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In addition to research papers, the Design Society is developing several valuable resources for those interested in the study of design. These include a repository of PhD theses, a library of case studies and transcripts of design activities, and an archive of our newsletters. Please note that these resources are accessible exclusively to Design Society members.

How are professional practices adopting generative AI? The case of an engineering design and product development team

Luke, Thom (1); Mesa, David (2); Tan, Linus (1); Kuys, Jo (1); Kocsis, Anita (1)

Type:
Papers
DS 145: Proceedings of the DESIGN2026 19th International Design Conference
Year:
2026
Editor:
Štorga, M.; Škec, S.; Martinec, T.; Marjanović, D.; Pavković, N.
Author:
Luke, Thom (1); Mesa, David (2); Tan, Linus (1); Kuys, Jo (1); Kocsis, Anita (1)
Series:
DESIGN
Institution:
1: Swinburne University of Technology, Australia; 2: Universidad EAFIT, Colombia
Page(s):
2423-2432
DOI number:
10.1017/pds.2026.10600
ISSN:
2732-527X (Online)
Abstract:
Generative Artificial Intelligence (GenAI) is transforming design practice yet research lacks empirical insights into adoption in real-world design organisations. Through the case study of a European automotive OEM, we found that GenAI could accelerate ideation, but adoption was limited due to critical concerns regarding intellectual property, data security, originality, and the risk of skill atrophy. Thus, organisational capabilities like workflow specific training, transparent governance of data protection policies, and cohesive toolchains are needed for successful GenAI integration.
Keywords:
artificial intelligence (AI), engineering design, conceptual design, product development, innovation
DESIGN2026 - The 19th International Design Conference
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