Design Management in Industry 5.0: Synergy of AI, Humans, and Machines

Design management in Industry 5.0 faces a persistent gap due to fragmented conceptualizations that treat AI, human creativity, and machine capabilities as largely separate elements, limiting their effective integration within complex socio-technical systems. Addressing this gap, the present study develops and empirically validates a Design Management Model grounded in human-centered, ethical, and sustainability-oriented principles, framing design management as an adaptive and relational system rather than a linear or technology-driven process. Departing from the automation-oriented logic of Industry 4.0, the study adopts an augmented cognition perspective in which AI functions as a collaborative partner supporting, rather than replacing, human judgment. A sequential mixed-methods approach was employed, integrating systematic literature review, qualitative content analysis, expert evaluation, and Structural Equation Modeling (SEM) based on data from 316 participants, followed by empirical examination in two service-oriented case contexts, namely tourism/hospitality and healthcare services. The findings identify and validate six interrelated domains and demonstrate that Human–AI–Machine Synergy plays a central role in shaping design outcomes. More specifically, the results show that effective design management in Industry 5.0 depends on the coordinated interaction between cognitive processes, technological infrastructures, and organizational strategies, rather than on isolated technological advancement. Empirical applications further illustrate how the model supports ethically guided AI integration, enhances adaptive decision-making, and improves experience-oriented innovation across different contexts. By providing a validated structural framework that connects previously disjointed elements, this study contributes a clearer operational understanding of how human–AI collaboration can be embedded within design management practices in Industry 5.0.