A STUDY ON SONGKET MOTIFS, FAMILIARITY, PREFERENCES, AND THE POTENTIAL APPLICATION OF GENERATIVE AI TO CREATE INNOVATIVE CULTURAL PRODUCT DESIGNS

cultural products, product design, songket motifs. Designers should consider deep-rooted connotations and values when designing contemporary and innovative cultural products. The dominance of science-technology-related approachesshould not deprive us of the opportunity to preserve our cultural and traditional values.This paper, from an industrial design perspective, proposes the use of selected songket motifs in everyday product designs to preserve the national heritage.This paper aims to explore alternative applications of songket motifs and develop fresh approaches to improve their utilisation.Moreover, this paper provides enhanced deliberation on the familiarity of selective traditional songket motifs, preferences on motifs, and their potential application to everyday innovative design.215 Malaysians from various backgrounds participated in an online survey to validate the prospective uses of traditional songket motifs.The survey utilised 16 common traditional songket motifs that were restructured using Adobe Illustrator (Ai) CS5 and AI was used to propose and envisions the products embedded with songket motifs as idea development proposals.As a results, 59.4% of potential consumers agree that daily-use products should incorporate songket motifs, because of their global cultural aptitude.Furthermore, the adaptation of visual representations or the translation of motifs into Malay, given their various names, may influence the recognition of motifs in the findings.