The potential of generative AI tools in prepress : case Brand ID branding and displays

Abstract

The thesis was conducted in collaboration with Brand ID, a company specializing in brand strategy and identity development. The study investigated the potential of generative artificial intelligence tools in prepress processes. The aim was to identify practical applications within Brand ID’s workflow to enhance efficiency and reduce manual work. Background research included exploring artificial intelligence definition and historical development to provide context for the analysis. Qualitative research methods were employed, including interviews, observations, and the review of internal documents, to gather insights into current prepress practices and employee perspectives. The data collection enabled a comprehensive understanding of the organizational environment and user expectations. The research followed a five-phase process: preparation, research, define, development, and delivery. Tables and figures were developed to support the design and clarity of the results. Key findings identify both opportunities and challenges associated with integrating generative AI tools into prepress workflows. The study concludes that generative AI can support automation, increase productivity, and reduce repetitive tasks when thoughtfully implemented, although employee readiness and software compatibility remain important considerations.