{"id":3234,"date":"2017-06-08T20:06:40","date_gmt":"2017-06-08T19:06:40","guid":{"rendered":"https:\/\/www.archibat.com\/blog\/?p=3234"},"modified":"2018-11-27T16:47:48","modified_gmt":"2018-11-27T15:47:48","slug":"technologie-service-design","status":"publish","type":"post","link":"https:\/\/archibat.com\/blog\/technologie-service-design\/","title":{"rendered":"La technologie au service du design"},"content":{"rendered":"<p>Nous entrons officiellement dans une nouvelle \u00e8re. L\u2019av\u00e8nement de l\u2019Intelligence Artificielle a sonn\u00e9.<\/p>\n<p>Nous avons d\u00e9j\u00e0 parl\u00e9 de cette agence de cr\u00e9ation publicitaire Singapourienne qui a d\u00e9cid\u00e9 de s\u2019octroyer les services d\u2019une IA en tant que directrice de cr\u00e9ation. Cette IA passe en revue sa base de donn\u00e9es publicitaires, \u00e9tant ainsi en mesure de d\u00e9celer les possibles plagiats mais surtout de comparer les travaux de \u00ab\u00a0ses\u00a0\u00bb \u00e9quipes de cr\u00e9atifs. L\u2019IA peut ainsi savoir si les propositions des concepteurs-r\u00e9dacteurs et autres directeurs artistiques rencontreront un succ\u00e8s face au public.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.archibat.com\/blog\/wp-content\/uploads\/2017\/06\/nutella-unica-packaging-design-products-_dezeen_2364_col_1.jpg\" alt=\"\" width=\"2364\" height=\"2364\" \/><\/p>\n<p>Cette technologie ne plait pas aux puristes mais ce n\u2019est pas pr\u00e8s de s\u2019arr\u00eater. Nutella en est l\u2019exemple. Un algorithme a cette fois-ci rev\u00eatu la casquette de designer pour proposer pas moins de 7\u2026Millions de design diff\u00e9rents pour les pots de la c\u00e9l\u00e8bre p\u00e2te \u00e0 tartiner.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.archibat.com\/blog\/wp-content\/uploads\/2017\/06\/nutella-unica-packaging-design-products-_dezeen_2364_col_2.jpg\" alt=\"\" width=\"2364\" height=\"2364\" \/><\/p>\n<p>Dans une base de donn\u00e9es comprenant juste une douzaine de motifs et de couleurs, l\u2019algorithme a \u00e9t\u00e9 en mesure de cr\u00e9er plus de 7 millions de pots uniques de par leur design. Bien entendu, ce tour de force est l\u2019oeuvre d\u2019une agence de publicit\u00e9, Ogilvy &amp; Mather Italia, qui a pour l\u2019occasion baptis\u00e9 cette campagne \u00ab\u00a0Nutella Unica\u00a0\u00bb<\/p>\n<p>Consid\u00e9r\u00e9es comme des oeuvres d\u2019art \u00e0 part enti\u00e8re au vu de leur unicit\u00e9, chacun de ces pots \u00e0 son propre code afin de pouvoir \u00eatre authentifi\u00e9 par de possibles collectionneurs.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.archibat.com\/blog\/wp-content\/uploads\/2017\/06\/nutella-unica-packaging-design-products-_dezeen_2364_col_3.jpg\" alt=\"\" width=\"2364\" height=\"2364\" \/><\/p>\n<p>En l\u2019espace d\u2019un mois, la totalit\u00e9 des 7 millions de pots se sont \u00e9coul\u00e9s. Comme quoi, cr\u00e9er ce sentiment d\u2019exclusivit\u00e9 a march\u00e9 pour la marque qui ainsi affiche des ventes records.<\/p>\n<p>Un coup de pub qui n\u00e9anmoins pose certaines questions, notamment sur la place du designer produit au sein d\u2019une \u00e9quipe de cr\u00e9atifs. On pourra convenir que ces motifs restent relativement simples, n\u00e9anmoins on note un gain de temps consid\u00e9rable et le r\u00e9sultat en terme de vente est tout \u00e0 fait significatif.<\/p>\n<p>Sommes-nous donc tous rempla\u00e7ables par des intelligences artificielles ? Ou bien devrions-nous nous en r\u00e9jouir car cela multipliera nos capacit\u00e9s cr\u00e9atives ?<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.archibat.com\/blog\/wp-content\/uploads\/2017\/06\/nutella-unica-packaging-design-products-_dezeen_2364_col_0.jpg\" alt=\"\" width=\"2364\" height=\"2364\" \/><\/p>\n<p>D\u00e9couvrez le case study en vid\u00e9o:<\/p>\n<div style=\"width: 1280px;\" class=\"wp-video\"><!--[if lt IE 9]><script>document.createElement('video');<\/script><![endif]-->\n<video class=\"wp-video-shortcode\" id=\"video-3234-1\" width=\"1280\" height=\"720\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/www.archibat.com\/blog\/wp-content\/uploads\/2017\/06\/Algorithm-designs-seven-million-different-jars-of-Nutella.mp4?_=1\" \/><a href=\"https:\/\/www.archibat.com\/blog\/wp-content\/uploads\/2017\/06\/Algorithm-designs-seven-million-different-jars-of-Nutella.mp4\">https:\/\/www.archibat.com\/blog\/wp-content\/uploads\/2017\/06\/Algorithm-designs-seven-million-different-jars-of-Nutella.mp4<\/a><\/video><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Nous entrons officiellement dans une nouvelle \u00e8re. L\u2019av\u00e8nement de l\u2019Intelligence Artificielle a sonn\u00e9. Nous avons d\u00e9j\u00e0 parl\u00e9 de cette agence de cr\u00e9ation publicitaire Singapourienne qui\u2026<\/p>\n","protected":false},"author":2,"featured_media":3241,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3],"tags":[1228,1643,1474,1312],"class_list":["post-3234","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-architecture-et-design","tag-design","tag-intelligence-artificielle","tag-productivite","tag-produit"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.8.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La technologie au service du design &#8211; ArchiBat Mag<\/title>\n<meta name=\"description\" content=\"D\u00e9sormais, la technologie permet d&#039;accomplir de nombreuses choses cr\u00e9atives. 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