Branding AI

El proyecto propone el desarrollo de una metodología llamada Branding AI; que fusiona herramientas de inteligencia artificial en procesos de conceptualización en branding.

Autores:
Herrera Guzmán, Sophia
Tipo de recurso:
Trabajo de grado de pregrado
Fecha de publicación:
2023
Institución:
Universidad de los Andes
Repositorio:
Séneca: repositorio Uniandes
Idioma:
spa
OAI Identifier:
oai:repositorio.uniandes.edu.co:1992/73968
Acceso en línea:
https://hdl.handle.net/1992/73968
Palabra clave:
Branding
Inteligencia Artificial
Framework
Metodología
Marca
Diseño de Marca
Investigación
Innovación
Diseño
Rights
openAccess
License
Attribution-NonCommercial-NoDerivatives 4.0 International
id UNIANDES2_498cfcc37484551229dbb9afdcdf8950
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repository_id_str
dc.title.none.fl_str_mv Branding AI
title Branding AI
spellingShingle Branding AI
Branding
Inteligencia Artificial
Framework
Metodología
Marca
Diseño de Marca
Investigación
Innovación
Diseño
title_short Branding AI
title_full Branding AI
title_fullStr Branding AI
title_full_unstemmed Branding AI
title_sort Branding AI
dc.creator.fl_str_mv Herrera Guzmán, Sophia
dc.contributor.advisor.none.fl_str_mv Durango Londoño, Sebastián
dc.contributor.author.none.fl_str_mv Herrera Guzmán, Sophia
dc.contributor.jury.none.fl_str_mv Amaya Torres, Andrés Felipe
Osorio, Felipe
dc.subject.keyword.none.fl_str_mv Branding
Inteligencia Artificial
Framework
Metodología
Marca
Diseño de Marca
Investigación
Innovación
topic Branding
Inteligencia Artificial
Framework
Metodología
Marca
Diseño de Marca
Investigación
Innovación
Diseño
dc.subject.themes.none.fl_str_mv Diseño
description El proyecto propone el desarrollo de una metodología llamada Branding AI; que fusiona herramientas de inteligencia artificial en procesos de conceptualización en branding.
publishDate 2023
dc.date.issued.none.fl_str_mv 2023-12-13
dc.date.accessioned.none.fl_str_mv 2024-02-12T14:08:10Z
dc.date.available.none.fl_str_mv 2024-02-12T14:08:10Z
dc.type.none.fl_str_mv Trabajo de grado - Pregrado
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dc.relation.references.none.fl_str_mv AI Artists. (2023). Wayne McGregor. AI Artists. https://aiartists.org/wayne-mcgregor
- Asana Team Group. (2022). The Project Management Triangle. Asana. https://asana.com/es/resources/project-management-triangle
- Dave Ebbelaar. (2023, August 4). How I’d Learn AI in 2023 (if I could start over) [Video]. YouTube. https://www.youtube.com/watch?v=h2FDq3agImI&t=183s
- Dina, R. (2023, April 12). Influence of AI on Branding. LinkedIn. https://www.linkedin.com/pulse/influence-ai-branding-roberta-dina/
- Drucker, P. [Mis propias finanzas]. (2022, September 19). Cómo Ser Más Eficaz | El Ejecutor Eficaz de Peter Drucker [Video]. YouTube. https://www.youtube.com/watch?v=7lLYQeJ7pr4&t=691s
- Dutt, D. (2023, July 21). Amanda Talbot on the creation of the world’s first heart-led AI designer. https://www.stirworld.com/inspire-people-amanda-talbot-on-the-creation-of-the-world-s-first-heart-led-ai-designer
- Figma. (2023, June23). AI and the future of design: Designing with AI - Noah L, Jordan S, Andrew P, Vincent van der Meule (Config 2023) [Video]. YouTube. https://www.youtube.com/watch?v=bslH4Mv1ZHA&t=831s
- Figma & Adobe. (2023, June23). AI and empowering creative careers - Scott Belsky, Brooke Hopper (Config 2023) [Video]. YouTube. https://www.youtube.com/watch?v=BJPrRpmeFfE
- Figma. (2023, June 25). Designing with AI: building the flagship GPT-4 language product - Edwin B, Megan B (Config 2023) [Video]. YouTube. https://www.youtube.com/watch?v=zqUi3p-o8wU
- Figma. (2023, June 25). Emerging thoughts on AI assisted design - Jane Davis, Kathryn Gonzalez (Config 2023) [Video]. YouTube. https://www.youtube.com/watch?v=R4qkrx8GKq0
- Forbes Communications Council. (2023, June 8). Leveraging AI in Brand and Communications: Key Considerations. Forbes. https://www.forbes.com/sites/forbescommunicationscouncil/2023/06/08/leveraging-ai-in-brand-and-communications-key-considerations/?sh=238c926b4b65
-- Jeremy Mura. (2023, January 20). Can CHATGPT Create a Brand from Scratch? [Video]. YouTube. https://www.youtube.com/watch?v=HlLmIs5D7Ko
- - Johnson, Michael. Branding: In Five and a Half Steps. Thames & Hudson, 2016.
