Invited Talk #3 by Hwajung Hong: Beyond the Average - Orchestrating Human-AI Co-Creativity in Industrial Design

Generative AI presents a paradox for industrial design. It rapidly surpasses average human ideation but falls short of top-tier creative excellence. Growing reliance on these tools causes cognitive debt, homogenized outputs, and severe design fixation. Furthermore, in Human Multi-Agent Teams, fully autonomous AI systems often spiral into unproductive loops due to their inability to make subjective value judgments. To overcome this, this talk proposes two fundamental shifts. First, transitioning from delegation to orchestration allows designers to break these loops by commanding specialized agents grounded in human subjective judgment. Second, introducing intentional friction, such as casting the AI as a naive mentee, provokes critical thinking rather than bypassing it. Embracing these imperfect interactions prevents design fixation and ensures humans steer the creative process with distinct philosophical intent.