How will AI transform the design industry?
Artificial Intelligence (AI) has taken the world by storm, and will prove to be an invaluable tool for designers and brand strategists. AI gives us the ability to automate tasks, improve productivity, and create new opportunities in a variety of industries. Including the design industry. Design agencies that seize this opportunity and use AI to their advantage will be able to gain a competitive advantage in the years to come.
Before we look at how AI can be used in design and branding, it's helpful for you to understand the different types of AI that exist.
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Today's artificial intelligence
Weak AI, also called narrow AI by some, are systems that are designed to solve specific tasks. These systems may be very good at solving the tasks they are programmed to do, but will not work to solve tasks they were not designed to handle.
There are two main categories of weak AI
Rule-based AI, also known as expert systems, relies on predefined rules and logic. This type of artificial intelligence is best suited to perform tasks that follow a predictable pattern, and we know it best as customer service chatbots that can answer frequently asked questions, for example.
The second type is called machine learning, and is an AI that learns from data and can improve its performance over time. There are several types of machine learning, including supervised learning, unsupervised learning, and reinforcement learning. These use different algorithms and techniques such as neural networks, decision trees, and clustering methods.
Well-known forms of weak AI include Apple's Siri and Amazon's Alexa. The much-talked-about ChatGPT service, created by OpenAI, is also an advanced form of weak AI, built on what is called natural language processing (NLP). Both natural language processing and image and video analysis can have both rule-based and machine learning-based approaches. However, they are largely based on machine learning techniques to achieve high accuracy and efficiency in the analysis of the data.
The artificial intelligence of the future
Artificial intelligence is divided into three main groups: weak AI, general AI, and super AI. So far, we've briefly covered what weak AI is and how it works. The other two varieties, or levels if you prefer to call them that, are forms of AI that don't yet exist. That doesn't mean they aren't widely discussed and researched, though.
General AI, also known as strong AI, refers to a system that is designed to handle a wide range of tasks. This type of AI should be able to perform any intellectual task on par with a human. It should not only be able to replicate human thinking, but also fully understand it.
General AI does not yet exist, and is so far only a hypothesis, but will have the potential to change the way we projects on completely. Several experts believe that the development of such a type of AI is possible, and have invested heavily in the technology. However, many are skeptical about developing a technology that could have unforeseen consequences.
At an even higher level than general artificial intelligence is what is called super AI, or artificial superintelligence (ASI). This form of AI is intended to completely surpass human intelligence, and will be able to perform tasks much better and more easily than we can. This type of artificial intelligence is also currently only a hypothesis, and if it is ever developed, it could have its own emotions, needs, and mindset.
It is unclear whether an artificial superintelligence will ever be possible to develop, and a great debate is taking place about how prudent it would be to move forward with the development of this technology.
Artificial intelligence in the design industry
There is no doubt that we are in the midst of a new, and fourth, industrial revolution with the development of artificial intelligence as one of the drivers. As with any new development, there will naturally be skepticism, but when we think back to how our everyday lives would function today, without the use of computers and the internet, we try to look positively at the implementation of such technology in our work.
Artificial intelligence will likely become an integral part of how we work in the design industry in the years to come. There are countless ways that both designers and consultants will be able to leverage the technology to improve their work processes and increase the efficiency of the agency. There will likely be even more ways to use the technology as we become more familiar with it.
Automation of repetitive tasks
The most obvious use of artificial intelligence is using technology to perform and automate repetitive daily tasks, so that our time can be better utilized for other, more complex or creative tasks. Good examples of this are organizing files or editing large amounts of photos.
Design process optimization
Optimizing the design process is another great use of AI. Designers can use the technology to analyze large amounts of data and find patterns that can help them design more efficiently and accurately. For example, AI can be used to select colors, shapes, and materials that work best for a specific audience.
Read more about using a design system.
Brand analysis and insights
Using natural language processing, strategists can analyze customer and social media feedback and understand how a specific audience is talking about a product or service, providing valuable insights that can be used to develop more effective and targeted brands and campaigns.
Idea development
Artificial intelligence is also a fantastic tool to help develop ideas and mood boards or simple drafts of texts for clients. With the development of artificial intelligence, problems such as the Iron Curtain and writer's block will affect us much less than they did in the past, and the hours that were previously spent on research to get the first sketch can now instead be used to refine the design and text.
Read more about 5 focus areas you need to work on to succeed with branding.
Examples of using AI in branding
One of the things we pride ourselves on at Mission, and in our industry, is the way we constantly think outside the box, and our ability to use every part of our agency to find new solutions and create new creative ideas for our clients. In this way, we ensure that their brand can stand out from the crowd, while still remaining true to the purpose for which it was built.
The examples mentioned earlier in the article about how artificial intelligence could be used in our industry will most likely prove to be just the beginning. There are already examples of creative solutions where various forms of algorithms and artificial intelligence have been put to use.
Back in 2017, Italian agency Ogilvy & Mather used an algorithm to develop 7 million different designs for the packaging of Nutella jars. The project was called Nutella Unica, and all the jars were sold out in less than a month.
In 2022, Heinz and the Canadian agency Rethink used OpenAI’s generative model DALL-E to generate a set of images of ketchup through various prompts. It turned out that a large proportion of the images generated mimicked Heinz’s own bottle design. This was used in a campaign to emphasize the uniqueness and familiarity of their brand.
The use of AI for design agencies
All in all, the use of AI in a design agency gives you as a client a significant strategic advantage, and it is clear that such technology will be useful for anyone working with design and brand development.
By using this technology for tasks like research and ideation, we free up valuable time that can be used to be more creative, fine-tuning projects, and ensuring that everything is thoroughly executed and professionally sound. Future projects will be able to move faster from sketch to concept and discussion, because more time is saved earlier in the process. AI will give agencies the ability to delve deeper into insights and unearth information that will help develop designs and brands that really resonate.
Technology can provide the ability to design with even more precision and purpose than before, developing brands that not only look good but deliver impressive results. So as a client, you no longer only have access to the agency's creative talents and expertise, but also to the power of advanced technological tools that can take your brand to new heights.
