Artificial Creativity. Design Evolution in the Age of AI

The advent of artificial intelligence (AI), in combination with the ubiquity of digital sensors, computer networks, and automation that has characterised the last decade, is transforming the socio-economic environment and defining a probable new industrial era. This evolution also inevitably involves the world of Design by redefining the designer’s role, the object of design, and user relationships. Many of today’s artefacts, whether an iPhone application, a car, or a building, are increasingly connected to the designer who conceived them, thanks to a continuous flow of data detailing many aspects of the user experience. This same information can be used to train AI neural networks capable of autonomously generating specific solutions without human intermediation. An artificial intelligence engine can thus anticipate users’ needs and behaviours, proposing solutions that are improved and customised according to the particular use that distinguishes each customer. This paradigm shift has important implications for the role of the designer. Through the analysis of pioneering case studies, this paper analyses the possible developments, delving into the repercussions for design theory and practice concerning the theoretical framework used today to interpret the discipline of Design.