In this interview, Patrik talks about his experience as a freelance generative designer in the international agency industry. He explains how his projects are created, why artificial intelligence is not a threat to designers, and why he believes that anyone who wants to remain competitive in branding and design in the future should know the principles of generative design.

Whether online or offline, today’s media landscape is one thing above all: loud. More and more messages are reaching us through more and more channels, fighting for the scarcest commodity on the advertising market: our attention. To survive in this shark tank, it’s no longer enough for a brand to simply project its image and message to the outside world. It’s about leaving a lasting impression. One way to achieve this goal is through the use of generative design.

Why do good stories matter? The many years I have worked as a creative director and designer have proven one thing to me again and again: the basis of effective, targeted communication is always a good story. That’s why I decided to introduce my students to generative design and AI not through theory and programming, but through storytelling. Learn why good stories matter and how generative design can be the key to unlock effective, targeted communication in an oversaturated market.