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This article is part of the VB Lab Insights series paid for by Capital One.
Generative AI is dominating the conversation in 2023, and the design community is no exception to its transformative potential. Product innovations driven by emerging AI capabilities have the potential to unlock new opportunities and put the power of real-time intelligence in the hands of customers like never before.
As a design leader focused on creating innovative products and solutions for millions of our consumers and thousands of our employees, I find AI’s potential for the design discipline particularly exciting. New technological advances such as generative AI, computer vision, natural language processing, and large language models can enhance, complement, and advance designers’ capabilities, allowing them to focus on work that provides maximum value to their users. may be capable of. At the same time, there are ongoing and important conversations about how to design and implement new safeguards and frameworks to reduce risk and ensure the responsible application of AI.
Let’s take a closer look at the dynamic intersection of AI and design, focusing on how AI-enhanced design tools can enhance designer workflows, improve outputs, and drive product innovation.
Transforming How We Design: Using AI to Enhance the Designer Workflow
In the near future, it’s very likely that most designers will take advantage of some sort of AI tool that will enhance their workflow. AI has the potential to help designers better research, brainstorm, design and build. Here are some examples of AI-enhanced innovations that can enhance designer workflows:
- Images and Videos: An entire ecosystem of new tools and products is emerging for designers to overcome the blank page syndrome. With a single language prompt, designers now have the ability to generate images and videos that can provide a quick starting point that designers can adapt at their discretion, creativity and relevant knowledge. This will allow designers to easily generate a variety of images for use in storyboarding, their designs or A/B testing. Of course, there are important questions and considerations that still need to be understood regarding trademarks and copyrights from AI-generated images and videos, and this is one area where it will be especially important that creatives and designers’ creations remain protected.
- UI: Multiple tools can now serve as co-pilots for user interface design. These tools will also enable designers to use language notations to generate wireframes, user flows, and other UI assets. This will help designers go from first draft to finished product faster.
- Language: Advances in natural language processing and text generation, like large language models (LLMs), can help designers produce a wider range of copy suggestions that are also on-brand.
- design research: One of the most important capabilities that the design discipline brings to users and business is research and insight. AI can help designers do the heavy lifting on baseline research by allowing them to extract more detailed information, and also help summarize and deliver the most salient points from longer reports and research studies. The growing field of synthetic data is also one that could provide a positive boost for the sector, providing the potential to conduct useful design research in ways that protect users’ privacy.
Evolving what we design: how AI can power product innovation
In every industry, companies are competing to garner loyalty and win customers in an era of rising consumer expectations. Digital products of any brand are one of the most intimate and important ways a company engages with its customers.
Designers act as an important link between companies and consumers. They are largely responsible for how digital products appear in the marketplace and how customers experience them. Designers work to understand and advocate for the user and help influencer brands connect with the world at large. They spend a lot of time carefully researching, talking to customers, and designing solutions to meet their growing needs.
With the rapid growth and impact of AI, designers can now incorporate AI into their product design. By leveraging various forms of AI, designers can drive product innovation across many industries with wide-ranging use cases such as personalized shopping, AI-powered customer service, fraud prevention, facial recognition, and marketing tools (targeting and personalizing ads) .
Thanks to AI, what is possible today from a product design perspective was unimaginable a decade ago. The impact of AI on product innovation can be seen in the tremendous growth of AI-startup investment. According to Crunchbase, investment in AI startups has more than doubled in the past year. In addition to an increase in AI startup investment, we are also seeing an increase in corporations investing in AI. A recent CNBC survey shows that nearly half of C-suite technology executives across industries confirm that AI is their top tech budget item for the next year; He estimates that AI spending will more than double that of his second-largest budget item, cloud computing. This is further evidence of how AI is driving the future of product innovation, which will have a profound impact on the future of product design.
Adopting a responsible human-centred approach through AI
As AI transforms workflows and enriches user experiences, the design discipline must embrace these advances with cautious optimism and a responsible approach that focuses on human users and minimizes potential bias and errors in AI output be, which can be especially harmful for underrepresented groups who may not be well-represented in the training data that generates AI outputs. This means that it will be important for organizations building AI systems to strategically build diverse, cross-functional teams – with multiple experiences and capabilities for multi-dimensional thinking – that are representative of their broad user base.
By identifying user pain points and preferences with greater clarity and less friction, AI has the potential to elevate human-centered design and help designers achieve better solutions more effectively. But maintaining empathy for end users and addressing their needs will still be paramount.
As my colleague and Chief Design Officer of Capital One, Daniela George, recently said: “In designing products, what we need to do is understand broad segments of users and then find common patterns. With AI, I think there’s an opportunity to get a one-to-one solution between humans and systems.
This technology has the power to transform every aspect of our professional and personal lives. Still, like any emerging technology, the potential benefits have to be balanced with risk management and a mindset that puts the human user at the center of every decision.
Richard Ting is Managing Vice President of Experience Design at Capital One,
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Source: venturebeat.com
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