Innovative Graphic Design for Websites: Combining Artificial Intelligence and Parametric Design

Abstract The innovative technologies are used to provide the latest approach to creating graphic design projects. The aim of the study is to determine the impact of artificial intelligence (AI) and parametric design on innovative graphic design. The aim was achieved by employing SWOT analysis, Thurstone Scale, calculations of eligibility criterion, influence coefficient, root mean square error (RMSE). The research established that creating a website requires taking into account important parameters of graphic design. The set parameters are colour range (τ=1.18), texture (τ=1.15), geometric shapes (τ=1.21), abstract drawings (τ=1.20), visual communications (τ=0.90). The authors found that Designs.ai (2.5) and Adobe Sensei (2.23) may be the most effective AI applications for creating graphic design on a website. The applications have advantages because they facilitate the creation of individual design projects and are characterized by the possibility of using various innovative tools. The SWOT analysis established that the combination of AI and parametric design has a positive effect on the creation of graphic content for the website. The positive impact is associated primarily with the use of an automated approach (21%), the creation of individualized content (22%). The practical significance of the research consists in choosing the most favourable AI technologies for creating graphic design for the website. Research prospects may be identifying approaches to creating graphic design for a website and developing visual learning material.