Abstract

This short reflection examines the similarities between AI generated image systems (DALL-E 2, Midjourney and Stable Diffusion for example) and the creative process employed by designers and artists. It challenges the notion that AI cannot produce art or design that could be considered ‘original’ or ‘creative’, by examining the (often) derivative nature of the creative process, (where influence and mimicry play a significant role) and comparing it with the way AI image generators use existing visual data. It concludes that AI image generators are likely to play a significant role within the design process due to their increasing capabilities (multi-model input and use of large data sets), as well as the consumer’s appetite for novel but familiar design.