Background: As the landscape of the fashion industry is challenged by the emergence of big data and high sustainability demands, efficient solutions for product innovation and development are required. Artificial Intelligence (AI) is generating organizational shifts in various industries, but the fashion industry is still very early in its adoption. AI shows abilities to facilitate the challenges of the industry, and its application in creative design and product development processes is estimated to hold potential. Problem: As the fashion industry is characterized by creativity and human ideation, there is a need to evaluate if AI is compatible with the values of the industry. Management’s attitudes are proven to influence the adoption of digital technologies, leaving implications to study the attitudes of professionals in design and product development towards AI as well. Further, it is relevant to understand the possibilities and limitations of utilizing generative AI in creative processes, to ensure a successful implementation. Purpose: This thesis aims to investigate the implementation of AI in creative ideation and product development within the fashion industry, particularly exploring the attitudes of fashion professionals toward the relationship between human ideation and AI to determine the industry’s current position. Method: This study utilized qualitative research design by conducting 10 semi-structured interviews with professionals working in the fields of fashion design, product development, and AI. Conclusion: The results show that AI is currently not implemented within fashion, among the interviewees. The study identified determinants, such as awareness, attitudes, data, knowledge, objectives, and competencies that influence the adoption of AI, in the early stages. The attitudes toward AI are an essential factor in the early stages of adoption.

The study aims to investigate user engagement in the Generated Artificial Intelligence (GAI) marketing content within social media marketing. The increasing prominence of GAI content has sparked diverse reactions, particularly concerning the safety of personalized content and individuals' awareness of their data being utilized for customization. The main goal of this research is to understand the impact of GAI on user engagement in social media marketing, focusing on the utilization of customer data and preferences on social media platforms. The research unfolds as an empirical exploration, employing a quantitative approach and a structured questionnaire. In conclusion, the research implications emphasize the significance of transparent communication, strategic content creation, and a nuanced understanding of the relationship between awareness, personalization, and consumer engagement in the context of AI-generated content. Marketers can leverage these insights to refine their strategies, enhance user experiences, and build trust in the era of AI-driven marketing.

