Graphic design, Already Intelligent? Current possibilities of generative AI applications in graphic design.

Sammanfattning: This paper analyzes the current possible implementations and limitations of generative AI applications such as Chat-GPT, DALL-E, and Midjourney. The applications were used in a specific scenario to gauge whether it was able to effectively handle a potential request from a client, the scenario was to create a visual identity for a shoe company called WalkWise. The creations are then analyzed using Gestalt theories of perception and the machine-learning mechanisms that run these applications. To understand just how graphic designers may introduce these tools into their process, a process chart describing a typical graphic design process for a project has been created using data gathered from 8 professionals in the field who were interviewed. Using a thematic analysis, common occurring themes/activities were found and visualized in a process chart. The process was later analyzed using theories in process value analysis. Using all this information a conclusion was made that AI-generated art has several limitations that inhibit it from completely replacing human designers. These included: not understanding/generating vector graphics, not understanding objects in 3D space from less natural angles, often generating visual clichés, some potential copyright issues, and not being able to generate words. The implementation was therefore limited to a visual brainstorming tool which could aid graphic designers in quickly visualizing an idea or visualizing several different versions of one idea without having to sketch these differences, thereby making the idea-generating parts of the process more efficient.