O design na era dos algoritmos: construção de cenários a partir do Design Estratégico utilizando Inteligência Artificial

Abstract

At the same speed at which digital tools are shaping the way people live, communicate and work, they are generating great changes, constituting the driving forces of digital transformation phenomena (FITZGERALD, et al., 2013), and thus, the problems faced in the social, cultural and organizational spheres become increasingly complex. In this sense, the practice of building scenarios through Design is particularly fruitful because the elaborated scenarios seek to predict possible futures and are part of the organizations' need to transform or create innovative, original and differentiated strategies (DESERTI, 2007). These scenarios seek to develop interpretations through strong and weak signals, which are derived from the observation of the evolution of explicit behaviours in culture, markets and technologies, to name a few. By focusing on these aspects, Contextual Research, a fundamental meta-project stage of the scenario building process, one is faced with a large amount of data to be considered. In this context, this research aims to put forward a device to automate procedures for the construction of Strategic Design scenarios through Contextual Research, proposing the inclusion of Artificial Intelligence as an instrument to capture and analyse data sources in an agile and accurate way. Therefore, bibliographic tracking is presented in order to locate the relevance of the subject in the fields of Design, Strategic Design, Scenario Construction, Metaproject, Digital Transformation, Big Data and Artificial Intelligence, along with their derivations. Due to the fact that the study is of an empirical basis, the nonquantifiable characteristics of its research object and experimental action, we chose to use Design Science Research, spread over four phases: 1. Conception and calibration, both of the system and of the collection instrument; 2. Effective incorporation of Artificial Intelligence in the developed digital artifact, as well as adjustments to the collection instrument; 3. Carrying out of the research proposal evaluation workshops and 4. Analysis of the collected data. In short, through this study, it is possible to verify that Artificial Intelligence, through the digital artifact developed, signals, with each new advance, its potential to complement the designer's attributions in generative stages, improving its capacity to store, process and synthesize data at speeds and quantities unimaginable for any individual. This fact offers the greatest repertoire to develop and complement projects, as well as opening up paving the way for Designers to be able to lead and execute activities with greater strategic relevance.