The purpose of the study was to examine whether it was possible to discern any effect on the perception of the content of a copytext in terms of credibility and conviction, depending on whether the writer was ChatGPT or a human copywriter, and whether it was possible to discern any effect on the perception of the writer in terms of creativity and professionalism. To achieve the purpose of the study, the following questions were formulated: 1. How credible is an AI-generated text perceived compared to a text written by a human copywriter? 2. How convincing is an AI-generated text compared to a text written by a human copywriter? 3. How credible is ChatGPT compared to a human copywriter? 4. Is there a connection between the attitude towards AI and the perception of the content? The theoretical framework of the study consisted of theory and previous research regarding generative artificial intelligence (GAI), recommendations for writing a prompt, attitudes towards AI, the copywriting competence and recommendations for writing an effective copytext. The theoretical concepts of credibility and persuasion are two central concepts of the study that have been operationalised into competencies and recommended content as well as unique selling proposition (USP), call to action (CTA), rhetoric and storytelling. The results show that those who read the AI-generated copy text had a more positive perception of the content and the writer than those who read the human-written copy text. However, the results show that the creativity of the writer was perceived equally by both experimental groups. Overall, there were no statistically significant relationships between the perception of the content and the attitude towards AI. Based on the significance of the results and their mean values, the study's conclusions are that the text written by ChatGPT is perceived to be more credible in terms of competence and recommended content than the text written by the human copywriter and that the text written by ChatGPT is perceived to be more convincing in terms of USP, CTA, rhetoric and storytelling than the text written by the human copywriter. We can also conclude that ChatGPT is perceived to be more credible in terms of competence operationalised to professionalism, than the text written by the human copywriter, which, however, could be due to chance as the result was not statistically significant. The result of the study shows that ChatGPT threatens copywriting skills. However, it is not the AI tool itself that threaten the professional role, as it currently still requires human involvement. Instead, it is the competence in prompt engineering that threatens the profession, as this knowledge, according to the study, is crucial for achieving a credible and convincing AI-generated copytext. / Syftet med studien var att undersöka om det gick att urskilja någon effekt på upplevelsen av innehållet i en copytext i form av trovärdighet och övertygelse, beroende på om skribenten var ChatGPT eller en mänsklig copywriter, samt om det gick att urskilja någon effekt på upplevelsen av skribenten i form av kreativitet och professionalitet. För att uppnå studiens syfte formulerades följande frågeställningar: 1. Hur trovärdig upplevs en AI-genererad text jämfört med en text skriven av en mänsklig copywriter? 2. Hur övertygande upplevs en AI-genererad text jämfört med en text skriven av en mänsklig copywriter? 3. Hur trovärdig upplevs ChatGPT jämfört med en mänsklig copywriter? 4. Finns det ett samband mellan attityden till AI och upplevelsen av innehållet? Studiens teoretiska ramverk bestod av teori och tidigare forskning gällande generativ artificiell intelligens (GAI), rekommendationer för att skriva en prompt, attityder till AI, copywritingkompetensen och rekommendationer för att skriva en effektiv copytext. De teoretiska begreppen trovärdighet och övertygelse är två centrala begrepp för studien som har operationaliserats till kompetens och rekommenderat innehåll samt unique selling proposition (USP), call to action (CTA), retorik och historieberättande. Resultaten visar att de som fick läsa den AI-genererade copytexten hade en mer positiv upplevelse av innehållet och skribenten än de som fick läsa den mänskligt skrivna copytexten. Resultaten visar däremot att kreativiteten hos skribenten upplevdes lika hög av de båda experimentgrupperna. Det fanns överlag inga statistiskt signifikanta samband mellan upplevelsen av innehållet och attityden till AI. Utifrån resultatens signifikans och dess medelvärden landar studiens slutsatser i att texten skriven av ChatGPT upplevs vara mer trovärdig i form av kompetens och rekommenderat innehåll, än texten skriven av den mänskliga copywritern och att texten skriven av ChatGPT upplevs vara mer övertygande i form av USP, CTA, retorik samt historieberättande, än texten skriven av den mänskliga copywritern. Vi kan även konstatera att ChatGPT upplevs vara mer trovärdig i form av kompetens som operationaliserats till professionalitet, än texten skriven av den mänskliga copywritern, vilket däremot skulle kunna bero på slumpen då resultatet inte var statistiskt signifikant. Sammanfattningsvis kan vi utifrån studiens resultat dra slutsatsen att ChatGPT hotar copywritingkompetensen. Däremot är det inte AI-verktyget i sig som hotar yrkesrollen, då det i nuläget fortfarande kräver mänsklig involvering. Det är i stället kompetensen inom prompt engineering som hotar yrkesrollen, då denna kunskap enligt studien är avgörande för att åstadkomma en trovärdig och övertygande AI-genererad copytext.

This research thesis aims to explore the interplay between the recent introduction of generative artificial intelligence at work and professional role identity. As the public introduction of generative artificial intelligence shook up people’s lives in November 2022, we have reasons to think that an exploration of workers’ professional role identity regardinggenerative artificial intelligence is relevant. Due to the recent studies related to the massive introduction of artificial intelligence in the content creators’ field, we chose to explore how their role and their identity are evolving. Organizations face challenges in managing artificial intelligence systems and their impact on professional role identity, which, however, has received limited scholarly attention and is not well-understood yet. While prior research has studied various aspects related to artificial intelligence and has suggested that artificial intelligence can enhance productivity, efficiency, and prosperity, it has to a large extent neglected the influence of artificial intelligence on professional role identities. Therefore, this research aims to contribute to artificial intelligence literature by providing empirical insights into the evolution of work and identity.  To address the abovementioned gap, we build on previous research and conduct a qualitative study. We gathered important insights through interviews with several content creators, including photographers and designers from different countries, to discuss their experiences and elaborate a more comprehensive approach to the potential consequences of the introduction of generative artificial intelligence at work. Taking inspiration from a phenomenological approach, clarifications have been brought forward on the reasons exposed by content creators to introduce generative artificial intelligence in their work process and the consequences of such a choice. A broader perspective has been borrowed in order to question the legitimacy of clients and peers regarding the integration of generative artificial intelligence at work. More than adding a layer on the benefits of the introduction of generative artificial intelligence at work, our thesis sheds light on what we call “a dual motion” for workers’role identity, highlighting both interactions between generative artificial intelligence at work and professional role identity, challenging and enhancing each other. Additionally, this research explores manners content creators can enrich their work with generative artificial intelligence. This thesis gains perspective on this subject and aims to expose practical implications for workers to inform and broaden people’s minds about generative artificial intelligence.

