earticle

영어

Recent advancements in artificial intelligence (AI) technology are creating new opportunities for evolving brand design methodologies. AI possesses the ability to analyze intricate data and propose innovative solutions that may be overlooked by human designers. In this light, this study seeks to investigate the development of brand design concepts in tandem with AI advancements and explore the potential of integrating Generative AI into brand design through practical workshop case studies. The researchers organized a rebranding workshop for 'Goubuli (狗不理),' a renowned Chinese snack brand, involving students in the use of AI technology to generate design concepts. This study examined how AI can be incorporated into brand design processes and the changing role of designers. The key findings revealed that while AI tools excel at rapid concept generation and creative ideation, they require significant human oversight for cultural sensitivity and brand alignment. The findings revealed both the effectiveness and limitations of AI in brand design, highlighting specific methodologies for its application. This research contributes practical guidelines for integrating AI tools into brand design workflows and provides a framework for balancing AI capabilities with human expertise in commercial design projects. It was found that AI-generated images have inherent stylistic and structural limitations, underscoring the ongoing necessity for human designers to refine and enhance AI-generated content.