- Keller, Kevin Lane. (2012). Strategic Brand Management: Building, Measuring, and Managing Brand Equity.
- Lalaounis, S. T. (2020). Strategic brand management and development: Creating and marketing successful brands. Routledge.
- Learn with Shopify. (2023, May 8). 10 AI Tools To Run Your Business from A to Z [Video]. YouTube. https://www.youtube.com/watch?v=BYpJQ0pYBVE
- Malinic, R. (2019). Book of Branding: A guide to creating brand identity for startups and beyond Brand Nu LTDA.
- Meta. (2021, October 28). The Metaverse and How We’ll Build It Together -- Connect 2021 [Video]. YouTube. https://www.youtube.com/watch?v=Uvufun6xer8
- Neumeier, M. (2015). The Brand Flip: Why customers now run companies and how to profit from it (Voices That Matter). Pearson Education (US).
- Neumeier, M. (2000). The Brand Gap: How to Bridge the Distance Between Business Strategy and Design. Peachpit Press.
- Nicoletti, L. (2023). The Challenge of Bias in Generative AI. Bloomberg. https://www.bloomberg.com/graphics/2023-generative-ai-bias/
- Offert, F. (2019). The Past, Present, and Future of AI Art. The Gradient. https://thegradient.pub/the-past-present-and-future-of-ai-art/
- Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value Proposition Design. Wiley: New York, NY.
- Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation. Wiley: New Jersey.
- Philip VanDusen. (2023, April 18). AI vs. Graphic Designers - The Battle for Creative Jobs [Video]. YouTube. https://www.youtube.com/watch?v=JNoCyrGe-bU
- Philip VanDusen. (2022, December 20). 15 Graphic Design Trends for 2023 [Video]. YouTube. https://www.youtube.com/watch?v=ZMWwwgEYjek
- Philip VanDusen. (2023, July 18). Power Tips for Graphic Designers in 2023 - Survive in a Saturated Market [Video]. YouTube. https://www.youtube.com/watch?v=0M8tYjsvFPA
- Riger, K. (2014). Design a Business Strategy. B2D toolkit, design thinking for small business. San Francisco, CA.
- Simplilearn. (2019, April 30). What Is AI? | Artificial Intelligence | What is Artificial Intelligence? | AI In 5 Mins |Simplilearn [Video]. YouTube. https://www.youtube.com/watch?v=ad79nYk2keg
- Statista. (Bergur Thormundsson,)(Oct 6, 2023) Artificial Intelligence: Market Size & Share Worldwide. Statista. https://www.statista.com/statistics/1365145/artificial-intelligence-market-size/
- TED-ed. (2021, March 11). How does artificial intelligence learn? - Briana Brownell[Video]. YouTube. https://www.youtube.com/watch?v=0yCJMt9Mx9c
- TED talks. (2019, January 30). Can an Artificial Mind See the Man in the Moon? | Briana Brownell | TEDxCalgary [Video]. YouTube. https://www.youtube.com/watch?v=_qE8JDyDidY
- TED talks. (2011, January 13). Simon Sinek: Como los grandes líderes inspiran la acción [Video]. YouTube. https://www.youtube.com/watch?v=7HvYUlH4mkA
- The Economist. (2022, November 24). How will businesses use the Metaverse?[Video]. YouTube. https://www.youtube.com/watch?v=LEgHRAQ1HmE
- Ventures, K. [Khosla Ventures]. (2019, August 1st). 2019 The Brand Flip, Marty Neumeier Director of CEO, Branding Liquid Agency [Video]. YouTube. https://www.youtube.com/watch?v=f3lUtGR-71A
