The aim of this research is to investigate and design innovative methods to enhance metaphor creation and the innovation of meaning process theorised by Roberto Verganti, by leveraging Generative AI (GenAI). Metaphors are not merely ornamental but are cognitive tools. Our language and our way of thinking are intrinsically metaphorical. By exploring the roots of metaphorology, from Aristotle to Umberto Eco and other fundamental authors, this thesis aims to understand the mechanisms behind metaphor creation, thus enhancing and redesigning a GenAI-powered innovation of meaning process. After analysing the definition and functionalities of LLMs and GenAI, two workshop experiments were conducted, respectively, with students of the Master in Strategic Design for Innovation and Transformation, and with students of the International Master in Innovation and Entrepreneurship at Politecnico di Milano. By adopting a qualitative approach, this research presents the results of both experiments, where GenAI tools were tested in various phases of the Design-Driven Innovation process, with the aim of understanding how GenAI can add value to the Innovation of Meaning. Finally, it shows the final Miro Board prototype, where ChatGPT 4 was used to empower three phases within the Innovation of Meaning (envisioning the new meaning, generating metaphors, and debating with the Innovation Interpreters) by applying meticulously crafted prompt engineering. The findings are expected to lead to enhanced design-driven innovation, thanks to both an in-depth theoretical analysis and a practical application, culminating in a final prototype that seamlessly integrates GenAI into the Innovation of Meaning process for more qualitative and innovative outcomes.
Questa ricerca ha l’obiettivo di progettare metodi innovativi per implementare il processo di innovazione di significato teorizzato da Roberto Verganti, ed in particolare la creazione di metafore, tramite l'utilizzo dell'Intelligenza Artificiale Generativa (GenAI). Le metafore non sono strumenti meramente ornamentali: il nostro sistema cognitivo è intrinsecamente metaforico. Indagando le fondamenta della metaforologia, da Aristotele a Umberto Eco ed altri autori fondamentali, la tesi ambisce a decifrare i meccanismi alla base della creazione di metafore, al fine di riprogettare un processo di innovazione di significato che ne tragga vantaggio. Dopo aver approfonditamente analizzato il funzionamento e le capacità dei Large Language Models (LLMs) e della GenAI, sono stati condotti due workshop, rispettivamente con gli studenti del Master in Strategic Design for Innovation and Transformation e con quelli dell'International Master in Innovation and Entrepreneurship presso il Politecnico di Milano. La ricerca espone i risultati dei due esperimenti, dove la GenAI è stata utilizzata nel processo di Innovazione design-driven, al fine di comprendere in quali fasi la GenAI apportasse maggiore valore. Viene infine mostrato il prototipo finale, dove ChatGPT 4 è stato impiegato per implementare l'Innovazione di Significato nelle fasi di: envisioning del nuovo significato, creazione di metafore e dibattito con gli Interpreti. Il fine del progetto è quello di gettare le basi per un’innovazione di significato GenAI-powered, integrando la GenAI in maniera coerente ed armonica per ottenere risultati qualitativamente migliori ed innovativi, e sfruttando, secondo la terminologia echiana, la “bontà” delle metafore create.
Disruptive metaphors: how to enhance metaphor creation and augment the innovation of meaning process with GenAI
Di Biagio, Giordana
2022/2023
Abstract
The aim of this research is to investigate and design innovative methods to enhance metaphor creation and the innovation of meaning process theorised by Roberto Verganti, by leveraging Generative AI (GenAI). Metaphors are not merely ornamental but are cognitive tools. Our language and our way of thinking are intrinsically metaphorical. By exploring the roots of metaphorology, from Aristotle to Umberto Eco and other fundamental authors, this thesis aims to understand the mechanisms behind metaphor creation, thus enhancing and redesigning a GenAI-powered innovation of meaning process. After analysing the definition and functionalities of LLMs and GenAI, two workshop experiments were conducted, respectively, with students of the Master in Strategic Design for Innovation and Transformation, and with students of the International Master in Innovation and Entrepreneurship at Politecnico di Milano. By adopting a qualitative approach, this research presents the results of both experiments, where GenAI tools were tested in various phases of the Design-Driven Innovation process, with the aim of understanding how GenAI can add value to the Innovation of Meaning. Finally, it shows the final Miro Board prototype, where ChatGPT 4 was used to empower three phases within the Innovation of Meaning (envisioning the new meaning, generating metaphors, and debating with the Innovation Interpreters) by applying meticulously crafted prompt engineering. The findings are expected to lead to enhanced design-driven innovation, thanks to both an in-depth theoretical analysis and a practical application, culminating in a final prototype that seamlessly integrates GenAI into the Innovation of Meaning process for more qualitative and innovative outcomes.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/219190