MARCH 2024
DMI:ADMC
Conference
to be presented in
AUG 2024
NAVIGATING ARTIFICIAL INTELLIGENCE DISTRUPTION
Protect Artist Work and Build Resilience in GenAI Driven Landscape - with focus on Visual Artist Community
UX Research Brand Strategy
Generative UX Research | Market Research | Brand Strategy
Helping Visual Artists navigate AI-driven creative landscape.
TEAM
Individual Capstone Project
ROLE
UX Researcher, Market Researcher, Brand Strategist
TOOLS
Miro Board, Zoom Meeting, Canva, Atlas.ti, Photoshop, Microsoft Excel
TIMELINE
10 weeks
RESEARCH METHODS
Desk Research, User Interview, Cultural Probe, Survey, Usability Test
BACKGROUND
Generative AI is quickly changing how creative work is made and shared, especially in the visual arts. While these tools offer new opportunities, they also raise serious concerns for artists—like how to use AI ethically, how it might affect their creative voice, and how to protect their IP rights. Many visual artists are navigating these changes through scattered resources. This project explores how artists are adapting to these shifts, what challenges and opportunities they face, and how to support them with tools, resources, and guidance to thrive—while the technology continues to evolve.
RESEARCH GOAL
To explore how visual artists are adapting to the rise of AI technologies, identify the challenges and opportunities they face, and uncover the types of support, resources, and interventions that can empower them to successfully navigate and thrive in an AI-driven creative landscape.
OBJECTIVES
To develop a sustainable, income-generating business that serves as a one-stop solution for visual artists seeking to integrate and leverage generative AI technologies. The product and services offered must remain agile, evolving consistently alongside technological advancements to maintain relevance and provide ongoing value to users.
RESEARCH QUESTIONS
1
2
3
General Inquiry: How are visual artists adapting their creative practices in response to AI-driven tools and technologies?
Challenges and Opportunities: What barriers, concerns and opportunities do visual artists encounter when engaging with AI tools?
Innovation Potential: What forms of guidance, education, or support do visual artists need to effectively navigate an AI-driven landscape?
TIMELINE
Week 1
DISCOVER
DEFINE
DEVELOP
DELIVER
Understanding Problem space
Research planning & Implementation
Week 2 & 3
Week 4
Data analysis and Insights
Week 5
Market Research
Week 6
Ideation, Prototyping & Usability Test
Week 7 & 8
Branding
Week 8 & 9
Business Strategy
Week 9 & 10
Final Presentation
DESK RESEARCH
5
CULTURAL PROBE
66
SURVEYS
DATA ANALYSIS
12
USER INTERVIEWS
2
USABILITY TEST
RESEARCH IMPLEMENTATION
Remote and On-site Data Collection
PARTICIPANT CRITERIA
Three key artist groups impacted by AI disruption:
Graduating Visual Arts Students
Facing reduced entry-level
roles as AI tools replace
junior creatives.
Senior Artists
Looking to adapt and stay relevant by integrating new technologies into their practice.
Freelance Artists
Affected by unethical scraping of their work for AI training; seeking fair, ethical platforms.
RECRUITMENT STRATEGY
-
Graduating Visual Arts Students – Engaged SCAD illustration majors through WhatsApp groups and in-person tabling to collect surveys and insights. Scheduled follow-up interviews with interested participants via email.
-
Senior Artists – Reached out to established professionals on LinkedIn and arranged interviews through email and Calendly to explore how they are adapting to emerging technologies.
-
Freelance Artists – Connected with independent artists through personal networks and by visiting local farmers markets and artist exhibits. Conducted cultural probes and in-depth interviews to understand their experiences and challenges.
DESK RESEARCH - KEY TAKEAWAYS
-
Continuous Tech Evolution: Generative AI technology has a long history and evolves rapidly through frequent updates, requiring AI-integrated products to adapt continuously.
-
Rising Demand for Skills: With the widespread adoption of AI, there is a growing demand for skill-based workshops to help individuals stay relevant.
