Colloquia

Summary

Since the launch of ChatGPT in November 2022 generative AI (GenAI) tools have been evolving rapidly and have drawn a lot of attention within society, also among design agencies. Design agencies are intrigued by the potential of GenAI, but they also wonder what these developments mean for their profession and how they can meaningfully integrate these tools in their workflow. These design agencies want to know how to move forward with AI adoption but struggle to do so while the technology is still developing and guidance is limited.

This research aims to explore how technology adoption works within design agencies, how differences in organizational culture influences this process, and how organizational culture can support design agencies in maturing in their AI implementation.

To investigate this, an action research methodology was applied. Action research is a practice-oriented methodology that combines practical interventions and research. This approach is suitable for relatively new subjects like GenAI in the design process, where literature is limited, and the challenges vary across different organizations. Through this approach, it was possible to generate insight about the complex situation around AI adoption and to support the participating design agencies in real time. The iterative nature of action research allowed for a flexible and responsive process to the context of each design agency.

The research involved close collaboration with four design agencies in Twente. Through interviews, focus groups, observations and interventions, the needs, challenges, and learning objectives for AI adoption were mapped. One important outcome was a framework including the factors that influence successful AI adoption for design agencies. The findings also emphasize on the cultural change that needs to be facilitated AI implementation.

As deliverable, a workshop was developed that allows design agencies to reflect on their current culture and define the conditions they need to create in order to adopt and continue using GenAI tools in a way that fits their identity, needs and practices.