Exploring the Role of Artificial Intelligence in Brand Image Creation

This study aims to compare the initial logo concepts generated by Artificial Intelligence (AI-based tools/ Generative AI) with those created by designers using traditional methods in brand graphic design. A survey involving 121 participants from various backgrounds was conducted to evaluate both manual and AI-created logos. A generalized linear model (GLM) assessed the relationship between variables and their statistical significance, alongside bivariate relationships analyzed through chi-square analysis. The results showed that design tools powered by artificial intelligence can generate designs that are conceptually and visually comparable to those created by human designers. The study's main limitation is its focus on the conceptualization phase rather than the final logos. These findings have implications for brand image graphic design, suggesting that organizations might integrate AI to enhance creative processes. The research highlights AI-based graphic design tools as valuable resources for corporate image development.