How generative AI supports human in conceptual design

Abstract Generative Artificial Intelligence (Generative AI) is a collection of AI technologies that can generate new information such as texts and images. With its strong capabilities, Generative AI has been actively studied in creative design processes. However, limited studies have explored the roles of humans and Generative AI in conceptual design processes, which leaves a gap for human–AI collaboration investigation. To address this gap, this study attempts to uncover the contributions of different Generative AI technologies in assisting humans in the conceptual design process. Novice designers were recruited to complete two design tasks in the condition of with or without the assistance of Generative AI. The results revealed that Generative AI primarily assists humans in the problem definition and idea generation stages, while the idea selection and evaluation stage remains predominantly human-led. Additionally, with the assistance of Generative AI, the idea selection and evaluation stages were further enhanced. Based on the findings, we discussed the role of Generative AI in human–AI collaboration and the implications for enhancing future conceptual design support with Generative AI’s assistance.