What a Bicycle Frame Experiment Revealed About the Limits of AI in Design. AI is quickly becoming an important tool in our product designer’s toolkit — from accelerating concept generation to simulating lighting, materials, and finishes in near real-time. But as with any tool, understanding its limitations is just as important as embracing its capabilities.
As designers, we pride ourselves on creativity, innovation, and problem-solving. But, there’s a silent force that often stands in our way—bias. It’s usually unconscious, but when we’re deeply embedded in a company’s culture, products, and processes, we inevitably develop blind spots that hinder our ability to maintain a fresh perspective and think outside the box.
At G&B, one of the most common questions we hear today is: Do you use AI? The answer is a resounding yes! As curious designers, we love exploring new design tools—often in their early stages—and AI is no exception.
Marketing and innovation are not inherently at odds, but the pressures and practices associated with traditional marketing can stifle the creative processes essential for true innovation. By recognizing and addressing these challenges, companies can create an environment where both marketing and innovation thrive, leading to sustained success and groundbreaking advancements.
Marketing and innovation are not inherently at odds, but the pressures and practices associated with traditional marketing can stifle the creative processes essential for true innovation. By recognizing and addressing these challenges, companies can create an environment where both marketing and innovation thrive, leading to sustained success and groundbreaking advancements.
Concept studies are a widely used tool in automotive design but often underestimated in other design disciplines because they are sometimes seen as preliminary or theoretical, rather than practical or actionable. At Groen & Boothman we have been involved in several advanced design projects which resulted in concept studies that push the limits of design and technology. We think more industries should do concept studies because they are a very useful tool which pays itself back for several reasons.