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Mahmud, Nazmul; Fernando, Roshan; Soomro, Sohail Ahmed; Georgiev, Georgi V.

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Generative AI (GenAI) is rapidly entering design practice still its concrete impact on human ideation (for example using it as inspirational stimuli and design fixation) remains insufficiently understood. This research investigates how GenAI influences creative performance and experience in early-stage design and how it can be integrated with traditional ideation techniques rather than using it as a stand-alone idea generator. The study employs both quantitative and Qualitative methods to collect data from a structured design exercise conducted with 14 students from a course on the use of AI in design creativity in university settings. Techniques such as Brainstorming, Brainwriting, Negative Ideation, and Prompt Engineering were employed in the design process to investigate how AI tools function as team members during collaborative design ideation. Creativity outcomes were evaluated on fluency, novelty, feasibility, surprise and then it was complemented by fixation scores. The results show that GenAI consistently increased perceived inspiration and helped participants reframe problems by providing new and fresh perspectives. The GenAI was widely experienced as an active “team-mate” rather than a simple tool. However, human-only conditions often produced comparable or higher idea fluency and AI-generated examples sometimes introduced new anchors that shifted the focus of design fixation rather than removing it. Negative Ideation coupled with decorated prompts, helped participants transform AI suggestions instead of copying them directly. The insights offer strategies for integrating GenAI into professional work and design education so that it grows without restricting the range of potential solutions.

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Human AI Ideation, AI Augmented Design, Generative AI, Design Fixation, Prompt Engineering