Famous for his innovative work in the field of design and visual communication. He is known for his experimental and provocative approach to design, often utilizing elements of conceptual art and typography in a unique and distinctive manner.
Stefan Sagmeister has worked with a wide range of clients, including businesses, musicians, and cultural institutions.
We had the honor of asking Stefan Sagmeister for his thoughts on the present and future of generative A.I.
Do you see any challenges and opportunities in using artificial intelligence to explore new forms of artistic expression?
Oh yes! Right now it seems difficult to create a concept and then achieve the realization of that concept with AI for me. I either have to be more flexible about the outcome or AI needs to get better to follow prompts properly.
Likely both myself and AI need to improve in order to work together successfully.
The A.I. tools are rapidly changing the creation processes in communication design. Do you believe this situation could lead to a race among agencies and design studios to prove themselves more innovative and stand out, potentially creating an unproductive frenzy? Or do you see it as a driving force that could refresh creative proposals?
A race among designers for innovation would seem like a great development to me, frenzy be damned. In the past, many designers used technical innovations to prove that they can do things faster and cheaper, but sadly not necessarily better.
At the same time, AI represents such as enormous innovation step forward, that I have difficulties deciding where this is all going to go. My usual experts are split on this, so also of little help.​​​​​​​
With the increasing integration of AI technologies into creative workflows, what ethical considerations do you believe artists and designers should primarily take into account to maintain authenticity and responsibility in their work?
First, I believe the big AI companies have some ethical considerations: All profits coming from AI based programs should be taxed at a rate of 90%, as AI is based on the knowledge of everybody, so the bulk of the profits should be returned to everybody.
All work using AI should be clearly labeled as such, but this should be the law, not the choice of an individual designer. Individual artist and designers have to be honest and transparent about their process.
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