How are professional practices adopting Generative AI? The case of an engineering design and product development team

Generative Artificial Intelligence (GenAI) is transforming design practice yet research lacks empirical insights into adoption in real-world design organisations. Through the case study of a European automotive OEM, we found that GenAI could accelerate ideation, but adoption was limited due to critical concerns regarding intellectual property, data security, originality, and the risk of skill atrophy. Thus, organisational capabilities like workflow specific training, transparent governance of data protection policies, and cohesive toolchains are needed for successful GenAI integration.

keywords: artificial intelligence (AI); engineering design; conceptual design; product development; innovation

• with: Thom Luke (lead), David Mesa, Jo Kuys, Anita Kocsis
• year: November 2025 — ongoing