The Role and Controversy of Artificial Intelligence Technology in Packaging Design and Illustration

Abstract

In the current digital era, Artificial Intelligence (AI) has played an increasingly influential role in the realm of design, be it packaging design or illustration. These developments bring new opportunities and challenges for designers. In its application, AI can speed up the production process and create diverse designs, however, there are growing concerns regarding the copyright of works produced with the help of AI. This controversy can also be seen in movements on social media, such as the hash tag "#tolakgambarAI" which became a trending topic in Indonesia, where designers and illustrators expressed their concerns. This study explores the various views and debates surrounding the use of AI in design, using critical discourse analysis presented by Norman Fairclough. This method involves three steps, namely, text analysis to see the use of language in AI discourse, analysis of the text production and consumption process in a social context, and how this discourse has an impact on society. The results show that although the use of AI can increase productivity, it also brings problems regarding the loss of human roles as well as legal challenges in copyright. Thus, a balanced approach is needed to ensure that this technological innovation can support the sustainability of creativity and design practice in the future.