A Study on the Correlation between the CERS Framework and Generative AI-based Industrial Design : Focusing on the Cognitive Evaluation of Industrial Design Majors

This study explores how Generative Artificial Intelligence (Generative AI) enhances the experience of surprise in industrial design, using Michael Roussel’s CERS framework (Conceptual, Emotional, Relational, Spiritual). Through literature review and qualitative case analysis, four representative examples—Nike A.I.R Project, Zaha Hadid Architects’ AI Pavilion, Herman Miller Gaming Chair, and BMW i Vision Dee—were examined in relation to CERS dimensions. In addition, a survey with 30 industrial design students was conducted to quantitatively assess differences in CERS evaluations by academic year and gender. The findings reveal that Generative AI effectively contributes to conceptual disruption, sensory immersion, and relational interaction, while the spiritual dimension elicited comparatively lower responses. Notably, sophomore students reported the highest levels of surprise, and male respondents generally showed stronger positive reactions than females. This study holds academic and practical significance by verifying the applicability of the CERS scale to design evaluation and highlighting the collaborative potential of AI and human designers. However, limitations include the restricted sample group, limited number of cases, and lack of behavioral data. Future research should expand the participant pool and case diversity for deeper insights.