Generative AI in the Design Process. A journey through image generation for concept ideation

Generative AI in the Design Process. A journey through image generation for concept ideation by Agnese Azzola, Fabio Figoli e Lucia Rampino was published by FrancoAngeli.

This book presents the evolution of a master's thesis research conducted within the Master of Science in Design & Engineering at Politecnico di Milano. It explores the role of generative AI—particularly text-to-image tools like Midjourney—in the early stages of the product design process. The research aims to examine how these tools can support the conceptual phase of industrial design by fostering inspiration, accelerating ideation, and enabling new forms of creative collaboration.

Drawing from a literature review, observation of practitioners’ approaches, and hands-on experimentation, the book offers reflections on the evolving relationship between human creativity and algorithmic generation. It is structured in four parts and includes both theoretical insights and practical guidelines.

Through the creation and analysis of three AI-generated product concepts, the author investigates the need to translate visual outputs—primarily intended for creative expression—into meaningful and realistic design developments.

The work proposes a design-oriented approach to applying AI-generated content within the design process, offering insights into human–AI collaboration. Intended for researchers, designers, and practitioners interested in integrating emerging AI technologies into design workflows, the book provides a timely snapshot of a rapidly evolving field, outlining key opportunities, challenges, and potential trajectories for future development in industrial design.

Generative AI in the Design Process. A journey through image generation for concept ideation is available in the FrancoAngeli open-access catalog.