AI for Creativity: A GenAI-Based Approach for Early Concept Design and Its Impact on Senior Architects

Senior architects are pivotal in shaping architectural projects, yet integrating Generative AI (GenAI) into their workflows presents notable challenges. A formative study (N=11) identified key pain points in their early concept design process. To address these, we developed EarlyArchi, a GenAI-driven system supporting automated concept generation and evaluation. In a within-subject study (N=13), participants used EarlyArchi for early-stage design tasks. Results showed enhanced perceived creativity, improved design competency, and more efficient ideation. However, concerns emerged regarding controllability and domain-specific accuracy, highlighting the need for features that preserve professional autonomy and trust. Further analysis revealed three GenAI involvement modes—fully AI-driven, GenAI-led, and human-led—emphasizing the importance of adaptive role allocation in balancing creative exploration with expert leadership. These findings offer insights into supporting senior architects through GenAI while identifying key considerations for designing future human–AI co-creation systems.