We wanted to create a project that harnessed the power of AI image generation to create a branded experience that felt dream-like, this dream experience being the theme-world in which the user would shop.

As a first approach, we created an interface in which disparate concepts would be blended together in order for the AI to create an oneiric-looking image mix, for example a jungle and a children’s room, or 60’s space station with a kitchen. This images would then be extended to a full layout, with various examples brining together the AI environment.

Every choice made by the user in the drop-down menu would create a piece of the technical prompt that would be given to the AI in order to form a full sentence, that would result in an evolving concept as the user made choices in the interface until reaching the final output.

Importantly, this interaction was thought-out and designed as a template that could be quickly redesigned to cater to different brands, which would then make use of their bespoke AI-image generation for a fully customized brand experience.

The proof of concept made use of Midjourney to create the images, which are often imperfect upon close inspection. Once a brand acquired the concept, however, a proprietary AI solution would be used in order to create the images, avoiding possible copyright issues. Given this customization would require specific AI training, a next level concept would then become possible: to include images of products of the target brand in the AI’s training. This way, the products could be woven into the images the AI would dream up.