The AI system that helps designers “fail faster”




Great to be featured in Design Week discussing how we are Augmenting Creativity and speeding up the brand design process in order to "fail faster"

Design studio Rare has developed a piece of “augmented creativity” software that builds “intelligent” briefs for clients.

London-based design studio Rare has created an AI system that aims to speed up the design development process as well as providing unexpected “tensions”.

Rare’s James Hirst tells Design Week: “We do a lot of innovation and concept development. In that space, we talk to our clients like Heinz and Kellogg’s, we talk about the need to ‘fail faster’.”


That means creating ideas and identities for products and brands more quickly to “compete with the barrage of new start-ups”.


You can view the article by Henry Wong here