Human-centered design with AI
Research theme
Artificial intelligence (AI) is changing the world fast. We believe in its potential, but we also want it to be dealt with responsibly. In this research programme, we take a look at the changing jobs of designers, journalists, and communication professionals through the use of generative AI. We help design intuitive and reliable interfaces. And we list the eco systems and business models that change through AI. In this way, we contribute to an efficient and responsible acceptance of AI in the professional sector, both for media organisations as for individual media professionals.
Impact of data and algorithms on content creation, user experience, and business models
What are we researching and for whom?
The use of AI brings opportunities as well as insecurity. We start from the opportunities, but we also have attention for the changes it causes. We look at the changing workflows of designers, journalists, and communication specialists, and identify how AI is used in these sectors. We contribute to AI implementations constructively, by, on the one hand, focussing on interfaces that correspond to the needs and wishes of the target group (from data dashboards to interfaces that seem reliable), and on the other hand designing digital products and services that fit within the new AI eco systems and business models. In this way, we contribute to an efficient and responsible acceptance of AI in the professional sector, both for media organisations and for individual media professionals.
Desired outcome
Make use of the many opportunities of AI and widely announce the possibilities.
AI Media Barometer
The AI Media Barometer is an annual study into the applications of (generative) AI in the Flemish media sector, focusing specifically on how professionals in the fields of communication, journalism and design use (Gen)AI tools in their daily work. The study is based on a quantitative survey of more than 800 media professionals, combined with qualitative interviews. Download the management summary of the 2025 AI Media Barometer.
Research lines
AI-driven content creation
What does the introduction of AI mean for media professionals, and how big is AI literacy in the sector? We identify good practices for designers, journalists, and communication professionals.
Digital Product & Service Design
We combine (existing) AI-technology with our knowledge of design and business models, to implement valuable products, services, and ecosystems through co-creation.
Interfaces, interaction, and user experience
AI has a huge potential, but it should be implemented in a way that people can work with it and trust it. With our experience in human-centred design, we help developing good interfaces.
Research projects and realisations
Be inspired by our research projects and concrete achievements and publications of Human-centered design with AI that truly make a difference.
Collaborate with us
We stand for learning together, researching together, and developing together. Our students, lecturers and researchers will get to work for you, tailored to your needs. Find out what we can do for each other!
Services for companies and organisations
We engage in diverse forms of collaboration with our professional sector for research and innovation. Varying in intensity, flows of financing, term, and finality: Collaborative Research Agreements, collaborations via co-financing or with external project funding, collaboration via participation in design sessions, advisory committees, etc. For future research projects we are constantly looking for partners active in the sector. Interested in collaborating with us?
Blikopener
Are you an entrepreneur of an SME or a social profit organisation? Thanks to Blikopener of the Flemish Agency Entrepreneurship and Innovation (VLAIO) we can support you without any obligation in your search for solutions to practical problems or questions. We put our practice-oriented research results and experts at your disposal.
Discover our labs
You can visit our labs to get acquainted with the latest technologies and innovations. Our experts will work with you on a specific question, formulate tangible recommendations, and develop custom prototypes. They are open spaces where there is room for experimentation, co-creation, and creativity.
Request your custom solution
We help you formulate your specific research question and the desired approach.
About expertise centre Communication, Media, and Design
Our practical research focuses on organisations and professionals who anticipate the challenges of the digital society through innovation and development. Together with our partners, we learn, research, and develop by means of user research, technology research, technology and trend analysis, design and prototyping.
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