Beyond Automation. AI's Role in Redefining Design Paradigms

AI’s ability to process vast data sets, predict trends, and develop innovative solutions makes it experienced and perceived beyond a simple tool, fostering changes in the design domain in both the theoretical framework and practical applications. This paper aims to explore the significant transformation within the design discipline, increasingly influenced by the integration of Artificial Intelligence (AI) in creative processes. 
The contribution critically examines the theoretical and methodological challenges brought by AI, particularly regarding generative content creation. Through the analysis of various aspects of AI integration in design – from how AI algorithms are influencing aesthetic choices to their role in automating and enhancing creative processes – the paper discusses the evolving role of the designer in an AI-integrated environment, contemplating the balance between human creativity and machine intelligence. This contribution aims to discuss AI as a transformative force that is redefining design processes, encouraging designers to embrace new creative challenges and opportunities in the AI era. Through this exploration, the paper aims to contribute to the broader discourse on the evolving relationship between technology and creative industries, particularly focusing on the dynamic interplay between AI and design.