Text-to-image generation is one of the most significant technological advancements in artificial intelligence (AI) during recent years, with the software Midjourney being amongst the most popular tools for this purpose. There is however some uncertainty about how tools like Midjourney will impact and integrate with creative professions, such as graphic design. To successfully integrate graphic designers with image-generating software, it is necessary for the tools to be designed according to the needs of their design process. This study, therefore, examines the requirements graphic designers have for Midjourney to be integrated into the idea generation phase of their design process. Requirements were gathered through interviews, which were then prioritized through surveys. A comprehensive list of requirements was formulated based on these findings. An analysis of the results was also conducted to analyze the prioritization of each individual requirement. The results highlight areas of improvement in Midjourney, with a focus on control and usability. The discussion explores factors that could have influenced the validity of the results, along with a reflection on the study's implementation. Finally, the conclusion of the study outlines the key improvements needed for Midjourney according to the results and suggests directions for future research within the research area.

This paper analyzes the current possible implementations and limitations of generative AI applications such as Chat-GPT, DALL-E, and Midjourney. The applications were used in a specific scenario to gauge whether it was able to effectively handle a potential request from a client, the scenario was to create a visual identity for a shoe company called WalkWise. The creations are then analyzed using Gestalt theories of perception and the machine-learning mechanisms that run these applications. To understand just how graphic designers may introduce these tools into their process, a process chart describing a typical graphic design process for a project has been created using data gathered from 8 professionals in the field who were interviewed. Using a thematic analysis, common occurring themes/activities were found and visualized in a process chart. The process was later analyzed using theories in process value analysis. Using all this information a conclusion was made that AI-generated art has several limitations that inhibit it from completely replacing human designers. These included: not understanding/generating vector graphics, not understanding objects in 3D space from less natural angles, often generating visual clichés, some potential copyright issues, and not being able to generate words. The implementation was therefore limited to a visual brainstorming tool which could aid graphic designers in quickly visualizing an idea or visualizing several different versions of one idea without having to sketch these differences, thereby making the idea-generating parts of the process more efficient.

This thesis addresses the intersection of reception history in biblical studies, Generative Artificial Intelligence (GAI) and phenomenology. Three images, from text prompts using different English translations of Mark 1:1–8 (KJV, NRSV and NIV) have been generated by GAI. In addition to the three translations, a more encompassing body of information, based on exegetical analysis, reception history and recent scholarly literature on John the Baptist and Mark 1, was also provided. Mark 1 is analyzed using narrative criticism with special focus on John the Baptist. Current research on the historical John is discussed, alongside interpretations of John from Late Ancient Christian Sources seen from a phenomenological perspective.  Traditionally, interpreting biblical art and text has assumed an artist portraying a narrative reading using methods such as visual exegesis. With GAI, this has changed moving the artist from the canvas to the text prompt. It puts the biblical text in a direct causal connection to the created image. Previously the artist had to decide when the image was finished but with GAI the decision is about which image to keep. The purpose of the image becomes a focal point. Images created with this modern technology can be relevant in at least two regards. First, they do represent a new type of biblical art. Second, the iterative process itself is a novel approach to studying and interacting with the Bible. Challenges exists, such as a bias towards Western/American cultural, sociological, and economical values. Data scientists and mathematicians are determining the probabilistic models without problematizing the content. Ethical questions in this field need to be addressed. GAI learning from AI-produced data – instead of human data – will likely become an issue, thus reinforcing existing biases and prejudices further.