Reimagining Cross-Functional Design in the Age of AI : A Preliminary Investigation

Abstract

Being cross-functional in design work can enable effective innovation, though the relevance of ‘being cross-functional’ and the related concept of ‘T-shaped’ individuals could potentially change in the age of artificial intelligence (AI). Reporting results of interviews with design managers, we explore what being cross-functional means for design, the benefits and challenges inherent in cross-functional design work, and AI’s possible impact on the nature of being cross-functional during design activities. Manager responses emphasized the importance of being cross-functional in design work. Noted challenges of cross-functional work include conflicting priorities, differing opinions, unclear roles, loss of design influence, multitasking pressure, and personality differences. Noted benefits include broader viewpoint, creativity versus practicality balance, healthy tension, diverse perspectives, early issue identification, and well-rounded solutions. Regarding the effects of AI, the transformation of cross-functional work by automating routine tasks and enabling deeper data-driven insights is foreseen, but there is disagreement on the degree of change. Some see a shift in the cognitive burden on individuals, allowing them to focus more on creative and integrative tasks, others not so much. All agree that AI tools offer significant opportunities for synthesizing information and managing mundane project management tasks. Managerial and research implications are suggested.