Machine Learning: The impact of technology on design

This article first appeared in Sleeper Magazine written by, Ewald Damen, Creative Director at Virgile + Partners

“I hope that artificial intelligence doesn’t replace my job,” laughs Ewald Damen, Creative Director of London-based design studio Virgile + Partners, as we sit down to discuss the impact the technology is having on designers. Despite being a buzzword across several industries in recent years, AI throws up as many questions as it does answers; figuring out the software’s place in the design world will be complex, but the benefits are evident. From streamlining the concept stage to offering personalised design solutions, Damen highlights how AI can be a tool for good, so long as the technology co-creates alongside humans rather than replacing them.

Analogue vs Algorithm

Like many, Damen began his career using analogue techniques, often cutting out ideas from magazines and hand-sketching his concepts before refining them with CAD software. Today, he describes that process as “shorter but more in-depth”, with significant energy spent on understanding the client’s vision as well as the locality of a project. “The way we work has changed,” says Damen. “The web allows us to cipher through hundreds of images, with algorithms filtering results based on our preferences. That access aids the research stage.”Thanks to AI-powered design tools like Planner5d and InteriorAI, designers can also generate ideas and layouts based on a set of inputs – such as room size, style choices and budget. Some even enable

clients to test furniture, paint colours and finishes in a virtual space, while InteriorAI can modify a 2D image into 16 pre-selected aesthetics from biophilic to Baroque. “There’s a wider shift yet to come in hospitality,” Damen forecasts, pointing out how AI can help to determine the fundamentals of a project. In the hotel sector for instance, the technology could be used for

cost calculations and minimise risk by conducting full 3D co-ordinations of new or existing structures – saving both time and money for clients.

Helping hand

While AI will undoubtedly have an impact on interior design going forward, Damen stresses the importance of striking a balance between man and machine. “My fear is that if AI is taken too far, we’re in danger of losing design integrity,” he reveals. “The software has its place within the design process, but for us to rely on it would be a scary prospect. There’s often a team bouncing ideas off

each other, and to lose that would be a disaster.” Like Virgile + Partners, many studios are therefore employing AI to automate certain parts of the design process, freeing up time for their teams to focus on creative tasks like how guests will experience a space. “Today’s traveller is far more aware, thanks in part to the algorithms embedded in social media platforms,” says Damen. “Instagram paints the perfect picture of any environment, and that has influenced how customers engage with hotels. They must now ensure that the experience lives up to the image portrayed online, and our job is to help brands achieve that.”

Powering personalisation

Tapping into his retail expertise, Damen believes that the evolution of AI will help hotels to create

more personalised experiences for their guests, with the technology providing learnings about individual customers in order to generate a profile pre-arrival. “The digital element of retail today is more subtle, focusing on personal devices and omnichannel commerce, and that is trickling through to hospitality via booking methods and personalised services.” This level of customisation will almost certainly feed into the design of hotels, with AI systems potentially recommending room types based on a guest’s previous choices or personal style. For designers like Damen, this will mean embracing the technology to produce more tailored solutions, while placing the human touch at the heart of the creative process. “AI is evolving in front of our eyes,” he concludes. “While its future application remains unclear, we must appreciate its capabilities.”