In the master's course ‘AI and Creativity’ in the Creative Communication & Brand Management programme at Pforzheim University, students spent four months intensively exploring the potential and limitations of generative AI. Working in teams of two, they developed independent projects under the common theme of REAL – GOLD – PRINT.
The work ranged from deceptively real, AI-generated memories to the development of an artificial influencer persona, the analysis of algorithmic beauty ideals, human-machine co-creation in product design, and reflections on digital manipulation and media dependency.
The aim was to understand AI not as a shortcut, but as a tool to be consciously controlled. In addition to practical applications, critical questions were also addressed: Who is responsible for AI content? How do synthetic media change trust and perception? And above all, is stricter regulation needed – or more education and media literacy?
The results were presented at an AI vernissage. The key learning: AI expands creative possibilities, but it does not replace judgement or responsibility. Humans remain the conductor, machines the instrument.
Photos on this page by Cornelia Kamper and Kim Alisa Langfeld.
