THE USE OF GENERATIVE AI TO OVERCOME CREATIVE BLOCKS A CASE STUDY ON THE SPEED OF VISUAL CONCEPT DEVELOPMENT AMONG VISUAL COMMUNICATION DESIGN STUDENTS AT BUDI LUHUR UNIVERSITY
Keywords:
Generative AI, Creative Block, Visual Conceptualization Speed, Visual Communication Design, Prompt Engineering, Design Ideation, Mixed-MethodAbstract
Students of Visual Communication Design (VCD) frequently experience creative block, which hinders the ideation and visual conceptualization process, particularly during the early stages of design development. This study aims to measure the effectiveness of Generative AI in accelerating the acquisition of visual concepts and mitigating creative block among VCD students at Universitas Budi Luhur. The research employs a mixed-method approach with an explanatory sequential design, involving 24 active students from semesters 2 to 8 selected through purposive sampling. Data collection was conducted through Likert-scale questionnaires, time-tracking experiments, observations, and in-depth interviews. The experimental results show that the average time required to generate visual concepts using conventional methods is 86.13 minutes, whereas with Generative AI it decreases to 40.54 minutes, resulting in a time efficiency of 52.93%. Additionally, 66.7% of respondents reported experiencing creative block, and 90% of them confirmed that visual stimuli generated by AI helped them overcome ideation barriers more quickly. These findings indicate that Generative AI functions effectively as a creative partner that accelerates the ideation phase without replacing the designer’s curatorial role. The study recommends the structured integration of Generative AI into the VCD curriculum as an ethical and productive ideation support tool
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