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Creativity Reimagined: Auto Design in the Era of Artificial Intelligence

As AI accelerates design and product cycles tighten, automotive creativity is being redefined as a race against redundancy.

By Prerna Lidhoo & Ketan Thakkar

17 Jul 2025

13324 Views

Creativity Reimagined: Auto Design in the Era of Artificial Intelligence

"You're just one product away from becoming irrelevant." That stark warning from Pratap Bose, Mahindra & Mahindra’s Chief Design Officer, explains the existential anxiety automotive designers are facing today. In a world where design and production cycles span six to seven years, but market trends pivot in months, obsolescence isn’t just a risk, it's an evident inevitability.

Once thriving on predictability and longterm planning, the rules of automotive design now demand constant reinvention. “As designers, our fear today is being made irrelevant and redundant by some other brand. You’re one product away from a competitor to make your product ...

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