Industrial design in the age of Generative AI : insights on the sense of skill sharing in creative agencies[La conception en design à l’ère de l’IA Générative : réflexions sur le sens du partage de compétences en agence de création]

The context of this research is the convergence of professional, academic and pedagogical experiences as a designer, a teacher and a researcher. Empirical data and theoretical knowledge were crossed to answer the following hypothesis : to preserve meaning at work, if generative AI is integrated into a creative agency, then a new identification of skills and a different sharing of them must be implemented. To conceive any kind of design, a better understanding of users' expectations and needs has not changed since the advent of management sciences and human sciences in design; but the transition to generative AI renews these approaches as much as it will shake up the creative one. This reflection on design management reveals some of the impacts of GenAI for the designer, some of the modalities to be implemented in the company and the general logic for preserving meaning at work. For both the employee and the organisation, meaning at work is a key factor in the quality of working life, and thus in their respective performance. Semiotics enables the elements that contribute to the construction of meaning at work to be distributed at the right levels of relevance. Coupled with coaching, it improves the management of skills and their valorisation. These changes for companies integrating designers, will also require a change in the designer's learning path; but this part, training, is not developed here