IN-PERSON London Heritages. Section A

Abstract

Artificial Intelligence (AI) is revolutionizing contemporary design by enabling new forms of generative creativity and challenging conventional design processes. This paper explores AI’s transformative role as a creative partner, extending human imagination and expanding design possibilities across disciplines such as architecture, interior design, industrial design, fashion, and visual communication. Utilizing generative models and machine learning, artificial intelligence gives designers tools for addressing complex challenges in design while interacting with socio-cultural contexts. The key question that this study aims to explore is: What is the role of generative creativity of artificial intelligence (AI) transforms the design processes and practice? In response, this article investigates, within the framework of contemporary design, how artificial intelligence affects creative processes. It questions traditional notions of human authorship, creativity, and design processes to show how artificial intelligence creates new possibilities for human-machine collaboration. As artificial intelligence continues to develop, its capacity to connect contextual narratives with advances in technology has the potential to transform design practice in the 21st century.