Crear valor desde el diseño. La parte invisible del proceso creativo

Design is associated with the creative process that can address functional, aesthetic, symbolic, technological, formal, or usability issues—focusing on the intrinsic aspects of the object—as well as aspects that impact the broader context in social, economic, environmental, market-related, and process-related terms, among others. However, value creation is generally linked to the production of tangible or intangible goods that can be commercialized in their final state—once they are materialized and concrete. From a design perspective, value is understood as the result of a complex system nourished by multiple aspects, which can be influenced, manipulated, and enhanced throughout the process, beyond merely resolving the product itself. Just as value is a transversal element throughout all stages of a design proposal—enabling the identification of differential advantages through design intervention—AI emerges as a collaborator in the designer’s work from this perspective. This article aims to explore the application of AI in the invisible process where the value created by designers takes shape and its contributions to the systematization of knowledge.