Integrating generative AI in the design thinking process : a mixed-method study on how designers perceived artificial intelligence in their work

Abstract

The rapid integration of generative Artificial Intelligence (AI) into the design profession has outpaced scholarly understanding of its impact on the design thinking process. This study investigates how designers perceive and integrate generative AI, examining the underlying factors that drive adoption or resistance. A mixed-methods approach was employed, combining quantitative surveys and qualitative in-depth interviews with two distinct groups: designers who actively use AI and those who do not. The findings reveal a fundamental schism rooted in professional identity. AI-users predominantly view the technology as a cognitive partner that significantly expands their creative capacity, moving beyond a mere functional tool. In stark contrast, non-users perceive AI as a threat to core professional values such as authenticity and human touch, which reinforces their commitment to traditional methods. The study concludes that the decision to adopt AI in design thinking is not merely a practical choice but is deeply embedded in a designer’s professional identity. For AI to be successfully integrated into the field, future systems and implementation strategies must be designed to visibly augment, rather than threaten, the humanistic principles of creativity, authenticity, and professional sovereignty that designers cherish.