EXPLORING THE IMPACT OF COLLABORATIVE AI ON EMERGING SKILL SETS IN DESIGN JOBS: A QUALITATIVE INVESTIGATION

Abstract

Artificial intelligence (AI) is reshaping design practice by automating production and augmenting creative decision-making. This study examines how collaborative Al tools influence designers' workflows, skills, and creative control. Twenty-one semi-structured interviews were conducted with designers, art directors, and Al developers. Al supports idea generation and low-risk experimentation, while designers remain essential for contextual, cultural, and aesthetic judgment. Three emerging competencies define effective collaboration: prompt formulation, evaluative discernment, and orchestration across tools and stages. Human-Al partnerships enhance efficiency without replacing creative authorship. Findings contribute to understanding evolving skill sets and highlight the need for Al literacy and ethical awareness in design education and industry training.