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Authors:
Katerina Vavatsi
Paul Heß
Stephan Böhm
Keywords: Human-AI Collaboration (HAIC); Creative Workflows, Logo Design; Generative Artificial Intelligence (GenAI); Technology Acceptance Model (TAM); Task-Technology Fit (TTF).
Abstract:
Creative workflows are increasingly shaped by Generative AI (GenAI) tools supporting the ideation and design process. This is also relevant for brand design. Here, tools like DALL-E 3 (Deep Artificial Language Learning for Embedding - Version 3) enable designers to generate visual logo ideas from textual prompts, offering new levels of speed and inspiration. However, it is unclear to what extent such tools are accepted and perceived as efficient by designers. This study investigates Human-AI collaboration (HAIC) in the ideation phase of logo design by applying a research approach based on the Technology Acceptance Model (TAM) and the Task Technology Fit model (TTF). A quantitative empirical study was conducted to analyze how perceived ease of use, usefulness, and task-technology fit influence the acceptance and efficiency of using the text-to-image GenAI tool DALL-E 3. The data of this study was collected through an online survey among students and professionals in the field of design in Germany. The results confirm that task fit and usability significantly impact the acceptance of the GenAI tool DALL-E 3, while task alignment contributes to increased efficiency in creative workflows.
Pages: 75 to 82
Copyright: Copyright (c) IARIA, 2025
Publication date: July 6, 2025
Published in: conference
ISBN: 978-1-68558-330-9
Location: Venice, Italy
Dates: from July 6, 2025 to July 10, 2025