Research - Case Studies
AI in Graphic Design - Use Case Studies
1. 1 - AI design | new tech is changing experience creation | blooloop
Background: Creative Principals, a family-owned experience design firm, led by Geoff & Zoe Thatcher, embarked on a journey to explore the potential of AI tools in the field of experience design. Their focus was on theme parks, museums, and other attractions.
Objective: The objective was to understand how AI could enable more personalized, creative, and engaging ways to design attractions. They aimed to leverage AI tools to enhance their design process and improve the overall quality of their work.
Approach: The team started using Jasper, an AI tool powered by OpenAI's GPT-3.5, to generate content for their articles. They also began working with JRA – part of RWS Entertainment Group on the H2.O Purification Center in Jacksonville, Florida. For which they used Jasper to generate a video script about why water purification is important. In addition to Jasper, they utilized AI design tools like Midjourney and DALL·E 2. They cancelled their stock photo subscriptions and shifted those resources into subscriptions with these AI tools.
Implementation: The team used AI in various aspects of their work:
- Brainstorming: AI design tools like Midjourney allowed them to quickly generate visuals during brainstorming sessions.
- Mood Boards: They created custom mood boards for projects using AI programs like Midjourney and DALL·E 2.
- Pre-renderings and Renderings: They used AI to generate "pre-renderings" that conveyed the idea and mood of a space before creating full renderings.
- Character Design: They used AI to explore hundreds of ideas and variations for a character.
- Naming: They used Jasper AI and other tools to generate names for attractions or exhibits.
- Presentation Symbology: They used AI to generate images to symbolically support
a message in their presentations.
Results: The use of AI tools not only allowed the team to work faster but also more efficiently. They were able to generate more renderings faster than ever before. The AI tools provided a glimpse into the final product much faster than previously possible.
Conclusion: The team concluded that AI is not a job destroyer but a tool that can inspire creativity and efficiency. They emphasized that while AI can generate ideas and visuals, the human touch is still necessary to make the output meaningful and relevant to the project. They believe that AI design is the next step in the evolution of art, comparing it to the advent of photography and digital art.
Background: Lydie Catalano, a UX designer, embarked on a journey to explore the potential of AI tools and cognitive psychology in the field of UX design. Her focus was on how these tools and principles could be used to optimize user interfaces and better understand user behavior.
Objective: The objective was to understand how AI and cognitive psychology could enable more effective and efficient UX design. Catalano aimed to leverage AI tools and cognitive psychology principles to enhance her design process and improve the overall quality of her work.
Approach: Catalano applied AI and cognitive psychology in two main areas: optimizing navigation and information architecture, and improving brand image and engagement through customization. She used A/B testing to compare and evaluate two versions of a user interface to determine which was more effective in achieving a specific goal. She also used AI to analyze user data, such as household typology, loan history, items viewed, style preferences, and social network interactions, to define customer profiles.
Implementation: Catalano used AI and cognitive psychology in various aspects of her work:
· Optimizing Navigation and Information Architecture: She used AI to analyze elements of a user interface, such as a web page, and identified a significant increase in demand for brochures on the day an email was sent to key markets. She then applied Gestalt principles of proximity, similarity, and continuity to test different design variations.
· Improving Brand Image and Engagement through Customization: Catalano used AI to analyze user data to define customer profiles. She then used this information to target marketing and advertising messages to each user group during acquisition and communication.
Results: The use of AI and cognitive psychology not only allowed Catalano to work more efficiently but also more effectively. She was able to significantly improve navigation results and conversion rates, leading to a 30.24% increase in conversion rate on the "Validate" click and a 56.84% increase in conversion rate on the validated page. The personalization strategy also resulted in a 22.91% reduction in cost per click and a 41% reduction in bounce rate.
Conclusion: Catalano concluded that integrating cognitive psychology and AI into the UX strategy can significantly improve user experience and business outcomes. However, she emphasized that these tools should not replace empathy, understanding, and consideration of real user needs. As UX strategists, it's crucial to remain user-centric and to explore new ways of innovating in the UX domain.
3. 3 - https://www.cosmopolitan.com/lifestyle/a40314356/dall-e-2-artificial-intelligence-cover/
Background: In June 2022, a group of editors from Cosmopolitan, members of artificial-intelligence research lab OpenAI, and a digital artist—Karen X. Cheng, the first “real-world” person granted access to the computer system they’re all using—collaborated to create the world’s first magazine cover designed by artificial intelligence. The AI tool they used was DALL-E 2, a creation of OpenAI.
Objective: The objective was to leverage the capabilities of DALL-E 2 to create a unique and visually striking magazine cover. The team wanted to explore the potential of AI in the field of graphic design and push the boundaries of what was possible.
