. Since the design industry has always required creativity and social intelligence, the scenarios are more complicated. The focus revolves around the nature of artificial intelligence, which means it is artificial. Some people believe that it will try to steal the essence of human beings and thus invade the field of art, and the field of art is all related to the human soul and emotions. (Kwon, 2017) There is also an ongoing debate about whether tasks such as creativity and ideation can be automated. If not, these occupations may be in a safe zone. But because artificial intelligence is advancing so fast, this situation is likely to change. Ideally, creatives can benefit from artificial intelligence in the same way as other industries. In other words, optimize the work process and make the process more effective to reduce the time spent on drudgery. The free time can be used to explore new opportunities and allow creativity to bloom more widely. (Shaughnessy, 2017) "Will robots replace my job?" The website pointed out the current problem. The site invites people to discuss the future of the job market and vote on the possibility of artificial intelligence taking over different occupations. In the comment section of the graphic design profession, the potential of using artificial intelligence as a digital assistant has repeatedly appeared in 2019 reviews. Most commentators believe that the profession is relatively safe, but believe that basic tasks will be taken over by computers. The result of increased productivity and more efficient work processes may mean less work for designers, which in turn means less demand for employees in the industry. Some people assume that graphic design will become a niche market in the future, and professionals will need extended skills beyond simple design. They recognize that AI systems can create cheap solutions, and these solutions may outperform expensive designers. They also saw how to provide templates for non-designers to use, thereby reducing the demand for designers. However, many people still believe that great design comes from slightly bending the rules and challenging the norms. They believe that characteristics such as subjectivity, artistic sensitivity, and creativity cannot be automated. (Will robots replace my job?, 2020) If the creative process can be simulated by computers, then designers must focus on the right things, what humans do best. Read Less