Neural networks and artificial intelligence: design of the future

Neural networks and artificial intelligence - will they deprive designers of their jobs, and should we start worrying? We will try to analyze this topic in as much detail as possible and make a small forecast of the professions of the future.

What are neural networks and how do they create designs?

Neural networks are intelligent systems modulated according to the principle of operation of networks of nerve cells in a living organism. The artificial neuron system is trained based on a large amount of input data. The development of AI has ensured the automation of work in industrial enterprises, partially replaced or simplified the work of analysts and forecasters, given us virtual assistants, self-driving cars, and much more. The main advantage of neural networks is that they are able to process huge databases in a short time, which is a serious burden for a person, affecting the quality of work.

Neural networks and designers – competitors or partners?

How does artificial intelligence work in the field of design? Initially, a huge database of pictures and captions is loaded, then the neural network combines its knowledge of these images, and then creates its own. For example, pictures with the image and caption “wolf” are first loaded. The neural network studies what it looks like using a large number of examples. Next, a “person on roller skates” is added to the database, the neural network remembers the correct stance of the skater, etc. If, after such training, we enter the query: “wolf on roller skates,” the AI ​​will combine all its knowledge and generate its own unique image.

Let's look at the famous neural network in Artemy Lebedev's studio, called Nikolai Ironov. Its services for creating a logo cost from $200; the studio used the digitized experience of dozens of designers as a database. The client fills out the brief, enters the name of the company and a description of its work. From keywords, Nikolay understands the context, forms metaphors and generates many unique options. However, Ironov does not work alone - the final approval is carried out by his “operators”, i.e. art directors and creatives from Lebedev Studio. Based on their experience, they choose the most suitable design for the client.

There are three main components to design – convenience, recognition and impression. Not a single neural network can yet assess the impression it makes on the consumer. Yes, it is capable of offering many creative design solutions that are difficult to think of, but when it comes to taste, the neural network is powerless and the last word always remains with the person. But it saves a huge amount of time; Nikolay generates unique images in seconds, whereas designers spend several days on this.

In turn, experienced designers will evaluate your competitors before starting work, ask in detail about your stylistic wishes, provide a personalized approach and convey the desired meaning as accurately as possible.

Thus, the neural network and the designer are a strong creative tandem and colleagues who enhance each other’s effectiveness.

The Future of Graphic Design

We can conclude that neural networks will not be able to fully replace the profession of designer, but rather modernize it. The profile of work will change significantly, there will be much less routine. It is worth noting that disappearing professions are just a progressive process of evolution. The old world is changing, something new is coming to replace it and this is completely natural, you just need to adapt to modern trends in time

Soon, art directors will be in great demand, weeding out crazy design options from neural networks. And the main criterion for selecting such people will be the presence of extensive experience behind them. While AI is still in its “raw development” stage, the best solution would be to turn to professional graphic design studios.