Approach: The team used DALL-E 2's ability to generate images based on verbal requests. They experimented with various descriptions and concepts, such as "a young woman’s hand with nail polish holding a cosmopolitan cocktail" and "a woman wearing an earring that’s a portal to another universe." After several iterations, they settled on the description "1960s fashionable woman close up, encyclopedia-style illustration." DALL-E 2 then generated six high-quality illustrations based on this description.
Implementation: DALL-E 2 was used to generate various images for the magazine cover. The AI tool was able to create entirely new images based on the descriptions provided by the team. It was also used to extend the images and imagine the world beyond their borders. Despite some limitations, such as difficulty rendering photorealistic faces and a tendency to generate images of predominantly white individuals, the team was able to create a stunning cover image.
Results: The use of DALL-E 2 allowed the team to create a unique and visually striking magazine cover in less than an hour. The AI tool enabled them to generate a variety of images quickly and efficiently, pushing the boundaries of what was possible in graphic design.
Conclusion: The team concluded that AI tools like DALL-E 2 can be powerful allies in the field of graphic design. While they do not replace human creativity, they can enhance it and open up new possibilities. The successful creation of the magazine cover demonstrated the potential of AI in graphic design and served as a testament to the transformative power of AI in the creative process.
4 - https://refikanadol.com/works/machine-hallucinations-nature-dreams/
Background: Refik Anadol, a pioneer in the world of digital art and crypto collectibles, designed "Machine Hallucinations — Nature Dreams" for KÖNIG GALERIE. The project comprises three aesthetic approaches to a vast photographic dataset of nature: a giant data sculpture titled "Nature Dreams," four new series of data paintings, and "Winds of Berlin," a site-specific, public art projection on the tower of ST. AGNES created based on real-time environmental data collected from the city.
Objective: The objective was to leverage the capabilities of Generative Adversarial Networks (GAN) AI algorithms to create unique and visually striking art pieces that commemorate the beauty of the earth we share.
Approach: Anadol utilized over 300 million publicly available photographs of nature collected between 2018-2021, representing the largest raw dataset of nature ever gathered for an artwork. This dataset was used to train a GAN AI algorithm. The resulting AI Data Painting incorporates pigments, shapes, and patterns associated with nature, but only exist in the mind of a machine as dreams. Each variation forms a multi-faceted reflection of the nuanced relationship between technology, humanity, and culture.
Implementation: The AI tool was used to generate various images for the data sculpture and data paintings. Despite some limitations, the team was able to create stunning visual interpretations. With the assistance of the Google AI Quantum team, Anadol merged AI-induced latent space with a quantum hyperspace, speculating an alternative reality through the lens of nature aesthetics.
Results: The use of GAN AI algorithms allowed the team to create unique and visually striking art pieces. The AI tool enabled them to generate a variety of images quickly and efficiently, pushing the boundaries of what was possible in digital art.
Conclusion: The team concluded that AI tools like GAN can be powerful allies in the field of digital art. While they do not replace human creativity, they can enhance it and open up new possibilities. The successful creation of the art pieces demonstrated the potential of AI in digital art and served as a testament to the transformative power of AI in the creative process.
5. 5 - https://qz.com/chatgpt-dall-e-artificial-intelligence-design-1850198757
Background: Pau Garcia, co-founder of the Barcelona design firm Domestic Data Streamers, has been experimenting with artificial intelligence (AI) for several years. Initially skeptical about the role of AI in the creative industry, Garcia's perspective shifted after encountering a script for the show Rick and Morty written by OpenAI’s large language models. This sparked his interest in AI generative tools like ChatGPT and DALL-E.
Objective: The objective was to explore how AI could be integrated into the design process to enhance creativity and efficiency. Domestic Data Streamers, which provides creative services to clients including the World Bank and the United Nations, sought to leverage AI to streamline project development and generate innovative design concepts.
Approach: Garcia used AI generative tools like ChatGPT and DALL-E in the design process. To initiate the brainstorming process for client proposals, Garcia input keywords into a Google Docs form, which then used ChatGPT to generate quotes from experts on the given topics. This approach was used to expedite the research process, which typically takes about two weeks.
Implementation: The implementation of AI in Domestic Data Streamers' work involved:
• Research Acceleration: ChatGPT was used to cut the research time for projects in half.
• Concept Generation: AI was used to generate expert quotes based on keywords, aiding in the brainstorming process.
• Education: Garcia educated his employees on how to use and experiment with ChatGPT and DALL-E in their methodologies.
• Fact-Checking: Despite the efficiency of AI, Garcia emphasized the importance of fact-checking the data generated by AI, as it can sometimes produce inaccurate or misleading information.
