AI技術發展對傳統數位媒體設計的影響：以AIGC圖像生成技術為例

The Impact of AI Technology Development on Traditional Digital Media Design: Taking AIGC Image Generation Technology as an Example

當前AI技術的快速發展對各大產業皆帶來顯著衝擊，設計產業亦不例外。多數企業已開始運用AI進行文宣與廣告素材的製作，以取代傳統人工繪製流程，進而造成部分設計人力被裁撤的情況。甚至在部分遊戲公司與廣告公司中，設計師被要求具備或學習運用AI工具以輔助圖像生成與製作的相關技能。此現象反映出企業為因應AI技術發展趨勢，進而採取降低成本並提升效率的營運策略。多數企業目前所使用的AI繪圖技術，多為免費或非正式授權的版本，因此所產出的圖像或文宣內容，即使未受過專業設計或美術訓練的人，也往往能一眼辨識為AI生成。此外，現行相關法規亦規定，若為AIGC產出，應明確標示於廣告或文宣中。此一現象也引發我們進一步思考：AI是否真能全面取代人類在設計領域的專業角色與創造力？本研究旨在探討大眾對於AIGC圖像的看法與其所引發的社會現象之思考。研究方法主要採用李克特五點量表進行問卷調查，並輔以相關文獻之探討與分析，以深入了解受測者對AIGC應用於圖像設計的態度與認知。研究結果顯示，多數受訪者雖肯定AI技術在提升生產效率上的潛力，然亦普遍對AI可能造成職業被取代、產業結構變動等問題表示擔憂。本研究期望藉此提供未來在AI與設計整合應用上之政策建議與產業參考依據。

The rapid advancement of artificial intelligence (AI) technologies has significantly impacted various industries, including the field of design. Many companies have begun incorporating AI into producing promotional and advertising materials, replacing traditional manual illustration processes. As a result, some design-related positions have been downsized. In certain gaming and advertising firms, designers are now expected to possess or acquire the ability to utilize AI tools for image generation and content production. This trend reflects a strategic shift by companies aiming to reduce costs and enhance efficiency through AI integration. Most AI-generated images companies use are produced using free or unofficially licensed tools. Consequently, the visual outputs often exhibit stylistic features that allow individuals without formal design or art training to readily identify them as AI-generated. Furthermore, existing regulations stipulate that AI-generated content (AIGC) must be clearly labeled in advertisements and promotional materials. These developments prompt further inquiry into whether AI can truly replace human expertise and creativity in design. This study explores public perceptions of AIGC and the broader societal implications of its use in visual content creation. A mixed-method approach was adopted, primarily employing a questionnaire based on a five-point Likert scale to assess respondents’attitudes and perceptions toward AI-generated imagery in design. In addition, a literature review was conducted to contextualize the findings and provide deeper insight into the ongoing discourse surrounding AIGC. The research findings indicate that while most participants recognize AI’s potential to improve production efficiency, there is widespread concern regarding its possible impact on job displacement and structural changes within the design industry. This study offers a foundation for future policy recommendations and strategic guidance regarding integrating AI into design practices.