Should the design process be re-imagined? The interplay of human creativity and AI innovation

The paper explores the evolving relationship between human creativity and artificial intelligence (Al) innovation in the context of design processes. It addresses the increasing integration of technology into daily life and work processes, which has sparked concerns about the potential obsolescence of human capabilities. The emergence of Al-based software for text and image generation has raised questions about the value of human contribution even in the creative disciplines, which until recently seemed likely to be man's last stand of defense in the face of advancing machine capabilities. The paper discusses examples like ChatGPT and Midjourney's recent successes as instances of Al's creative potential. To investigate more deeply what role Als play in the design process and what tasks are still the preserve of human designers, the paper presents a case study involving a workshop that explores the collaboration between designers and Al, using Italo Calvino's Invisible Cities as a theme. The study investigates the extent to which Al can replicate human creativity in translating mental images into designs. The design process involves using Al for text-to-image generation, employing Midjourney software, and adapting Al-generated text into prompts for image creation. The study emphasizes the creative input of human designers in guiding Al-generated content. In conclusion, the paper underscores the role of the designer as central in the design process, with Al tools serving as valuable aids for inspiration and concept generation. It highlights the complexity of generating specific graphic products through Al and emphasizes the need for skilled designers to harness Al's potential effectively.