-
Artist Vulnerability: The structure of AI technology can expose artists to risks, making it essential for the creative community to adopt cautious and informed approaches.
Survey Results
80%
think GenAI enhances creativity
60%
are familiar with GenAI tools
75%
think there are ethical issues with use of
GenAI
**Survey was conducted in February 2023. 95% of 66+ respondents were visual arts students from Savannah College of Art and Design, United States.
Qualitative Data Analysis
Creative Journey Map
The onset of technology has led to many changes in the core creative process of an artist. To leverage this technology effectively, it is vital to understand the updated journey map to identify stages where GenAI can assist artists while considering ethical implications.
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"
The developers must remove unauthorized and make safety agreements with the artist first.
Graphic Designer, 28
"
...you download that image (AI Generated). You take it to Photoshop or whatever and then you put your own spin on it.
Lead Concept Artist
"
I don't know why they are creating AI, how it works and what will they do with it!
Illustrator, 22
How-Might-We
The developed product aims to address the following three insights:
1 How might we help artists understand how Generative AI backend works?
2 How might we protect artists' work from unethical scraping for machine learning?
3 How might we create ethical Generative AI-integrated artist workflow?
Opportunity Matrix
The matrix translates design principles into more tangible solutions for further developing concepts.
Design Criteria
Insights
What-if-Statement
Design Opportunities
Integrated Workflow
We need to have a clear understanding of when and where is it ethical to use GenAI in the creative process. We should know what it can and cannot be used for
What if there was clear understanding of ethical ways of using GenAI in the artist workflow.
There is an opportunity to create new workflow for the artists in context of GenAI.
Technology Awareness
I don't know why Generative AI was created, how it works and why is it such a big deal.
What is there was a better understanding of the technology, its sociology and economics.
There is an opportunity to create awareness about how Generative AI backend works in context of image generation
Safeguarding Artwork
Artists should have the option to not participate in machine training. If they do not give consent, their artwork should be taken out of the training model. AI-generated art should also acknowledge the sources it used during the creation process. Artists whose work is used for training should be paid based on negotiation.
What if there was awareness about the available strategies to safeguarding their artwork.
There is an opportunity to empower artists with tools and strategies to safeguard their art work from unethical scraping.
Design Principles
Guiding design principles for product innovation, derived from user data.
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Concept Development
Business Goals
Easy to Iterate
Consistent Revenue Generation
Community building
Design Proposal
Four Module Workshop Series aimed to help professional artists and students integrate Generative AI in their Workflow.
Workshops delivered virtually and on-site in the following format:
Method: Presentation, Discussion, Co-creation
Duration: 1 Hour per module
Fees: $59 per module
Deliverables
The final deliverable comprises a structured workshop series designed for artists and professionals to facilitate the seamless integration of GenAI technology into individual workflows.
Technology Awareness
Empowering artists with a clear understanding of Generative AI technology to enhance their comfort and ability to leverage the technology effectively.
Integrated Workflow
Understanding GenAI use cases within artist workflows with a focus on ethical considerations.
Safeguarding Artwork
Learning about updated copyright laws, tools, and strategies to protect artwork from unethical scraping.
Integrated Workflow
A co-creation workshop designed to assist individual artists in integrating technology into their workflow in a manner that aligns with their ethical principles.
Frameworks used for co-creation
1. Creative Journey Map
2. Jobs-to-be-done
Service Impact
Learnings
The project facilitated the development of a deeper understanding of the technology. Key learnings included:
1. Individual Project Leadership: I gained experience in independently planning and executing a research project.
2. Wearing Multiple Hats: Throughout the 10-week project, I fulfilled roles as a researcher, designer, and strategist, adapting to different demands and responsibilities.
3. Approach to Solving Ongoing Problems: I learned to navigate the evolving nature of the problem space, understanding the need for continuous adaptation of the product alongside advancing technology to effectively address ongoing challenges.
Appendix
Interviews List
Codes
GANT Chart
More Projects
