ARTIFICIAL INTELLIGENCE IN THE CREATION OF GRAPHIC PROJECTS IN MODERN DESIGN

Abstract

The article explores the role of artificial intelligence in modern graphic design and defines the significance of the human factor in the creative process. The main trends in the application of generative algorithms and digital platforms, including DALL-E, Midjourney, Stable Diffusion, Grok, Adobe Firefly, Canva Magic Studio, and Figma AI, are analyzed. These tools facilitate the automation of illustration, collage, and typographic design, enhancing efficiency, variability, and technical accuracy in graphic projects. It is emphasized that despite the growing capabilities of automated systems, humans continue to play a key role in shaping the concept, meaning, and aesthetics of design projects. Artificial intelligence is considered not as an autonomous creator but as a supportive tool operating within predefined parameters and is incapable of independent creative exploration or artistic thinking. Special attention is given to ethical challenges associated with the use of artificial intelligence in visual design, including issues of authorship, algorithmic transparency, and the risk of visual homogenization. The prospects of personalized generative systems that support individual style and authorial visual language of graphic designers are outlined. It has been concluded that the future of graphic design is linked to a model of human-technology collaboration, in which artificial intelligence acts as a partner in the creative process, combining the analytical capabilities of algorithmic systems with human artistic sensitivity and intuition.