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spelling Durango Londoño, SebastiánHerrera Guzmán, SophiaAmaya Torres, Andrés FelipeOsorio, Felipe2024-02-12T14:08:10Z2024-02-12T14:08:10Z2023-12-13https://hdl.handle.net/1992/73968instname:Universidad de los Andesreponame:Repositorio Institucional Sénecarepourl:https://repositorio.uniandes.edu.co/El proyecto propone el desarrollo de una metodología llamada Branding AI; que fusiona herramientas de inteligencia artificial en procesos de conceptualización en branding.Este proyecto de grado, "Branding AI", surge en un contexto donde la inteligencia artificial (IA) se presenta como una herramienta transformadora en el ámbito creativo. La investigación se centra en explorar cómo integrar la IA de manera efectiva en procesos de branding para generar valor y rentabilidad para las marcas, manteniendo la esencia de la creatividad humana. La metodología multidisciplinaria, inspirada en los modelos "Design a Business Strategy" de Kristen Riger y "Business Model Canvas" de Alexander Osterwalder, se basa en fases de investigación secundaria, primaria y pruebas de diseño con IA. Los hallazgos destacan la importancia de un enfoque estratégico, la personalización y el papel crucial de la creatividad humana en la etapa final del diseño. Como resultado, se propone Branding AI, una metodología que fusiona herramientas de IA en procesos de conceptualización en branding, presentando un modelo de lenguaje y un canvas de trabajo basados en aprendizajes de creativos y empresas líderes en IA, como el "Design a Business Strategy" de Riger y el "Business Model Canvas" de Osterwalder. Este proyecto busca no solo comprender y utilizar adecuadamente la IA, sino también innovar en procesos y destacar la intervención humana como un elemento distintivo en el diseño de marcas, preparándose para un futuro donde la adaptación y la integración estratégica de la IA son esenciales en un mundo en constante cambio.DiseñadorPregrado100 páginas en 2 volúmenesapplication/pdfspaUniversidad de los AndesDiseñoFacultad de Arquitectura y DiseñoDepartamento de DiseñoAttribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2Branding AITrabajo de grado - Pregradoinfo:eu-repo/semantics/bachelorThesisinfo:eu-repo/semantics/acceptedVersionhttp://purl.org/coar/resource_type/c_7a1fTexthttp://purl.org/redcol/resource_type/TPBrandingInteligencia ArtificialFrameworkMetodologíaMarcaDiseño de MarcaInvestigaciónInnovaciónDiseñoAI Artists. (2023). Wayne McGregor. AI Artists. https://aiartists.org/wayne-mcgregor- Asana Team Group. (2022). The Project Management Triangle. Asana. https://asana.com/es/resources/project-management-triangle- Dave Ebbelaar. (2023, August 4). How I’d Learn AI in 2023 (if I could start over) [Video]. YouTube. https://www.youtube.com/watch?v=h2FDq3agImI&t=183s- Dina, R. (2023, April 12). Influence of AI on Branding. LinkedIn. https://www.linkedin.com/pulse/influence-ai-branding-roberta-dina/- Drucker, P. [Mis propias finanzas]. (2022, September 19). Cómo Ser Más Eficaz | El Ejecutor Eficaz de Peter Drucker [Video]. YouTube. https://www.youtube.com/watch?v=7lLYQeJ7pr4&t=691s- Dutt, D. (2023, July 21). Amanda Talbot on the creation of the world’s first heart-led AI designer. https://www.stirworld.com/inspire-people-amanda-talbot-on-the-creation-of-the-world-s-first-heart-led-ai-designer- Figma. (2023, June23). AI and the future of design: Designing with AI - Noah L, Jordan S, Andrew P, Vincent van der Meule (Config 2023) [Video]. YouTube. https://www.youtube.com/watch?v=bslH4Mv1ZHA&t=831s- Figma & Adobe. (2023, June23). AI and empowering creative careers - Scott Belsky, Brooke Hopper (Config 2023) [Video]. YouTube. https://www.youtube.com/watch?v=BJPrRpmeFfE- Figma. (2023, June 25). Designing with AI: building the flagship GPT-4 language product - Edwin B, Megan B (Config 2023) [Video]. YouTube. https://www.youtube.com/watch?v=zqUi3p-o8wU- Figma. (2023, June 25). Emerging thoughts on AI assisted design - Jane Davis, Kathryn Gonzalez (Config 2023) [Video]. YouTube. https://www.youtube.com/watch?v=R4qkrx8GKq0- Forbes Communications Council. (2023, June 8). Leveraging AI in Brand and Communications: Key Considerations. Forbes. https://www.forbes.com/sites/forbescommunicationscouncil/2023/06/08/leveraging-ai-in-brand-and-communications-key-considerations/?sh=238c926b4b65-- Jeremy Mura. (2023, January 20). Can CHATGPT Create a Brand from Scratch? [Video]. YouTube. https://www.youtube.com/watch?v=HlLmIs5D7Ko- - Johnson, Michael. Branding: In Five and a Half Steps. Thames & Hudson, 2016.