Blending generative AI and art direction for the visual rebrand of a sustainable business model
Pereira Tenório da Silva, Tarsila (2023)
2023
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121135834
https://urn.fi/URN:NBN:fi:amk-2023121135834
Tiivistelmä
The rapid and revolutionary development of artificial intelligence (AI), especially in generative AI (GenAI) applications, is transforming not only the way we interact with machines, but also the way we function as a society. Whole sectors will rearrange in response to it, including the creative businesses.
This thesis was written with the aim of testing and exploring the capabilities of GenAI applications in different stages of the creative process. To develop a new set of skills when implementing AI tools in the design process, research was carried out by integrating ChatGPT and Midjourney in the art direction workflow, recreating the thesis commissioner, Foodello – Fiksuruoka.fi, visual identity. Foodello – Fiksuruoka.fi is a tech start-up and Finnish-owned online store of rescued food, that sells high quality discounted surplus products with the mission of reducing food waste.
The outcome of this work was a clear demonstration on how generative AI models can assist in the execution of a creative brief, augmenting creativity and promoting divergent thinking. The biggest learning of this work was not based on content creation itself, but on the findings of how the power of generative AI applications lies in productivity enhancement and co-creativity, blending new and traditional creative methods. However, GenAI technology is still new and under development. A suggestion for future work is to continue exploring the use cases and learning how to take advantage of these tools in different projects and situations.
This thesis was written with the aim of testing and exploring the capabilities of GenAI applications in different stages of the creative process. To develop a new set of skills when implementing AI tools in the design process, research was carried out by integrating ChatGPT and Midjourney in the art direction workflow, recreating the thesis commissioner, Foodello – Fiksuruoka.fi, visual identity. Foodello – Fiksuruoka.fi is a tech start-up and Finnish-owned online store of rescued food, that sells high quality discounted surplus products with the mission of reducing food waste.
The outcome of this work was a clear demonstration on how generative AI models can assist in the execution of a creative brief, augmenting creativity and promoting divergent thinking. The biggest learning of this work was not based on content creation itself, but on the findings of how the power of generative AI applications lies in productivity enhancement and co-creativity, blending new and traditional creative methods. However, GenAI technology is still new and under development. A suggestion for future work is to continue exploring the use cases and learning how to take advantage of these tools in different projects and situations.