文章基本信息

标题：Human Experts Outperform Technology in Creative Markets
本地全文：下载
作者：Evan Weingarten ; Michael W. Meyer ; Amit Ashkenazi 等
期刊名称：She Ji: The Journal of Design, Economics, and Innovation
印刷版ISSN：2405-8726
出版年度：2020
卷号：6
期号：3
页码：301-330
DOI：10.1016/j.sheji.2020.07.004
语种：English
出版社：Elsevier
摘要：AbstractTechnological advances have enabled machines to displace humans both in physical tasks and in higher-skilled fields that require extensive knowledge or training. Recently, there has been an outpour contending that advances in artificial intelligence mean technology can outperform human creative experts. We explore whether artificial intelligence outperforms humans in domains that depend upon the spark of creativity. Two logo design studies and seven evaluation studies explore the performance of human designers as compared to artificial intelligence logo makers. Relative to logos produced through artificial intelligence, those created by expert humans are judged to be of higher quality. This advantage to expert humans is tied to their logos being more expressive and differentiated than the artificial intelligence logos. Finally, we discuss boundary conditions of these results.Highlights•We compare artificial intelligence logos against those produced by human designers.•Seven studies illustrate that on average, logos designed by expert human designers receive better ratings.•Logos designed by humans outrank AI logos in their aesthetics, uniqueness, and ability to convey industry image.•However, artificial intelligence logos may suffice when there is a clear design vision.
关键词：Artificial intelligence;Logos;Humans versus technology