Data-driven Design and Evaluation with Generative AI and Human Collaboration : Korean kimbap package for the U.S. market

With the rapid emergence of AI technology, exciting new research opportunities have opened, exploring its application in design. This study investigates the use of ChatGPT’s use during the initial design phase using, an interactive AI tool that incorporates DALL-E, an image generation plugin, and Data Analysis, a data analysis plugin. The project focuses on designing a Korean kimbap package for the U.S. market, employing generative AI to conduct market research, generate ideas, compile a list of requirements, and develop a design prototype aligned with these requirements. The resulting prototypes were evaluated by a panel of experts against the predefined requirements. Among the 100 prototypes generated, 48 met the requirements, while 52 did not. Remarkably, the entire process was completed in just two days, demonstrating the efficiency of using ChatGPT in the initial design phase. The study highlights the collaborative dynamic between ChatGPT and human designers, encompassing stages such as opportunity discovery, idea generation, requirement formulation, conceptual design, and prototyping. It also underscores the importance of strategic thinking and evaluative skills for designers to effectively collaborate with AI in the design process.