Results: The use of AI tools significantly accelerated the research process, reducing the time frame from two weeks to one. The firm also experienced a surge in business, receiving five times as many phone calls as it did six months prior. This increase in interest was attributed to the growing curiosity and excitement around AI in the creative industry.
Conclusion: Garcia's experiment with AI in the design process demonstrated that AI can be a valuable tool for enhancing creativity and efficiency. However, it also highlighted the importance of human involvement in fact-checking and guiding the use of AI. While AI can generate innovative ideas and streamline processes, the human touch is necessary to ensure the accuracy and relevance of the output. The experiment also underscored the need for thoughtful consideration of why and how AI is used, emphasizing that while AI can provide answers, it is crucial to understand the questions it is being used to address.
6 – https://www.linkedin.com/pulse/bridging-human-creativity-ai-tools-experience-design-jerlyn-o-donnell/
Background: Jerlyn O., an experience design polymath, uses Artificial Intelligence (AI) tools daily to enhance her work. She is always at the forefront of design innovation, exploring new techniques and tools to create better user experiences. With the advent of AI, she has found more powerful tools to make her work more efficient, effective, and impactful.
Objective: The objective was to leverage AI tools to automate repetitive tasks, assist in design decisions, and optimize designs for better user experiences. The goal was to save time and effort, make informed design decisions, and create better user experiences.
Approach: Jerlyn uses various AI-powered tools in her toolbox. She uses design tools like Figma, Sketch, and Adobe XD to automate various design tasks. She also uses tools like Canva, Adobe Express, and InVision to offer design suggestions based on the user's preferences and the design context. Moreover, she uses tools like UXPin and Marvel to analyze user data and provide insights to improve her designs.
Implementation: The implementation of AI in Jerlyn's work involved:
• Design Automation: AI was used to automate repetitive tasks, such as resizing and renaming assets, creating layouts, and generating mockups.
• Design Assistance: AI was used to suggest color schemes, fonts, visually appealing design elements, etc., to ensure the design is on-brand.
• Design Optimization: AI was used to analyze user data to help optimize designs for better user experiences.
Results: The use of AI tools offered many benefits to Jerlyn, from design automation and assistance to design optimization and data analysis. By leveraging these tools, she saved much time and effort, made informed design decisions, and created better user experiences.
Conclusion: Jerlyn's experience with AI in the design process demonstrated that AI can be a valuable tool for enhancing creativity and efficiency. However, it also highlighted the importance of human involvement in guiding the use of AI. While AI can generate innovative ideas and streamline processes, the human touch is necessary to ensure the accuracy and relevance of the output. This case study showcases the transformative potential of AI in the field of design, underscoring its role as a tool that can inspire creativity and efficiency rather than replace human designers.
7 - https://designassembly.org.nz/2023/03/22/streamlining-design-processes-with-ai-in-conversation-with-rush/
Background: Rodrigo Acevedo, Product Design Lead, and Giselle Scott, Digital Product Designer, are part of the design practice at RUSH. They are dedicated to building technology experiences that challenge the status quo and capture people's hearts. Recently, they have been exploring various AI tools, including ChatGPT-4, to streamline their design processes.
Objective: The objective was to integrate AI into their design process to increase productivity and efficiency, allowing them to focus on their best strategic, high-level work. They sought to delegate repetitive and manual tasks, such as sourcing and synthesising quantitative research, to an 'AI intern'.
Implementation: The implementation of AI in RUSH's work involved:
• Research Acceleration: ChatGPT was used to delegate repetitive tasks, freeing up time for human-centred, creative thinking.
• Concept Generation: AI was used to generate surveys, scripts, and explore different design possibilities.
• Education: The team was educated on how to use and experiment with AI tools in their methodologies.
• Fact-Checking: Despite the efficiency of AI, the team emphasized the importance of fact-checking the data generated by AI, as it can sometimes produce inaccurate or misleading information.
Results: The use of AI tools significantly increased productivity and efficiency, allowing the team to focus on their best strategic, high-level work. However, they also encountered challenges, such as the presence of gender, racial, and cultural biases in AI tools.
Conclusion: RUSH's experiment with AI in the design process demonstrated that AI can be a valuable tool for enhancing productivity and efficiency. However, it also highlighted the importance of human involvement in fact-checking and guiding the use of AI. While AI can perform repetitive tasks and streamline processes, the human touch is necessary to ensure the accuracy and relevance of the output. The experiment also underscored the need for thoughtful consideration of why and how AI is used, emphasizing that while AI can provide answers, it is crucial to understand the questions it is being used to address.
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