- Keller, Kevin Lane. (2012). Strategic Brand Management: Building, Measuring, and Managing Brand Equity.- Lalaounis, S. T. (2020). Strategic brand management and development: Creating and marketing successful brands. Routledge.- Learn with Shopify. (2023, May 8). 10 AI Tools To Run Your Business from A to Z [Video]. YouTube. https://www.youtube.com/watch?v=BYpJQ0pYBVE- Malinic, R. (2019). Book of Branding: A guide to creating brand identity for startups and beyond Brand Nu LTDA.- Meta. (2021, October 28). The Metaverse and How We’ll Build It Together -- Connect 2021 [Video]. YouTube. https://www.youtube.com/watch?v=Uvufun6xer8- Neumeier, M. (2015). The Brand Flip: Why customers now run companies and how to profit from it (Voices That Matter). Pearson Education (US).- Neumeier, M. (2000). The Brand Gap: How to Bridge the Distance Between Business Strategy and Design. Peachpit Press.- Nicoletti, L. (2023). The Challenge of Bias in Generative AI. Bloomberg. https://www.bloomberg.com/graphics/2023-generative-ai-bias/- Offert, F. (2019). The Past, Present, and Future of AI Art. The Gradient. https://thegradient.pub/the-past-present-and-future-of-ai-art/- Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value Proposition Design. Wiley: New York, NY.- Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation. Wiley: New Jersey.- Philip VanDusen. (2023, April 18). AI vs. Graphic Designers - The Battle for Creative Jobs [Video]. YouTube. https://www.youtube.com/watch?v=JNoCyrGe-bU- Philip VanDusen. (2022, December 20). 15 Graphic Design Trends for 2023 [Video]. YouTube. https://www.youtube.com/watch?v=ZMWwwgEYjek- Philip VanDusen. (2023, July 18). Power Tips for Graphic Designers in 2023 - Survive in a Saturated Market [Video]. YouTube. https://www.youtube.com/watch?v=0M8tYjsvFPA- Riger, K. (2014). Design a Business Strategy. B2D toolkit, design thinking for small business. San Francisco, CA.- Simplilearn. (2019, April 30). What Is AI? | Artificial Intelligence | What is Artificial Intelligence? | AI In 5 Mins |Simplilearn [Video]. YouTube. https://www.youtube.com/watch?v=ad79nYk2keg- Statista. (Bergur Thormundsson,)(Oct 6, 2023) Artificial Intelligence: Market Size & Share Worldwide. Statista. https://www.statista.com/statistics/1365145/artificial-intelligence-market-size/- TED-ed. (2021, March 11). How does artificial intelligence learn? - Briana Brownell[Video]. YouTube. https://www.youtube.com/watch?v=0yCJMt9Mx9c- TED talks. (2019, January 30). Can an Artificial Mind See the Man in the Moon? | Briana Brownell | TEDxCalgary [Video]. YouTube. https://www.youtube.com/watch?v=_qE8JDyDidY- TED talks. (2011, January 13). Simon Sinek: Como los grandes líderes inspiran la acción [Video]. YouTube. https://www.youtube.com/watch?v=7HvYUlH4mkA- The Economist. (2022, November 24). How will businesses use the Metaverse?[Video]. YouTube. https://www.youtube.com/watch?v=LEgHRAQ1HmE- Ventures, K. [Khosla Ventures]. (2019, August 1st). 2019 The Brand Flip, Marty Neumeier Director of CEO, Branding Liquid Agency [Video]. 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