In the ever-evolving world of graphic design, change is the only constant. Over the past two decades, I’ve witnessed first-hand the transition from analog to digital, the advent of vector graphics, and the explosion of online design platforms such as Canva.
But nothing has sparked as much debate or excitement as the continuing rise of generative AI. However, as an experienced designer who has spent years working on a range of brands and businesses, crafting unique designs, I believe it’s essential to understand the limits these tools have and recognise the irreplaceable value of human input.
If I may say so myself!
The allure of generative AI
Let’s start with the appeal. Generative AI tools promise efficiency and convenience – of course that’s tempting, I understand that. With a few clicks, you can generate multiple versions of a logo, a poster, or even a complex website design.
They can mimic various styles and adapt to specific guidelines, and for many this represents a ‘quantum leap’ in design – providing quick solutions that are both cost-effective and scalable.
There’s no denying that generative AI can handle repetitive tasks and do a lot of heavy lifting. And we’ve played around a lot this year in the design team at Mobas. With the speed things are moving, we’d be mad not to!
The myth of creativity on demand
Sounds good, right? But here’s where things take a turn.
While AI can churn out designs at an impressive rate, it operates within the confines of pre-existing data and patterns.
True creativity, on the other hand, is not about regurgitating what’s already been done; it’s about creating something new, adapting and making connections that aren’t immediately obvious, infusing a piece of work with the audience-focused research and insights we’ve gathered as an agency team.
Generative AI can mimic styles, but it cannot create new ones. This is because it lacks the human touch, the ability to feel, to empathise with different audiences’ POVs, and to use that creative freedom to get innovative.
At any level, creativity is not just a process; it’s an experience shaped by our individual and collective histories, cultures, and emotions, partnered with the insights from working with our clients.
Innovation beyond algorithms
Innovation in design often comes from breaking the rules, taking risks, using humour, or making mistakes – none of which are strong suits of AI. Algorithms thrive on patterns and predictability.
They can optimise a design for usability or aesthetics based on existing knowledge, but they can’t anticipate the next big trend, get true inspiration, or use sarcasm or wordplay in the same way as a human designer would.
Inspiration comes deep from a deep dive into a client’s brand story to uncover a unique angle or a quick sketch that sparked a great idea – these are experiences that no AI can replicate.
The future of design: A hybrid approach
So, where does this leave us in the age of AI?
I believe the future of design lies in a harmonious blend of human creativity and technological advancement. Thinking back to how much PhotoShop has evolved through the years, it is always about the two working together in tandem.
Generative AI can serve as a powerful tool that complements rather than replaces the human mind. It can handle the heavy lifting of repetitive tasks, provide data-driven insights, and even offer initial inspiration through new permutations and combinations of existing designs.
I, and my colleagues at Mobas, see AI as another tool to be used alongside the other programmes we use, many of which are updating with AI/machine learning aspects all the time.
As designers, our role will evolve. We’ll leverage AI to enhance our creative process, but the spark of innovation – the ideas that truly change the game – will continue to come from us. After all, design is about more than just creating visually appealing products; it’s about crafting experiences that resonate on a deeply human level.
While generative AI is a remarkable advancement with the potential to transform the design landscape, it is not a substitute for the creative mind of a human designer – now, or ever.
You can take a look at our Creative page for more of our design work.
