A comparative analysis of generative AI adoption among design professionals in China and the United Kingdom: a UTAUT perspective

Why this matters for everyday creativity at work

Generative AI tools like image generators and chatbots are rapidly entering creative workplaces, from design studios to marketing teams. Yet not all professionals embrace them in the same way. This study asks a simple but timely question: how do designers in China and the United Kingdom feel about generative AI, what drives them to use it—or avoid it—and how do national conditions such as access to technology shape those choices?

How designers are already using new AI helpers

Generative AI can now suggest layouts, draft illustrations, prototype products, and even simulate how users might react to a design. For designers, that means help with brainstorming, sketching, visual exploration, and checking whether ideas are likely to work. The authors surveyed 607 working designers, 233 in China and 374 in the UK, all with real experience using generative AI in their jobs. The goal was not to judge the technology itself, but to understand designers’ attitudes: do they think these tools actually help their work, do friends and colleagues encourage their use, and do they trust the results enough to rely on them?

What the study measured about attitudes and habits

To make sense of these answers, the researchers used a well-known framework from technology research that looks at why people accept or reject new tools. They focused on how strongly designers believed AI would improve their performance, how easy it felt to use, how much social pressure they sensed from peers and bosses, and whether they had the skills and resources to work with it. They also added three extra ingredients that are especially important in creative fields: trust in AI, resistance to change, and how easily companies provide access to powerful AI systems and infrastructure. Finally, they linked all of this to what designers actually do: how often they bring generative AI into their day-to-day projects.

Shared patterns: benefits, peer pressure, and worry about change

Across both countries, several clear patterns emerged. Designers who believed AI would genuinely make their work better were more likely to say they intended to keep using it, and those intentions translated into real use. Social circles mattered too: when colleagues, clients, or managers seemed to expect AI use, designers were more inclined to adopt it, especially in team-based environments. At the same time, a strong reluctance to change—fears about losing creative control, concerns over originality, or discomfort with opaque algorithms—pulled in the opposite direction and reduced the desire to use AI. Surprisingly, how easy the tools felt to use, and whether individual designers thought they personally had enough knowledge and support, did not strongly sway intentions. Many professionals appear willing to invest effort in learning complex tools if they see a clear creative payoff.

Key differences between China and the UK

Behind these broad similarities, national context made an important difference. In the UK, trust in AI emerged as a major factor: designers who felt that AI systems were reliable, safe, and aligned with professional values were much more likely to intend to use them. Because UK designers have broad, long-term access to leading global platforms, they can develop stable opinions about which systems they trust and why. In China, where access to many international tools is restricted and domestic platforms are still evolving, trust had little direct impact on intentions. Instead, company-level access to technology played a special role. When organisations did not provide strong AI infrastructure or official support, designers leaned more heavily on social cues—watching what peers did, learning from professional communities, and being influenced by informal networks. Intentions also translated more strongly into frequent use in the UK than in China, suggesting that British designers can more easily act on their preferences once they decide to embrace the tools.

What this means for the future of design work

The study concludes that there is no single recipe for successful generative AI adoption in creative professions. In both countries, designers are most persuaded by clear benefits to the quality and impact of their work, encouragement and example from peers, and reassurance that their creative identity will not be threatened. But the broader environment changes how these forces play out: in the UK, building trustworthy, transparent tools is crucial, while in China, improving organisational access and supporting designer communities may matter more. For a layperson, the takeaway is straightforward: generative AI will shape the future of design, but how fast and in what way depends not just on the technology itself, but on people’s beliefs, workplace culture, and the digital landscape of each country.

Citation: Fang, C., Zhang, M., Khiatani, P.V. et al. A comparative analysis of generative AI adoption among design professionals in China and the United Kingdom: a UTAUT perspective. Humanit Soc Sci Commun 13, 411 (2026). https://doi.org/10.1057/s41599-026-06796-x

Keywords: generative AI in design, technology adoption, creative industries, cross-national comparison, designer attitudes