AI tools have led to a profound rethinking of the role of the designer. Photo: AFP
Eric Groza has tried his hand at this. The Dubai-based creative director decided to entrust the design of a fictional collaboration between the Swedish furniture giant Ikea and the California-based outdoor clothing brand Patagonia, to Midjourney, an artificial intelligence image generation programme.
But creating this imaginary collection was not so straight-forward for the creative director. The first images generated by Midjourney were not very convincing because Groza had not yet mastered the art of the prompt, ie, the ability to formulate instructions sent to the artificial intelligence tool to enable it to create a visual from scratch.
"It’s magic, but requires someone at the controls to hold its hand," said Groza. The images of the Ikea/Pantagonia collaboration quickly went viral on the professional social network, where they drew mixed reactions. Here, the user specifies requirements such as the material used or the production method, which the machine then takes into consideration to come up with ideas.
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