UK – Design studio Rare has created an AI system to speed up design development and provide intelligent and inspirational ideas for agencies.
The DAN concept, which stands for Data Analysis and Natural Language Process, aims to combine human creativity with the power of machine learning. It works as a three-stage process. Firstly, the system is fed relevant data sets according to the client or target audience. Once DAN has ‘learned’ this data, it will make suggestions based on search terms input into the system. For example, a search for the word ‘natural’ might result in words related to ‘organic’ or ‘pure’.
Drawing on these key words, the system also pulls suitable imagery, creating what Rare describes as ‘intelligent briefs’ for clients. ‘Our whole design studio’s ambition is to see [DAN] used by lots of other agencies and people in the creative world to help people get to more relevant and better design,’ says Jamie Hirst of Rare.
As we explore in our Fortitude in Failure listicle, brands are entering a new era of transparency in which they admit or share mishaps and failures, embracing the opportunities to learn and evolve.