AI as Co-author: towards balancing automation and designer agency : A case study at Liip SA

Sammanfattning

The rapid integration of artificial intelligence has greatly impacted the design industry and the relationship between service providers, employees and users. There is an increasing demand for greater efficiency but without a clear plan to implement AI-powered human-centred practices. The fear of AI replacement continues to grow amidst the design landscape and manifests in growing internal tension and underwhelming results. This case study was conducted on a boutique digital services company, specialised in web development and with increasing AI focused projects, with the goal of gathering empirical data of the use of AI in design. Central to this research is the exploration of how AI can be utilised as a “co-author” to improve internal processes while retaining designer agency. This research aims to bridge the gap between rapid technological adoption and task automation with the human essence that defines the high-quality of the design of services and products.