GENERATIVE AI IN GRAPHIC DESIGN: LOOKING TO THE FUTURE

Generative artificial intelligence (GenAI) is transforming graphic design, particularly in branding, by reshaping creative workflows and designer roles. This study explores the shift from automation to human – AI collaboration, where AI acts as a creative partner in concept development, layout optimization, and adaptive brand design. It highlights opportunities for efficiency, personalization, and innovation, alongside ethical challenges such as authorship and copyright. A practical example of AI-assisted branding demonstrates how tools like Adobe Firefly, Midjourney, and DALL·E support professional practice. Designers who develop AI literacy will be essential in leading this evolving, collaborative design landscape.