Human creative intelligence, rather than artificial intelligence seems a better descriptor of design ideation. This is because calling ideation artificial intelligence suggests design is akin to a math problem, and math is the underlying language of machine learning, LLMs, instead of a human creativity approach to problem solving. And so, rather than relying on data processing and pattern recognition, ideators should trust their intuition, critical thinking skills and lived experience. Indeed, the word "artificial" suggests something synthetic that lacks the depth of natural human thought. Yet the complexity of designing for today's fast moving competitive markets, and human intuition and trial-and-error are not sufficient. And so, human creative intelligence incorporates a wide range of conceptual tools, both analogue and digital, including AI. But whatever tools employed, designers should have oversight and retain final responsibility for all AI decisions and outputs, particularly as AI models are becoming more powerful going beyond prompt engineering.
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