10116976Eco-Efficient Prop Design: Generative AI for Rapid Texturing of Degradable 3D printed props for TV and filmClosedCollaborative R&DInnovate UKRusty Design Limited is embarking on an innovative project to transform prop manufacturing within the TV and film industries through the application of AI-driven texture generation. Our aim is to enhance the creative design process while promoting sustainable production practices. Collaborating with Prof. Yukun Lai and his team at Cardiff University, along with the Hartree Centre Cardiff Hub, we are developing a scalable solution that will enable rapid, agile transformations of prop textures using generative AI. This project stands at the intersection of technology and creativity, offering a solution that not only conserves materials but also empowers designers to meet the fast-evolving demands of production schedules. We are focusing on texture generation due to its current computational viability and its potential as a springboard for future AI applications in the industry. Our vision is to establish a new benchmark in prop production that aligns with the principles of the circular economy, reducing waste and fostering a more sustainable approach to the creation of set pieces and props. This project will pave the way for the integration of more sophisticated AI techniques, such as 3D object blending, as they become technically and economically feasible.