Exploring Swedish Perspectives on Generative AI in Graphic Design

Sammanfattning

This study explores the perceptions of graphic designers regarding the impact of generative artificial intelligence (GenAI) on their profession. It aims to highlight practical examples of how GenAI is integrated into the work of graphic designers. To achieve this, qualitative data was collected through semi-structured interviews with six professional graphic designers. The findings reveal that the influence of GenAI varies significantly depending on the specif-ic tasks involved. While GenAI has been adopted for certain repetitive tasks of the design process, respondents do not perceive it as a replacement for human creativity or expertise. Instead, most respondents view AI as a complementary tool that enhances efficiency and expands creative possibilities. This study provides valuable insights into the evolving rela-tionship between GenAI and graphic design. Highlighting the importance of being able to work with, and apart to, technology as it advances.