Asian Paints Draws on Generative AI for ColourNext 2024

Beautiful Homes (BH): How did you get interested in integrating technology into the creative process?

Aditi Kedia (AK): I’ve always been fascinated by technology’s potential to enhance design processes, not just for image generation but as a new dimension to my design thinking. I first explored AI tools in July 2022, when its ability to generate clear images was still in its infancy. Yet, the rapid advancements in the technology over have been phenomenal. I used AI on a large scale for the first time with ColourNext 2024.

BH: What were the parameters of using AI for ColourNext?

AK: My role at ColourNext went beyond traditional design; I was also part of the material forecasting team. Trend forecasting often requires going beyond existing references, so we began experimenting with AI during the ideation phase. The AI tools became invaluable in this process, helping us materialise our vision and the aesthetic, and communicate it effectively. This AI-integrated approach also allowed me to explore its potential in design and styling.

BH: How did you go about generating images using AI?

AK: We used a combination of different AI technologies, including Midjourney. The process involved carefully crafting prompts based on the trend keywords we had identified. We started by pinning down the story and aesthetic we wanted to convey, using colour schemes and material mood boards as our foundation. AI then became the tool to express what we had in mind, allowing us to bring our ideas to life in a way that was both precise and imaginative.

BH: Did you get the result needed on the first attempt? Was there a trend that was harder to generate images for over others?

AK: The path to the final images was far from straightforward—it involved hundreds of iterations. We were constantly refining the prompts and experimenting with AI to achieve the exact visualisation we wanted. It was an extremely intensive process, and a testament to the power of persistence and conviction in AI’s potential as a tool for creative exploration. As far as trends go, pinning down the aesthetic for Indofuturism was the toughest, as there were a lot of details we were dealing with.

BH: Do you think a background in design is necessary to get the best out of AI?

AK: My design background allowed me to use AI not just as a tool for generating ideas, but as a collaborative partner in executing my vision. I think this synergy between design sensibility and AI technology sets apart the use of AI in creative processes, allowing for an outcome that is both innovative and deeply rooted in design principles. It has underscored my belief in AI as a complementary tool for designers to visualise and refine our ideas in unprecedented ways.

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