디자인 존재감 - AI 시대 디자인 가치의 전략적 재정의

This study asserts that the value of design is being fundamentally redefined by systemic complexity and Generative AI(GenAI). As GenAI commoditizes visual execution(Showing) and complexity creates a ‘comprehension gap’, the role of design shifts from tangible outputs to intangible strategic influence, introducing ‘Design Presence’ as a new conceptual framework. We define Design Presence as the state where design exerts influence by being embedded within an organization’s strategy and culture, beyond mere visual artifacts. Based on a Grounded Theory analysis of multiple cases from five leading global firms, this study empirically confirms that Design Presence is built through a 3-stage virtuous cycle: from ‘Showing’ to ‘Explaining’ and ‘Embedding’ within the organization's DNA. In conclusion, building Design Presence in the AI era is both a survival strategy for designers and a core imperative for organizational innovation, offering practical implications for design education.