In the past year, generative AI has made significant leaps, making it more accessible, helpful, and known to the broader public. This technology promises to change how we work, automating repetitive tasks, generating content, and assisting in problem-solving scenarios easier. This research explores how implementing this new technology will influence the strategic design process and how strategic designers should adapt to get the most out of the technology. As a result, a guidebook has been written, educating designers on how to use generative AI during the creative process.

The literature review gathers a thorough understanding of the strategic design process and the limitations and capabilities of current generative AI. With this understanding, different activities from the process are tested while using generative AI during the activities. From qualitative insights gained through reflections with respondents, insights are gathered on how the role of the strategic designer might change, how the strategic design process might change, and how to use generative AI effectively during the creative process.

The study found that the strategic design process will be infused with AI-stimulated creativity, resulting in potentially more innovative outcomes. To use AI effectively, it is best to use it in a hybrid approach, using AI one-on-one and taking the results gained with AI to discuss with other stakeholders without AI. Because of the limitations of generative AI, such as bias and false information, there is an increased need for human oversight during the process.

New strategic designers will be able to use generative AI as a catalyst during their workflow rather than as a way to automate the whole process. Designers should always check and iterate AI-enabled results, making them the ethical gatekeepers of the process. They are facilitators guiding other stakeholders on using generative AI to co-create with them while doing it effectively and ethically. To do so, designers' skillsets need to expand, highlighting the importance of education on using generative AI, including prompting techniques, approaches, and principles.

A separate guidebook gathers insights on how to use AI effectively, serving as a guide for designers who want to use generative AI during their creative process.