This study investigates the application of Generative Artificial Intelligence (GAI) in image creation, specifically among third-year students enrolled in the Product Design and Development Engineering program at Universitat Jaume I in Castellón, Spain. The research juxtaposes web-based GAI tools with traditional manual methods for generating new images, with a particular focus on logo design for a hypothetical brand. Employing a usability test methodology that incorporates the "time on task" technique, the study quantitatively measures and statistically evaluates the duration required by participants to complete the design task using both GAI and manual approaches.

The findings indicate that GAI substantially reduces the time necessary for image creation while delivering high-quality outcomes. This result underscores the potential of GAI as a resource for optimizing and accelerating the design process across various domains. Nonetheless, the study also prompts critical discourse regarding the implications of GAI on the design profession, especially in areas where creative skills have traditionally been of utmost importance. As GAI continues to advance, it may transform the landscape of design work, necessitating a reevaluation of the role of human creativity and expertise in light of increasingly sophisticated AI-driven tools.

The findings of this study highlight the significant potential of Generative Artificial Intelligence (GAI) in revolutionizing the image creation process, particularly in logo design. By demonstrating a substantial reduction in task completion time while maintaining high-quality outputs, GAI presents itself as a powerful tool for enhancing efficiency in design workflows. However, this technological advancement also raises important questions about the future of the design profession and the role of human creativity in an increasingly AI-driven landscape. As GAI continues to evolve, it is crucial for designers, educators, and industry professionals to critically examine and adapt to these changes, ensuring that human expertise remains valuable and complementary to AI-assisted design processes. Further research is needed to explore the long-term implications of GAI adoption on design education, professional practices, and the creative industry as a whole.

Keywords: Artificial Intelligence, Product Design, Product Presentation, Graphic Design, Education, Technology.