The impact of Midjourney on students’ design and design process: an exploratory study

We explored the impact of AI, specifically Midjourney, on the retail design process for master’s students. Over three years, three student groups followed the same design exercise, with AI introduced at different phases. Group 3, which used Midjourney during concept development, showed increased creativity, stronger storytelling, and more cohesive designs. However, AI had no significant impact on innovativeness or originality. Midjourney did accelerate ideation, allowing students to generate concept boards quickly, reducing early-stage development by 1-2 weeks. Despite this, its use declined in later design phases, as students found it unable to fully align with their visions. The study concludes that Midjourney is most effective in the concept phase, offering fast visualization, lowering technical barriers, and inspiring creative thinking. While it may not replace traditional design methods, it serves as a valuable creative tool for exploring and refining ideas.