The Impact of Artificial Intelligence on Designing the Visual Identity of Arab Organizations: An Applied Approach Toward Enhancing Creative Performance

Abstract

This study aims to examine the role of artificial intelligence in designing the visual identity of Arab institutions, with a focus on the level of awareness and competence among designers in utilizing this technology to enhance corporate identity and improve creative performance. The research adopted the descriptive-analytical method, and data were collected through a questionnaire distributed to 88 participants, including professional designers, faculty members, and fourth-year design students.

The results indicated that 86% of the participants have a good awareness of the importance of artificial intelligence in supporting institutional goals, while 89% confirmed the effective potential of employing this technology to improve visual design and strengthen brand identity. Additionally, 81% expressed confidence in the role of training and professional development in addressing future challenges in design and in the use of modern digital tools.

The findings reveal a high level of practical knowledge and readiness to adopt modern technologies in developing corporate identity. Accordingly, the study recommends expanding training programs and specialized workshops on artificial intelligence and visual techniques, as well as promoting a culture of continuous learning among designers to ensure improving visual identity quality and enhancing institutional performance. The research aims to provide a practical framework that can be utilized by educational and advertising institutions to develop designers’ capabilities and achieve integration between visual creativity and modern technologies, thereby contributing to institutional innovation and excellence in performance.