생성형 인공지능 도입에 따른 디자이너 직무 변화와 직업 인식의 재구성

This study explores the impact of Generative AI advancements on the job roles and perceptions of designers within companies. As part of the Fourth Industrial Revolution, Generative AI introduces revolutionary business models through digital platforms and crowd sourcing, significantly transforming the labor market. The emergence of text-generating AI such as ChatGPT and image-generating AI like DALL·E and MidJourney has profoundly affected traditional designer roles. This research examines how the introduction of Generative AI influences designers' job roles and their perceptions, and analyzes the impact on job insecurity, social identity, job performance, and organizational proactivity. A survey was conducted to collect data, and Structural Equation Modeling (SEM) was employed for analysis. The findings indicate that the adoption of Generative AI increases job insecurity among designers, which negatively affects their social identity and job performance. This study contributes to understanding the changing work environment for designers and proposes job design and human resource management strategies for the Generative AI era.