From Execution to Curation: Generative AI Adoption and the Reshaping of Design Work in the Creative Industries

Authors

  • Marina Quijano Paiva Universidade Federal do Rio Grande do Sul
  • Kelly Dias UFRGS - Universidade Federal do Rio Grande do Sul
  • Bernardo Henrique Leso UFRGS - Universidade Federal do Rio Grande do Sul https://orcid.org/0000-0001-9824-4246
  • Marcelo Nogueira Cortimiglia UFRGS - Universidade Federal do Rio Grande do Sul

Keywords:

Generative AI, creative industries, Technology Adoption, technology acceptance model, Unified Theory of Acceptance and Use of Technology

Abstract

Generative artificial intelligence (GenAI) is rapidly transforming work processes in the creative industries, particularly in design-related activities where experimentation, speed, and originality are central to value creation. While existing studies have explored the technical capabilities and economic potential of GenAI, less attention has been given to how design professionals incorporate these tools into everyday practice and how their perceptions shape patterns of adoption. Inspired by technology adoption theories, particularly the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT), this paper investigates how professional designers interpret and integrate GenAI into their work. The study adopts an exploratory qualitative approach, based on 10 semi-structured interviews with designers working in agency and freelance contexts in Brazil. Data were analyzed through content analysis combining inductive coding with conceptually informed interpretation. The findings reveal three central themes. First, GenAI is frequently perceived as a co-agent in the creative process, often described as an "assistant" or "intern" operating under human supervision. This perception reflects the role of perceived usefulness and performance expectancy, core constructs in TAM and UTAUT, in supporting the integration of AI tools into creative workflows. Second, designers identify important tensions and limitations, including aesthetic homogenization, loss of creative singularity, and uncertainty regarding authorship and copyright. These concerns illustrate how perceived risks and ethical considerations may shape adoption dynamics beyond purely instrumental factors. Third, GenAI is widely understood as a productivity lever that accelerates operational stages, expands experimentation, and redistributes effort toward more strategic and conceptual tasks. The findings suggest that GenAI adoption in design can be partially explained by traditional acceptance constructs such as usefulness and effort expectancy. Also, its adoption unfolds within a broader transformation of creative labor, in which designers increasingly shift from execution to curation of AI-generated outputs while navigating tensions over originality, autonomy, and institutional pressure to use technology. This study contributes to current discussions on digital transformation, technology adoption, and innovation in the creative industries.

Author Biographies

Kelly Dias, UFRGS - Universidade Federal do Rio Grande do Sul

PhD candidate in Production Engineering at UFRGS, holding a Master's degree in Production and Systems Engineering, specialized in Modeling, Optimization, and Simulation of Business Systems (UNISINOS). Has solid experience leading innovation projects, with a specialization in Innovation Ecosystems (UNISINOS, 2020) and an MBA in Project Management (UNISINOS, 2012). Bachelor's degree in Business Administration with an emphasis in Foreign Trade (UNISINOS, 2009). Works on strategic projects for industrial development, including the creation and management of Project Management Offices and the promotion of innovation initiatives within the industrial environment. Proven experience implementing governance systems, digital transformation, and performance indicator development, with a focus on results and operational excellence.

Bernardo Henrique Leso, UFRGS - Universidade Federal do Rio Grande do Sul

PhD and Master's degree in Production Engineering from UFRGS, with a dual degree in Production Engineering from UFRGS and the Institut Polytechnique de Grenoble (France). Recently worked with the Politecnico di Milano (Italy), conducting research and teaching in the fields of innovation, digital transformation, and artificial intelligence. Works in the areas of organizational innovation, business models, dynamic capabilities, and the adoption of emerging technologies. Has experience in applied research, higher education, and international cooperation.

Marcelo Nogueira Cortimiglia, UFRGS - Universidade Federal do Rio Grande do Sul

Marcelo Nogueira Cortimiglia is an associate professor in the Department of Production and Transportation Engineering (DEPROT) at UFRGS and a permanent faculty member of the Graduate Program in Production Engineering (PPGEP) at UFRGS, where he coordinates the Technology and Innovation Research Group. He was a member of the University Council and Chair of the Graduate Studies Chamber at UFRGS (2018-2020) and a member of the Teaching, Research, and Extension Council (CEPE) at UFRGS, where he served on the Teaching, Research, and Extension Guidelines Committee. He currently serves as Chair of the Research Chamber at UFRGS (2022-2024). He is a member of the Engineering III Area Evaluation Committee for the 2017-2020 term at CAPES.

He holds a bachelor's degree in Civil Engineering (2001) and a master's degree in Production Engineering (2004) from the Federal University of Rio Grande do Sul (UFRGS), and a PhD in Ingegneria Gestionale from the Politecnico di Milano, Italy (2010). He has experience in the field of Production Engineering, with an emphasis on Information Technologies and Systems, Innovation Management, and Technology Management. His main research interests include the following topics: emerging information technologies, strategic technology management, organizational innovation management, business models, and information and knowledge management.

His h-index on Scopus is 18 (as of 10/20/2023): https://www.scopus.com/authid/detail.uri?authorId=23093331600

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Published

2026-09-11

Issue

Vol. 21 No. 1 (2026): Proceedings of The 21st European Conference on Innovation and Entrepreneurship

Section

Academic Papers

License

Copyright (c) 2026 Marina Quijano Paiva, Kelly Dias, Bernardo Henrique Leso, Marcelo Nogueira Cortimiglia

Creative Commons License

This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.