AI and the Creative Act: Who Is Really in Charge?

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16 Feb 2026

8 Min Read

Wong Zhi Zhong (Academic Contributor)

IN THIS ARTICLE
Portrait for Wong Zhi Zhong

Written by Wong Zhi Zhong, whose research focuses on creative thinking and design methods, interior and environment design, and more. He can be reached at zhizhong.wong@taylors.edu.my.

As artificial intelligence quietly embeds itself into creative practice, researchers across design, cognition, and human–computer interaction are beginning to ask a deeper question: how is this silent collaborator reshaping the act of creation itself?

 

Across fields such as spatial design, UX, and cognitive science, a clear pattern is emerging. AI dramatically expands what can be explored, generated, and tested. Yet when it comes to direction, judgment, and meaning, those responsibilities remain firmly human. Technology may open new doors, but it does not decide which ones matter.

A New Kind of Collaborator, Powered by Data

Academic research increasingly frames AI not as a replacement for designers, but as a force that reshapes how they think. A major review by Cascini and colleagues shows how design research has shifted over the past decade from abstract theory towards real-world, multidisciplinary practice, particularly in design cognition and user-centred design.

 

This shift is especially visible in UI and UX. Generative AI now supports ideation, wireframing, and rapid prototyping, with tools such as Uizard, Figma’s Automator, and Colormind automating repetitive tasks and accelerating experimentation. Industry reviews from UXPin and CPO Club highlight how these tools expand designers’ cognitive bandwidth, allowing greater focus on storytelling, emotional tone, and user intent.

 

Research into generative systems used in spatial installations and responsive architecture points to the same conclusion. AI excels at rapid iteration and synthesis, but the question of authorship persists. Generated outcomes still require human intent to give them meaning.

 

A 2020 systematic review by Thoring and colleagues demonstrates how AI, sensors, and adaptive systems can transform environments into dynamic, responsive settings for creative work, while consistently reaffirming that meaning is shaped through human curation and cultural interpretation. The same principle applies in UX. AI can personalise and predict behaviour, but it cannot define empathy or authenticity within a user journey.

 

From the perspective of design education, the conversation is shifting. It is no longer about whether AI can create, but about what kind of creativity we choose to value. The challenge is no longer adoption, but intentionality. Authorship does not lie in generation, but in judgment and intention.

 

This tension often becomes visible in studio practice. AI might generate dozens of spatial layouts in seconds, yet it is the designer who decides which one tells the right story, or whether any of them should exist at all.

Exploration Versus Leadership

Research from both cognitive science and design theory consistently positions AI as a tool for exploration rather than leadership. Gonçalves describes creativity as a 'living thing', fluid and deeply dependent on context, where computational systems excel at navigating vast design spaces but fall short in intentional and empathetic decision-making.

 

Neurocognitive research reinforces this distinction. Affect, narrative framing, and ethical judgment, all central to meaningful design, remain rooted in human cognition rather than algorithmic processing. AI may suggest where attention flows, but it cannot decide what truly resonates.

 

User-centred design (UCD) literature draws a clear boundary. AI amplifies option generation, while humans synthesise, prioritise, and curate. In essence, AI can propose possibilities, but it cannot feel empathy or define what matters.

Designing the Dialogue Between Human and Machine

Recent research into co-creative AI reframes these systems not as passive tools, but as conversational partners. Scholars such as Mary Lou Maher describe this shift from computation to collaboration, where creativity emerges through dialogue rather than automation. Even advanced mixed-initiative systems rely on designers to define what the algorithm should attend to and respond to, a process known in human–computer interaction as interpretive curation.

 

Examples from interactive exhibitions and spatial installations illustrate this clearly. AI may enable environments to react, adapt, and evolve, but meaning only emerges when designers embed cultural, social, and narrative context into the system.

Why Iteration Alone Is Not Enough

Decision-making research frames creativity as iterative synthesis, not merely the selection of options, but the merging, rearranging, and shaping of influences into a coherent experience.

 

AI enables iteration at extraordinary speed. Hundreds of sketches, layouts, or variations can be generated in seconds. Yet the act of making meaning remains grounded in human judgment, memory, and emotion. True creativity involves synthesis, reflection, and reinterpretation. It demands the ability to recognise patterns not just as data, but as meaning. Speed does not equal insight.

From Automation to Augmentation

Across contemporary design research, a quiet consensus is forming. The future of AI lies in augmentation rather than automation. Studies of Industry 4.0 and the emerging Industry 5.0 show that while automation improves efficiency, augmentation enables richer forms of creativity, empathy, and cultural expression.

 

In architectural and design education, AI is increasingly positioned as a co-creative methodology rather than a substitute for human thinking. Research into generative AI in design studios and architectural workflows consistently reinforces that synthesis, empathy, and cultural interpretation remain human domains.

The students who use AI best are not asking it for answers. They are asking better questions and keeping their hands on the creative pencil.

— Wong Zhi Zhong, Programme Director of Bachelor of Interactive Spatial Design (Honours)

A Closing Reflection

AI is undeniably transforming the designer’s toolkit. It accelerates exploration, expands possibility, and reshapes creative workflows. Yet research across disciplines repeatedly returns to the same conclusion. Meaning, purpose, and emotional resonance are not computational outputs.

When tools grow more intelligent, the role of the designer does not disappear. It evolves. The question is no longer whether AI can generate ideas, but who defines intention, meaning, and direction behind them.

For our homegrown degree in Interactive Spatial Design, we treat technology not as a shortcut, but as a medium. Students are challenged to question how spaces respond, how systems influence behaviour, and how design decisions shape human experience. The focus is not only on mastering tools, but on understanding authorship in an age where creativity is increasingly collaborative, computational and complex.

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