Generative AI – Creative Pedagogy Versus Creative Application

Abstract

Generative Artificial Intelligence (GenAI) is rapidly changing and influencing the advertising and graphic design industries. GenAI is reimagining workflows and modifying the skills required for new graduates to secure their first jobs. Agencies are investing in AI technologies, and creative departments are leveraging GenAI for client engagement and conceptual development. However, design educators have been slow to adapt to this change. This lag risks leaving graduates unprepared for a creative industry in the midst of a technological transition. This qualitative study investigates how GenAI is being utilized in creative departments and how design educators are responding. Based on in-depth interviews with agency leaders and design faculty across the United States, a learning gap was made apparent. Agency leaders see GenAI as an essential creative tool for accelerating ideation and concept visualization, while educators remain cautious and prioritize foundational design training. Early pedagogical adopters understand the benefits of integration, but most curricula incorporate GenAI inconsistently, often relying on individual faculty initiative. The findings reveal the need for design educators to help students embrace GenAI as a tool that expands creative exploration and conceptual thinking. In an effort to remain relevant, graphic design educators must train students in both design and GenAI fundamentals. The ability for graduates to create authentic, human-centered design work will be the definition of success in an AI-driven creative industry.