New technologies have the potential to reveal the deep strategic value of design, says Jason Walsh
Artificial intelligence has consumed acres of newsprint in recent months. Everyone knows it will have an impact on business, but precisely what that will be has been less clear. Naturally, this has created a boom time for commentators, but it can also make considering its potential impact a difficult task.
The truth is, though, no-one really knows how it will develop or what effects it will have on society. As a result, Donnelly said, rather than responding with panic or over-excitement, now is the time to ask fundamental questions about how machine intelligence and automation could augment what we do.
“Historically, the thing that has been harder to sell is the research element. If we commoditise parts of design [process] then the most important piece will be getting inside users' heads. It will become more strategic,” he said. While there are no guarantees, thus far, progress has been rapid, with claims that the latest iteration of GPT, version 4, is ten times more powerful than its predecessor, version 3.5 .Open AI’s ChatGPT is only the best-known of the current crop of AIs. Others, including Google Bard and a recent demonstration from Adobe, are also set to challenge how we work.
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