“Who” designs better? A competition among human, artificial intelligence and human–AI collaboration

Abstract This research examines whether a machine, specifically artificial intelligence (AI), can be creative by comparing design solutions for a practical competition – a light fixture for a pediatric waiting room – among AI, collaboration efforts and a human designer. Amazon Mechanical Turk and Prolific workers observed the design solutions throughout the design process, from sketches ( $ S $ ) to three-dimensional renderings ( $ 3D $ ) to fully developed models in virtual waiting rooms ( $ VR $ ). Using the well-established Creative Product Semantic Scale (CPSS), the workers rated each design solution in three distinctive stages – $ S $ , $ 3D $ and $ VR $ – on three criteria – novelty (freshness or newness), resolution (relevance and logic) and style (craftsmanship and desirability). Despite some demographic discrepancies, the workers expressed general senses of happiness and calmness, resonating with the competition’s requirements. Statistical results of CPSS ratings revealed that while AI excelled in style for $ 3D $ , the human designer outperformed in novelty for both $ S $ and $ VR $ . Collaboration efforts surprisingly finished last. Such findings challenge current assumptions of AI’s creative ability in design research and highlight the need to be agile in the age of disruptive technologies. This research also offers guidance for product and interior designers and educators on thoughtfully integrating AI into the design process.