The rapid development of generative AI (GenAI) tools has sparked interest and uncertainty within design agencies. This action-oriented
research explores how design agencies can effectively adopt AI by addressing current needs, anticipating future developments, and
aligning implementation with company culture. Through interviews, questionnaires, focus groups, and experimentation, key adoption
factors were identified, including AI understanding, tool discoverability, output quality, and cost. Three designer personas illustrate
different attitudes toward adoption. The results show the value of sharing success stories, peer learning, and open communication in
fostering AI literacy and implementation. While GenAI tools are not fully mature yet, this study highlights how shared exploration and a
safe learning culture support the grow of practical use cases. Ethical concerns such as data safety, creativity, and explainability remain
essential considerations. The research offers practical guidance for supporting AI adoption tailored to the design process.