Gensler put AI in the design room. Now it's helping shape thousands of projects.

Imagine being able to visualize the flow of sunlight through a building's corridors, or how acoustics will behave within an office space—all before construction even starts. This is no longer a distant dream; it's a reality as architects increasingly turn to artificial intelligence (AI) as a powerful tool to enhance their design processes. Three years ago, Gensler, a prominent architecture firm, embarked on an initiative dubbed the 'AI sandbox.' This phase was characterized by a fearless exploration of generative AI, allowing the team to experiment with various applications without the pressure of immediate outcomes. 'It was a pivotal moment for us as a company,' said Jordan Goldstein, Gensler's co-CEO. 'We recognized that waiting to react to AI developments was not an option; we needed to take the lead.' Although the architecture sector has been somewhat hesitant to adopt AI, experts highlight its potential to broaden designers' horizons, facilitate clearer communication, and speed up creative processes. At Gensler, the goal has not been to replace human creativity but to enhance the firm’s capabilities. Goldstein emphasized, 'AI helps us generate more ideas and allows teams to delve deeper into their concepts more efficiently.' With approximately 3,000 projects underway each year, Gensler leverages AI across most of these initiatives. During the sandbox phase, the team experimented with various generative AI tools from different vendors, some of which have now been integrated into an in-house system. For instance, AI aids in developing design concepts, enabling architects to visualize how natural light interacts with spaces or how sound propagates throughout a building. In one notable project, the design of Under Armor's new headquarters in Baltimore, Gensler utilized AI to simulate how employees would interact with the building over a typical day. This included analyzing how occupancy would influence the building's energy efficiency and ventilation needs. Additionally, the firm has adopted RunDiffusion, an online platform for creating AI-generated visuals and videos, which was introduced to staff just six months ago. Within days, over 3,000 employees received training on the tool. The benefits of AI have been significant; Goldstein noted that it allows designers to explore a greater number of ideas and communicate their visions more effectively even before the construction phase begins. For example, prior to winning a bid for a new mixed-use district near a stadium, Gensler used AI-generated presentations to articulate their vision to the project's owner. 'The greatest breakthrough has been in storytelling,' Goldstein remarked. 'We discovered that we could transform AI-generated designs into compelling cinematic narratives.' Gensler also applied AI in the Baghdad Sustainable Forests project, using the technology to conceptualize the largest ecological development in Iraq. However, the architectural community is not without its concerns. A 2025 study by the American Institute of Architects revealed that around 90% of surveyed architects expressed apprehension regarding AI's inaccuracies, security implications, and the challenges of differentiating between AI-generated and human-made content. Jason Vigneri-Beane, an architecture professor at Pratt Institute, acknowledged that while some students are enthusiastic about AI's potential, others worry about losing their creative agency and the energy and resource implications of AI usage. He believes AI can prove beneficial in the early stages of design, primarily for experimental aesthetics. Similarly, Sabri Gokmen, an assistant professor at the University of North Carolina at Charlotte, utilizes AI for diverse purposes, from analyzing large datasets for cultural heritage preservation to assisting students in generating design images. He is particularly excited about a collaborative project aimed at developing an AI model that can create 3D geometric shapes, addressing a gap in commercial AI models. Despite the slow adoption rate of AI in the architecture industry, Gokmen remains optimistic, asserting, 'While human insight and social contracts will continue to guide design, this technology will undoubtedly pave the way for new growth opportunities.'