Sofia Almeida, a PhD student in New Media and researcher at DigiMedia and at Instituto de Telecomunicações (IT), presented her latest study at the 18th Global Brand Conference (GBC), which took place at the Universidade Católica Portuguesa – Porto, from 7th to 9th May 2025.

Sofia presented the paper “Designers’ Perspectives of Generative Artificial Intelligence in Visual Identities and Contemporary Branding”, which pioneers how design professionals are integrating Generative Artificial Intelligence (GAI) into the creation of visual brand identities. The research discusses the impacts of this technology on creative processes, co-creation practices and brand personalization, contributing to emerging debates on the future of design practice in AI-mediated contexts. This work is part of Sofia’s PhD project, supervised by Catarina Lélis (DeCA) and Diogo Gomes (DETI, IT).

GBC is recognized as one of the world’s leading meetings of the scientific community dedicated to branding, bringing together experts, academics and internationally renowned researchers. The acceptance of this study at a prestigious international event such as GBC represents an important academic and scientific recognition of the current status and relevance of the research developed within DigiMedia and IT.