Will AI subvert design? This design company actively embraces AI and the metaverse

Midjourney and other AI painting software represent a new wave of AI technology, which is having a disruptive impact on the entire design industry. How will Rococo Design Group, which started out as an industrial design company, seek changes?

Recently, LKK Rococo Innovation Design Group (hereinafter referred to as Rococo) held the 2023 Imagination Conference in Shanghai. Jia Wei, chairman of LKK Rococo Innovation Design Group, reviewed his nearly 20 years of entrepreneurial experience and sorted out the next three development paths of Rococo Group. The first is Rococo, which focuses on the main design business and vigorously develops vertical industry design consulting. For business, the second is the Luoke platform, which uses digitalization to connect designers around the world to realize the digitization of design processes, design marketing, design delivery and other processes; the third is Jellyfish Intelligence, which uses large, medium and small models to drive digital feeding and realize intelligent design. In addition, Jia Wei will exhibit his personal design works with the theme of "Metaverse" at Shanghai Powerlong Art Museum from July 14th to October 6th, including NFT, AI paintings and other works.

LKK Rococo Innovation Design Group Chairman Jia Wei

"From PGC to UGC to the emergence of AIGC, I think 80% of creations in the future will come from AI," Jia Wei said, "Human beings are beginning to move from the imagination of creation to the imagination of the spirit. I studied industrial design. , creating things every day. All the industrial civilization we see today is creating things, but what is needed more in the future is spiritual diversity."

In fact, in the past three years, the design industry has repeatedly experienced the impact of the wave of artificial intelligence. How to combine it with AI technology has also been a topic that the industry has been thinking about for a long time. According to Li Yichao, president of Rococo Innovation Design Group, if we want to break through the current situation through AI, the first thing that needs to be broken through is the design itself. Continuously attacking itself is how a company pursues progress and survives. ”

Li Yichao, President of LKK Rococo Innovation Design Group

Li Yichao believes that from the launch of the Luoke platform to the establishment of Jellyfish Intelligent Company, these explorations are allowing Luoke to gradually develop from a professional design-driven company to a company with data and technology. "The core of our AI design is not to chase a certain technology or a certain trend. According to Lao Jia's words, it is to work hard and work hard. The core of our definition is that technology can be learned, but there is one thing we must abide by. Yes, you must make it commercially usable, not just for performance. Only by being commercially usable can you truly feel the value of business, only then can you truly have customers giving you a sense of urgency, and only then can you truly drive this technology to develop on the right path. This is We have always been adhering to research at the data and AI levels."

According to reports, as early as 2019, Jellyfish Intelligence, a subsidiary of Rococo, launched the AI ​​painting tool "Centacle AI" and ushered in the first wave of "playing" AI creations among young users born in the 2000s and 10s through QQ. Currently, Tentacle AI It has millions of users on the QQ channel. In November 2022, with the help of Douyin's popular topic Chushou AI, it ushered in an explosion of 40 million traffic. Its engineers maintained day and night to withstand the pressure on the server and stabilized the influx of the second wave of mass users. So far, the mobile version of Chushou AI has been used by millions of users and has generated over 100 million works.

Jellyfish Intelligence Founder & CEO Miao Zang

“In March this year, the popularity of ChatGPT caused many people’s anxiety. Under the publicity of many self-media bloggers, designers’ anxiety about unemployment quickly spread to fifth- and sixth-tier cities. Our office was divided into two There are two camps, one camp is very anxious to absorb new information, and the other camp is that AI cannot replace designers. AI will definitely be finished in front of the industry, but what we can see is that anxiety is really spreading rapidly." Founder of Jellyfish Intelligence Ren & CEO Miao Zang said that during this period, Jellyfish Intelligence ushered in a new wave of AIGC users, that is, the designer group. Faced with the influx of professional users, Chushou AI Professional Edition has launched internal testing and will officially open beta testing in early June. It is reported that the Professional Edition supports model uploading, training and calling, and provides generative tools and several plug-in capabilities, hoping to create a shared An open creative ecosystem.

"If the first wave of users are the post-05 and post-10 generations of Q Frequency, and the second wave of users are the post-00s generation of Douyin, today our Zhushou Professional Edition is facing all kinds of designers, and their usage scenarios are The demand for brand design, product design, architectural design, etc. is huge. From the time we launched the internal beta to the limited public beta, the number of users has increased 20 times," said Miao Zang, founder and CEO of Jellyfish Intelligence.

In Miao Zang’s view, no matter what kind of technology it is, it will ultimately face the needs of the industry and the torture of actual industry combat. What kind of value can it achieve? Take the cooperation between Jellyfish Intelligence and Chinese Online as an example. It is reported that the two parties have jointly created a product that converts 100 novels into comics based on AIGC technology cooperation. "We use AIGC technology to define characters, select models, train characters, create key scenes, and mobilize all users on the AIGC platform to jointly create storyboards. These users are very young, There are high school students, junior high school students and elementary school students. They have mastered how to control AI, and finally realized the co-creation of the AIGC of the comic group together with the platform." Miao Zang said that in the future, there will be more co-creation between humans and AI, and the industry will change. New tools are needed, but talent is the foundation behind the tools. AIGC has restructured creator talent standards. The design industry needs to actively embrace AIGC to make the distance between technology and industry shorter and shorter.

Nandu reporter Ma Ningning from Shanghai

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