Rethinking Design Originality in the Age of Generative AI : Boundaries Between Reproduction and Creation

This study examines how the proliferation of digital reproduction and generative artificial intelligence reshapes the concept of originality in design. Building on Walter Benjamin’s notion of aura and Jean Baudrillard’s theory of simulacra, the analysis highlights the coexistence of reproduction and creation within a field of tension rather than opposition. Case studies of Midjourneyand Stable Diffusiondemonstrate how data-driven image generation blurs the boundaries between imitation and originality. Consequently, originality is redefined as a relational and distributed creativity that emerges through the intersection of data, algorithms, and socio-cultural contexts. Furthermore, the study argues for the restructuring of legal and ethical frameworks as well as the innovation of design literacy education. These insights provide practical guidance that extends beyond technological adaptation to encompass creators, institutions, and pedagogy as a whole.