Computational Creativity in Post-Digital Website Prototyping: Rethinking Design Authorship Through AI-Driven Automation

Thisaranie Kaluarachchi () and Dr. Manjusri Wickramasinghe ()

International Journal of Innovative Science and Research Technology (IJISRT), 2025, vol. 10, issue 12, 357-372

Abstract: The post-digital era marks a profound shift in the creative disciplines, where human imagination and computational intelligence converge to redefine authorship, aesthetics, and design practice. This research explores this transformation through the lens of WebDraw, a machine learning–driven system for automatic website prototyping. Positioned at the intersection of artificial intelligence, computational creativity, and post-digital design, WebDraw exemplifies how automation can evolve into a form of creative collaboration rather than mere efficiency. By analyzing WebDraw’s architecture, workflows, and cultural implications, the research argues that design in the post-digital condition is characterized by hybrid authorship, distributed among humans, algorithms, and data. The discussion unfolds across theoretical and practical dimensions: first establishing a conceptual foundation in post- digital design and computational creativity; then presenting WebDraw as a case of human–machine co-creation in web design. Aesthetic evaluation, collaboration dynamics, ethical considerations, and sustainability concerns are explored. Based on both quantitative system evaluations and qualitative interviews with web professionals, the research highlights how WebDraw fosters co-creation, democratizes access to design, and challenges traditional notions of origin, authorship, and creative control. Ultimately, the research positions computational design systems as agents of cultural transformation, expanding the boundaries of creativity, reconfiguring professional practice, and calling for new frameworks in design education and ethics. Through the lens of WebDraw, post-digital creativity emerges not as the replacement of human agency but as its extension through intelligent collaboration.

Keywords: Post-Digital Design; Computational Creativity; AI-Driven Website Prototyping; Human–Machine Co-Creation; Creative Artificial Intelligence; Design Automation. (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:cvr:ijisrt:2025:12:ijisrt25dec165

DOI: 10.38124/ijisrt/25dec165

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