Rieß , HenrikSchroeder, SüheylaKrištof RevilákBerlin International University of Applied Sciences2024-01-152025-11-282025-11-282023https://repository.berlin-international.de/handle/123456789/734AI-GENERATED ABSTRACT: Abstract: The rapid advancements in Artificial Intelligence (AI) and Deep Learning (DL) have paved the way for the emergence of large language models (LLMs) and generative foundational AI models (GFMs). These technologies have profound implications for various industries, including the field of brand design. This thesis aims to explore the influence of GFMs on the brand design process, particularly focusing on text and image modalities. The study employs a multi-pronged research approach that includes a review of the latest technological advancements, case studies of branding projects that utilize GFMs, and interviews with brand designers. Given the fast-paced nature of this field and the limited scholarly publications available, this thesis also leverages theories and experiences from human interaction with earlier generative AI systems to provide context and understanding. Keywords: Artificial Intelligence, Deep Learning, Large Language Models, Generative Foundational AI Models, Brand Design, Text Modality, Image Modality, Creative Process, Human Interaction, Technology InfluenceMACHINE-GENERATED CONTENTS NOTE: Table of Contents 1. Introduction 1.1. Scope 1.2. Methodology 2. Theoretical and Technical Background of Generative Ai Systems 2.1. Creativity 2.2. Identifying Creativity 2.3. Markov Chains and Machine Learning 2.4. Deep Learning in Focus: the Case of Alphago 2.5. Ml Models in the Arts 2.6. Foundational Models 2.6.1. Text-to-image 2.6.1.1. Usage 2.6.2. Llms 2.6.3. Discussion 2.6.4. Issues 2.7. Conclusion 3. the Role of Gfms in the Brand Design Process 3.1. Definition 3.2. Design Initiation 3.3. Design Ideation 3.4. Finalization 3.5. Conclusion 4. Bachelor Design Project 5. Conclusion 6. References 6.1. Image SourcesengBrand DesignCreative ProcessDeep LearningGenerative Foundational Ai ModelsImage ModalityLarge Language ModelsTechnology InfluenceText ModalityArtificial IntelligenceThesis