GenAI a ‘source of early inspiration’ says Audi designer

As a studio engineer prior to his current role at Audi, Daniele Sirigatti knows how designers work — and what makes them tick.

For the last few years now he and his team have been building their experience in Generative AI, or GenAI for short, applying it early on in the design process to find new sources of inspiration. Here he tells Ultima Media’s chief content officer, Christopher Ludwig, about the opportunities ahead and why the team was “ahead of the hype” when it came to AI.

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