In the era of globalization, digitalization and rapid development of intelligence, brand innovation has become a key factor in the sustainable development of enterprises. Whether it is product design, packaging innovation, marketing strategy or business model, domestic and foreign brands are constantly exploring and iterating to adapt to market demand and consumer preference changes. Sino-German Department of Branding has organized a series of lectures on "International Brand Innovation", inviting branding experts and scholars from the industry and academia to share the latest trends, methods and cases of international brand innovation, so as to inspire teachers and students to think innovatively and improve the level of branding discipline construction.
On the evening of November 29th, SGFB invited Peter Kabel to give a lecture on "International Brand Innovation".Development in Generative Artificial Intelligence". The lecture was hosted by Zhang Yiping, Director of Sino-German Branding.
Peter Kabel, Professor and PhD supervisor at the University of Applied Sciences in Hamburg, Germany, founded companies such as Kabel New Media, Trendburo, Büro Hamburg, etc. He was a member of the Board of Directors of Jungvon Matt, Germany's largest advertising agency, from 2004 to 2007.Prof. Kabel's main areas of research are Interaction Design and Service Design. He has extensive experience in digital branding, digital marketing, product and service design, and company incubation, and has participated in and implemented various types of innovation programs such as Design Thinking, Design Hackathons, Peer Learning, Physical Computing for Designers, and Rapid Prototyping. His main research revolves around the development of artificial intelligence in the creative industries sector, with in-depth studies on the impact of natural language processing and speech AI on human-computer interfaces.
01
The difference between human and AI idea generation
At the beginning of the lecture, Peter Kabel pointed out that AI, as a powerful tool, improves the level of human production and life, and we should be in awe of the changes brought by AI, and utilize AI reasonably to bring greater convenience to human beings.
Speaking about the difference between humans and AI in generating ideas, Peter Kabel said that people's creative process usually goes through the steps of researching, getting inspiration images, and using them. AI, however, goes through three relatively short stages of input, creation, and output with human manipulation and definition.Compared to AI, humans can intuitively understand the social context, customer needs, etc., and are more creative and social.These are capabilities that AI cannot match or replace.
02
The evolution of generative AI
Peter Kabel introduced that AI was a recommendation system in the initial stage, and with the development of computer vision, AI gradually extended some cognitive functions. Developed to the present day, theAI becomes an intelligent system that understands, generates, and analyzes the content of images, and is constantly being upgraded and updated. For example, generative AI can analyze the painting Mona Lisa and, based on the analyzed data, add to the lower half of the Mona Lisa and its surroundings.
03
Generative AI tools and generation processes
Peter Kabel showed two different types of generative AI tools and generation processes.The first category is AI tools that are easy to use and reach a wide audience, such as the Luminar NEO;The second category is AI tools that are difficult to start with and relatively free to controlWhen people use these AI tools, they can follow a prescribed pattern of sending compiled linguistic instructions to the system, which in turn retrieves and generates relevant images.
04
The relationship between humans and generative AI
Peter Kabel argues that humans are extremely emotional and more likely to perceive social environments and contexts than AIs; AIs may also have associated misperceptions. For example, generating geographical discrimination, etc. Therefore, human beings need to treat AI as an auxiliary extension tool for empowerment and technology.AI always serves and progresses with humans.
05
question and answer session
During the Q&A session, teachers and students were asked to give their opinions on theApplications of Generative AI, Copyright Controversy in Generative AI, Challenges in AI Development and Relationship with HumansPeter Kabel asked questions to Peter Kabel, who patiently answered them one by one with specific cases, and emphasized that, in the context of the rapid development of intelligentWe need to accurately use different AI tools to generate the content we need by controlling the training AI, refining the corresponding design to meet the corresponding specific needs, and to realize the value of generative AI development.
At the end of the lecture, Director Zhang Yiping concluded, "We are in the context of the era of intelligence, digitization and globalization, witnessing revolutionary changes in history, which is of extraordinary significance. We should try to seize this opportunity, cherish the cross-cultural learning environment provided by Sino-German Branding School for Sino-German students, and keep enriching our life experiences and experiences to get in touch with and comprehend different cultures, which will help us express our needs to AI more accurately. I believe we will all become stronger in the age of AI."
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