Can artificial intelligence support creativity in early design processes?

This study focuses on Generative Artificial Intelligence (AI) and its transformative impact on design ideation. Generative AI, recognized for its ability to produce a wide array of design alternatives, has become an important tool in design, reshaping traditional methodologies. It facilitates the generation of novel and diverse design forms, acting as a co-creator in the design process. This technology, through machine learning and pattern recognition, analyzes extensive design datasets, enabling the production of innovative solutions. The utilization of generative AI extends beyond replicating AI-provided solutions; it aids in developing and influencing novel concepts, thus fostering original design solutions. This aligns with the concept of ‘reflective practice’ in design, where designers iteratively refine concepts through a dialogue between thought and action. The study employed a quasi-experimental design with 40 design students, randomly assigned to two groups of 20 each. Conducted in two phases, each phase involved a distinct urban furniture design task. In Phase 1, Group A was provided with a text-to-image generating AI tool, while Group B was not. In Phase 2, both groups undertook a similar task without AI assistance. This design exercise allowed for examining the influence of AI on creativity and cognitive load. Design outcomes from both tasks were anonymized and evaluated by experienced professionals using the Creative Product Semantic Scale (CPSS), which measures Novelty, Resolution, and Elaboration and Synthesis. Additionally, the NASA Task Load Index (NASA TLX) questionnaire assessed cognitive load aspects such as mental demand and effort. Findings suggest that generative AI significantly influences the creative design process, enhancing the quality of design outcomes and reducing cognitive load. The AI group demonstrated better performance in both tasks, indicating the impact of AI tools on design skills. This study underscores the potential of AI tools in design education, balancing cognitive load management with creativity enhancement.