Seite - 40 - in Digital Entrepreneurship - Impact on Business and Society

the logo, font and colour. The logo-making process is free, and payment is only requiredwhen the user wishes to download it. Despite Brandmark being one of themost capable and innovative logo-makers available to date, it still maintains its limitations and risks. The effect of AI tech- nologies on an individual’s creativity is still subject to further research. Tech- nologies, such asBrandmark, use smartAI tools tomake the design process easier and faster. However, the level of creativity remains subjective. It comes down to human judgement,which is currently still beyond the capabilities ofAI technology (Ghoshal 2017).Nevertheless, AI can help to pick and gathermany different ideas that can lead to creative innovations. It can help to ingest, store and access unprecedented numbers of ideas to aid human creativity and input (Uzzi 2019). Another benefit of AI is that it is not prone to certain biases and gathers ideas in systematic ways. Artificial intelligence technologies have been proven to be effective tools for thinkingoutside theboxandcollect ideas basedonalgorithms in ways that human minds are not able to. Therefore, AI technologies, such as Brandmark, have the potential to assist human creativity and contribute to break- through ideas and innovations.Many people would suggest that logos created on theBrandmarkwebsite or similar services are too generic. Its biggest constraint is the ability to find logo ideas and icons that are not commonly used. It raises the question ofwhetherAI technology is yet capable of replacing the creative input of humans, or whether it is a possibility in the near future. For now, Brandmark functions as a helpful tool to create design ideas. 3.2 HOK: EmpoweringCreativity Through the Powerful Use of Virtual Reality as a Creative Tool for Architects andDesigners Founded in 1955, HOK is a global design, architecture, engineering and planning firm.Across theUSA,EMEAandAPAC, the1800employeesofHOK,based in24 differentofficesworldwide, use design tohelpclients succeedandcreateplaces that enrich people’s lives (HOK 2020). HOK has won multiple awards, including NCSEA Awards Firms for Structural Engineering Excellence 2019 Category 6 (Long 2019) and CRE Awards 2019: Best Tenant Improvement Project (Los Angeles Business Journal, 2019 and Fast Company’sMost Innovative Companies list in 2019). HOK has some famous projects under its belt, including the LaGuardia Airport New Terminal B in New York, Mercedes-Benz Stadium in Atlanta, Georgia and theKingAbdullahUniversity of Science and Technology in Thuwal, Saudi Arabia, that all stood out for their creativity. Virtual reality is used at HOK in many different ways to improve clients’ understanding, interaction and relations, but also to make more detailed and enhanced prototypes (Howarth 2018). As an architecture firm, the relationship between the client and project leaders is very important. It can be difficult for architects tohelpclientsunderstand technicalplans sinceclientsdonotalwayshave the same knowledge and visual imagination that architects and engineers have Unleashing the Creativity of Entrepreneurswith Digital… 41