In this article:

•The rise of automation in design and the shift toward generative, procedural, and interactive methodologies.

•How generative AI has propelled automation into the mainstream creative industry.

•The changing role of designers, evolving from creators to curators of automated creative processes.

•The paradigm shift from focusing on physical forms to designing ecosystems of interaction.

•The transformative potential of spatial computing, generative AI, and the metaverse in immersive and interactive design.

•Challenges and opportunities in redefining design methodologies beyond traditional Design Thinking.

•The empowerment of creativity through automation and its implications for accessibility and innovation.

•Ethical and social considerations in ensuring automation enriches rather than standardizes creative design.

•The future of design as a balance of critical thinking, innovation, and responsibility in an era of creative automation.

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This is nothing new. Some of us, myself included, have been doing it for decades, but this time it’s different. Now that generative AI has entered the game with full force, automation has gone mainstream in the creative field. Suddenly, talking about “form” feels so outdated. The new sexy is “designing ecosystems of interaction.”

Generative Artificial Intelligence seems to have shaken the world of creative design—that part of the process that bridges ideation and substance—bringing about a paradigm shift that goes beyond tools and technologies. It touches the very role and identity of designers.

It seems that the era of creative automation is transforming designers from soloists into conductors, opening a landscape full of new opportunities but also unprecedented challenges.

From Creators to Curators: A Change Not Without Irony

Design, once considered the epitome of personal creation, is undergoing a transformation into something more akin to curation. With automation platforms generating an overwhelming number of creative options, the designer’s task is shifting: it’s now more about choosing, refining, and reinterpreting than creating from scratch. In this new role, designers lead technology-driven creative processes while keeping a keen eye on the overarching vision. In short: without philosophy, a designer is no longer a designer.

The Importance of Interactions

With generative AI stepping into the spotlight, design is shifting its focus from form to interactions. This marks a paradigm shift in the concept of design: no longer centered on creating physical objects but on envisioning ecosystems of interaction that enrich human experience. Creative automation tools blend automation and inventiveness, expanding the designer’s horizon toward crafting intuitive, meaningful, and ethically responsible interactions.

In this context, the potential of “perfect simulations” enabled by spatial computing and AI, combined with the social component of the metaverse—no longer confined to the digital realm but seamlessly merging real and virtual—opens new frontiers for immersive and interactive experience design that transcends the physical world.

Toward a New Methodology: Evolving Beyond Design Thinking

The transition from design as an act of creation to one of curation suggests the need to evolve existing methodologies, such as Design Thinking, toward something better suited for this new context. While Design Thinking has emphasized the importance of iterative approaches, the future seems to demand a model that integrates the selection and curation of automatically generated solutions, addressing the complexity AI introduces to the creative process.

Creative Empowerment through Automation: An Opportunity with Reservations

Automation is expanding creative possibilities beyond traditional design boundaries, making the design process more accessible and enabling a broader range of people to contribute to innovation. This openness invites critical reflection on the ethical and social implications of design in an era dominated by automation. It is crucial to maintain a critical mindset to ensure that innovation does not lead to the standardization of ideas but instead enriches the world of design with fresh perspectives and possibilities.

Conclusions: Navigating with Awareness

As we explore new frontiers of design in the age of creative automation, we face fundamental questions about our profession and our impact on the world. This moment represents a unique opportunity to redefine the designer’s role, expand our creative impact, and contribute to a future where technology amplifies our capacity to innovate.

The challenge for us as designers is to embrace this change with intelligence, responsibility, and a critical approach, to collectively build the future we aspire to.