Exploring the Mechanisms of Generative AI’s Impact on Design Creativity: An Empirical Investigation Based on the 4P’s Model

With its capabilities, Generative AI is transforming design by introducing AI enabled design tools and reshaping design creativity. However, the mechanisms still require further investigation. Through the adoption of the 4P’s Model of Creativity, this study offers a structured lens for assessing the multifaceted impact of Generative AI on design creativity. Generative AI is conceptualized as a new Press. Creative Self-Efficacy (CSE) was used to assess the Person and Process dimensions, while a modified Consensual Assessment Technique (CAT) was employed to assess the Product dimension. Results showed that Generative AI substantially enhances designers’ Creative Self-Efficacy (CSE). At the Process level, significant gains were observed only in specific tasks. Furthermore, the impacts of Generative AI on design outcomes were metric-specific—supporting effectiveness while undermining originality. By differentiating the impacts across the 4P’s of creativity, this research offers a refined understanding of the mechanisms of Generative AI’s impact on design creativity.