การปรับตัวของสตูดิโอออกแบบกราฟิกต่อการเข้ามาของเทคโนโลยี Generative AI

Nathakorn Ourairat; Jakapan  Suraprasert; Kirati  Srisuchat; Stephanie  Pailin Thiel

Authors

Nathakorn Ourairat Faculty of Fine and Applied Arts, Dhurakij Pundit University
Jakapan Suraprasert Faculty of Fine and Applied Arts, Dhurakij Pundit University
Kirati Srisuchat Faculty of Fine and Applied Arts, Dhurakij Pundit University
Stephanie Pailin Thiel Faculty of Fine and Applied Arts, Dhurakij Pundit University

Keywords:

Generative AI, Graphic Design, Creative Industry, Organizational Adaptation

Abstract

The rapid development of Generative Artificial Intelligence (Generative AI) has significantly influenced various creative industries, particularly graphic design. This technology enables the generation of visual content through machine learning models, allowing designers to explore new creative possibilities and accelerate the design process. This study aims to investigate how graphic design studios adapt to the integration of Generative AI in their professional practices.

This research employed a qualitative research approach by collecting data through open-ended questionnaires developed based on semi-structured interview guidelines from 30 key informants, including graphic designers, creative directors, and executives working in advertising agencies and graphic design studios in Thailand. The participants were selected using purposive sampling, focusing on individuals with experience related to the use of Generative AI tools in the design process.

The findings indicate that Generative AI is increasingly used as a supportive tool in several stages of the design process, particularly in idea generation, visual exploration, and rapid prototyping. Many design studios reported that AI technologies help reduce production time and expand creative experimentation. However, most participants emphasized that Generative AI cannot fully replace human designers because creative interpretation, contextual understanding, and client communication remain essential aspects of design work. Furthermore, design studios are adapting by developing new digital competencies, integrating AI tools into their workflows, and redefining the role of designers in the creative process.

The study highlights that the integration of Generative AI is reshaping the professional landscape of graphic design while maintaining the importance of human creativity. The findings provide insights into how creative organizations adapt to emerging technologies in the evolving digital economy.

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