1. From Reflection to Action
Following the previous stage of reflection (10/6–11/2), I realised that my research had entered a new turning point.
In Unit 3 and the early stage of Unit 4, my focus was mainly on how audiences emotionally respond to AI-generated visuals.
However, as my analysis deepened, a more intriguing question emerged:
When AI truly participates in creation, how does it change the designer’s way of thinking, creative rhythm, and emotional expression?
This shift encouraged me to move from analysing results to observing processes.
I began designing a new intervention experiment to compare AI-assisted and non-AI creative processes, aiming to understand the “human touch” within human–machine collaboration through observation and empathy.
2. Background & Purpose
In previous studies, I found that AI-generated visuals can significantly enhance efficiency and creative expansion,
but their lack of authenticity and emotional boundaries often weakens a brand’s trustworthiness and warmth.
This paradox of being “highly efficient but emotionally distant” represents one of the most subtle tensions in contemporary design practice involving AI.
Therefore, the core questions of this experiment are:
Does AI intervention in brand design and communication alter the creative process and the audience’s emotional perception of a brand?
Between “efficiency” and “empathy,” can we find a balanced boundary?
Through parallel observation of AI and non-AI creation,
I aim to explore how AI reshapes the designer’s thinking, speed, and emotional expression,
and how audiences emotionally respond to this transformation.
3. Participants
The experiment involves three types of participants:
- Traditional Designer (Non-AI Group)
A professional brand designer with substantial experience who has not yet integrated AI tools deeply into their workflow.
They will create manually using Photoshop or Illustrator, relying on personal intuition and conceptual thinking. - AI Designer (AI Group)
A creative practitioner proficient in using AI visual tools such as Midjourney, Runway, Stable Diffusion, or Adobe Firefly.
Their process will combine text-prompt generation, image synthesis, and post-editing. - Audience Group (10 participants)
Design students or individuals interested in AI and branding who will observe both designers’ creative processes in real time,
recording their emotional reactions and comments to capture differences in perception.
4. Process & Data Collection
Both designers will complete the same task under identical conditions:
“Create promotional materials for a handbag product.”
Creation Time: 30 minutes.
Afterwards, both designers will swap creative modes—the non-AI designer will try AI tools, while the AI designer will use traditional ones—
to observe adaptation, thought shifts, and attitude changes.
Location: Online or on-site (UAL studio / Zoom).
Outputs: Two visual works (posters or campaign visuals).
Data Recording Includes:
- Full-process video and screen recordings;
- Audience observation sheets documenting emotional changes and key reactions;
- Pre- and post-interviews with both designers about their thinking, emotions, and opinions on AI.
The focus of this research lies in process rather than outcome:
by analysing the designers’ tone, expressions, pauses, and creative flow,
I aim to capture subtle moments that represent the presence—or absence—of human warmth in design.
5. Research Aims & Analytical Framework
This experiment seeks to reveal how AI intervention reshapes the relationships between creative behaviour, emotional expression, and audience perception.
The study focuses on five key dimensions:
- Changes in Creative Methodology – Comparing AI and non-AI designers in creative speed, thinking patterns, and emotional investment.
- Audience Perception and Preference – Analysing emotional responses and levels of trust toward both creative processes and results.
- Tension Between Efficiency and Originality – Examining whether AI’s efficiency diminishes the depth or uniqueness of creation.
- Transformation of the Designer’s Role – Observing how AI influences decision-making, control, and the designer’s sense of authorship.
- Redefining Creativity – Discussing whether AI is reshaping our traditional understanding of “creativity,” “craftsmanship,” and “human expression.”
As a researcher, I will continually reflect on my own role:
while observing others’ creative acts, I am also learning how to perceive technology with emotion and empathy.
This intervention is not solely about AI; it is a study of how creativity itself is perceived, understood, and emotionally experienced.
6. Expected Outcomes
- Short Film – A comparative documentary presenting both creative processes and audience reactions, highlighting the dynamics between human and AI creation.
- Visual Report – A timeline-based report including interview quotes, emotional data visualisations (e.g., mood curves, keyword maps).
- Exhibition Installation – Transforming the observation process into an immersive video or installation, allowing audiences to experience being observed and evoke mutual empathy.
This experiment is not intended to validate a hypothesis,
but to visualise the emergence of emotion itself—
to reveal how, when humans and AI create together, warmth appears, fades, and re-forms.
7. Ethics & Emotional Care
All participants will participate voluntarily and sign informed consent forms.
All recordings will be used exclusively for educational and research purposes, never for commercial use.
Participants may withdraw at any stage, and their privacy will be strictly protected.
Recognising that creative work is a form of emotional labour,
this study is grounded in respect, transparency, and reciprocity,
maintaining emotional sensitivity throughout the research process.
8. Looking Forward
This intervention marks a new stage in my action research—
a shift from reflection toward observation and action.
Through this experiment, I hope not only to understand how AI transforms design processes,
but also to explore how humans sustain emotional connection and self-expression when co-creating with AI.
Keywords: AI Design, Human Warmth, Brand Communication, Creative Observation, AI–Human Co-Creation, Action Research
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