Generative AI in the Design Process. A journey through image generation for concept ideation

As generative AI continues to expand the realm of possibilities for creative purposes, an innovative junction emerges where AI’s capacity for image generation meets the demands of product development in design. By focusing on AI image generators, particularly Midjourney, this book explores how these tools are transforming concept generation, offering fresh perspectives on the collaborative relationships between human creativity and artificial intelligence. Through a methodological combination of literature review and empirical experimentation, we delved into the dynamics of AI-assisted creativity, examining how such tools not only introduce serendipitous elements into the design process but also foster a collaborative environment that can significantly alter the traditional design workflow. Our findings reveal a complex interplay between the algorithmic tendencies of AI tools, the strategic decisions of designers, and the inherent unpredictability of creative generation. This intricate relationship underlines the challenges and opportunities of integrating AI into the design process: while AI can significantly influence the ideation phase by offering visually stimulating inputs and unpredictable inspiration, it concurrently faces limitations in fully aligning with the functional rigor required in the product’s development phase. Overall, this book contributes to the evolving discourse on the role of generative AI in design, emphasizing the need for continuous research, critical examination, and creative experimentation with AI technologies as they continue to advance and redefine the landscape of design practice.