February 2024
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Generative AI models as a design material offer a dynamic operational scope with support for varied functionality while constraining the degree of freedom software teams have in working with pre-trained models. In this work, we investigate how collaborative software teams prototype generative AI applications by engaging in prompt engineering. Unlike end-users crafting their own prompts for bespoke tasks, teams prototyping applications need to carefully align the prompt instructions with human-centered values while at the same time ensuring they support diverse users and contexts. By conducting a design study with 39 practitioners, we identified a content-centric prototyping approach. In working with content as a design material, collaborative teams applied different strategies to design and evaluate the prompts. We also identified potential challenges and pitfalls due to the high sensitivity of generative models to prompts and overreliance on example content. Finally, we contrast content-centric prototyping with prior work on human-AI design and highlight considerations for collaborative teams working on generative AI applications.