Adoption of AI in Digital Design : A qualitative study about the effects on the profession

Sammanfattning: The development of new technology plays a major role in today's society and several different industries. While some technologies have more or less an impact upon the whole working sector, one of the more recent and controversial technologies is Artificial Intelligence (AI). In recent years, this technology has evolved continuously and is spreading across several different industries. As it is clear that AI is reshaping the workplace, it is relevant to examine how and to what extent it is affecting the digital design profession. Purpose The purpose of this study is to gain insight into the current state of adoption of AI within digital design, including graphic design and web design. Furthermore, to explore the effects of AI on the nature of the profession, from the perspectives of professionals in the industry. While focusing on the creative process and the development of digital products, it investigates how the industry is experiencing the effects of AI in daily tasks and workflows. Furthermore, it examines if the implementation of AI has lead to the development of new work processes, or if traditional tasks remain but are carried out with AI tools as assistance. Method The research method is qualitative. Through literature reviews and by carrying out interviews with relevant designers currently working in the industry, the appropriate data is collected and analyzed. The interviews focus on understanding the participant’s perspective on the topic, their experiences of AI and what effect it has on their work. Through the interviews, the study identifies to what extent AI is used in creative processes, and sheds light on the general feelings towards AI, including expectations and concerns. Conclusions The findings show that the overall awareness surrounding AI is rather divided. AI is already implemented in various design processes and software, whether the designer is aware of it or not. It can thus be concluded that AI has affected the nature of the digital design profession. However, the effects vary depending on the specific role and the related tasks. Most are interested in learning more about it but natural skepticism and lack of knowledge about the technology remain an obstacle for implementing more AI in companies.