The integration of generative AI on conceptual design in communication design

Artificial intelligence (AI) is gaining increasing attention in design research; however, its practical application in communication design, particularly alongside existing tools during the early conceptual phase, remains underexplored. This experimental study examines how professional communication designers integrate AI into their conceptual design processes across mixed tool environments. An exploratory, design task-based experiment was conducted with 10 professional designers to observe cognitive actions across traditional physical tools, general digital tools, and AI-based digital tools (ADTs). Additionally, semi-structured interviews were conducted to gather practitioners’ insights into AI utilization and to explore future directions. The results revealed three patterns of ADT integration across participants that converged analytically into two primary modes of engagement. These modes were distinguished by both the timing and manner of AI incorporation relative to the designer’s conceptual stances: early adoption before establishing an interpretive position and strategic integration following conceptual definition. Qualitative analysis further highlights AI’s role as an efficient catalyst for early exploration, while emphasizing the enduring necessity of human judgment, reflection, and expertise. Based on these findings, the study suggests future strategies to facilitate more effective integration of AI into the communication design process.