In the light of the global reach and universal application of AI, and to paraphrase Winston Churchill as he was paying tribute to the Royal Air Force establishing air superiority over England in WWII, one might quip: "Never in the field of ideas was so much owed by so many to so few". The many, here, the users of GenAI, and the few the hard- and software pioneers and providers of AI models. Indeed GenAI is capable of producing instant ideas with a few prompts widening participation in the design process towards democratising design itself. And so, GenAI has become the ubiquitous ideation tool leaving users to "edit" or "curate" GenAI's results to their taste. That is, the users have become as much editors and curators of GenAI outputs as originators of their own ideas. But what is then an original idea? The French philosopher Baudrillard (1929-2007) argued that searching for the "true original" in the age of mass media becomes pointless. Copy, then, becomes the new normal, and, one may add, even more so under the influence of social media and GenAI usage. Yet the format of digital copy and endless recycled imagery may, paradoxically increase the desire for seeing and experiencing the real thing as evidenced in young people's interest in analogue, tactile processes, such as analogue film, or vintage items, such as vinyl records.
