Ethical Design in the Generative AI Era

Implementation of AI solutions is unavoidable on the markets, where the combination of time deficits and the need for constant creation of new solutions is especially demanding, that is i.a. in creative industries. Like a lens, generative AI concentrates the majority of threats and possibilities, resulting from technological changes of the recent decade. Still, despite the constant media confusion, great number of viral content, guides, courses and codes, we have much work to do towards defining the rules and specifics of designers’ collaboration with AI, and the related ethical challenges. The AI development is ahead of legal regulations and stimulates changes, and the constant information overload does not encourage reflection on AI systems and their role in design. Becoming aware of the possibilities and limitations of generative AI, however, is the only way to its sustainable and ethical use. The first step will be to reflect on and understand the possibilities and changes AI carries in the area of creation, intellectual property, and narrowing the competency gap (the lack of competency in reference to a given human team). The second step will be the efficient identification of risks and indication of new areas of responsibility to designers, who would like to apply new technologies in their work. Keywords: design, ethics, artificial intelligence (AI), responsibility, designer’s role