How Artificial Intelligence Is Transforming The Design Space
By Joaquin Cuenca, CEO & Co-founder of Freepik.
The rise of artificial intelligence (AI) is transforming every aspect of our lives, graphic design is no exception. The rise of generative AI (genAI) is leaving many fearing for the future of their jobs. But many are adapting to these new technologies and those that are using AI as sidekicks and powerful tools to enhance their creative work are already winning in the AI game.
AI is here to revolutionize the way designers create, collaborate, and innovate. Gone are the days of tedious long work that once required copious hours of labor done by teams made up of many. Teams that required photo editors, layout designers, and visual storytellers can accomplish the same (if not better) quality work in a fraction of the time.
Designers of the future are implementing AI tools to handle more than just the tedious tasks, they are using genAI throughout their entire creative process to enhance their entire design trajectory from the first step to the last. AI, much like the implementation of the internet, is becoming the great equalizer. New technology promises to shake up the way brands create creative campaigns. This means designers need to think of a way to fit into these new spaces.
With the help of genAI, even the smallest teams can produce award winning work. Some say AI is lowering the barrier to entry, I believe AI is democratizing the creative space.
AI will forever change the way the human interacts with the creativity process. But in the end AI needs a human touch to create campaigns that resonate with an audience.
We recently hosted Upscale Conf in Malaga, an event that gave creatives a voice inside the AI narrative. Seeing the interaction of how AI and the creative have started to coexist was a powerful visual for what is to come. Here are a few key takeaways:
AI is a tool, not a replacement.
Creatives are afraid of being replaced with AI. In reality, the common thread at Upscale was the need of AI to have a human touch. Conversations like those headed by Marina Pedroza, Nataliya Grimberg and Mike Ramos showcased how artists across various industries and disciplines are using AI to enhance their work.
While AI can create quantity, in a more effective way at the core of its success is the ability to create quality work lies in the actual human. In essence, AI is only as powerful as the designer behind it.
Artificial intelligence will not replace the designer, its role is to augment the creative’s ability and expand their capabilities.
AI tools like Freepik allow designers to generate hundreds of custom assets in minutes, what once took hours, days or weeks can be cut down to a fraction of the time and cost.
“AI can help you create more quickly, but the core ideas, the innovative thinking, still come from the human mind,” says Mike Ramos, Art Director with 30 years of experience.
AI is the great equalizer.
In the past great design work came with a price tag. Campaigns up until now were built on the premise that includes long photoshoots, days of editing on costly software, followed by a team for post production.
Today, with the help of genAI, the small designer is now the powerhouse. Without the need to back award-winning creative work with cost campaign budgets, the small agency or independent creative can compete at the level of large agencies.
AI also lets small brands compete creatively with heavy hitters that are spending heavily across all of their creative channels.
AI will require the strategy of a creative.
Technology will democratize the graphic design sector. The traditional agency model will change.
AI will ultimately lower the barrier of entry for designers. Those with years of experience can see their work absorbed by new talent who better manages new tech in the sector. However, good design will need creativity.
Great campaigns will need strategy, creative concepts and a clear brand vision.
AI can handle the tedious and laborious tasks of generating assets and refining visuals. However, AI will not replace the designer’s eye. Good campaigns will still need an emphasis on detail, intuition, and creativity.
With AI, strategy is more important than ever. While AI can create and generate a variety of design assets like logos, typography and more, brand identity goes beyond those aesthetics. Good branding is, and will remain, about crafting design that connects not just visually but also emotionally with the audience. AI can’t accomplish that without a good creative behind it.
AI will forever disrupt the workflow for design studios and freelancers alike.
It’s no secret that AI will forever disrupt the way design studios and freelancers work. These tools promise to make design work faster, more affordable, and promises to make small agencies more scalable.
All of these factors will ultimately level the playing field.
A look forward: technology will forge a hybrid in the world of design.
One thing is clear: technology will not replace but smart designers will use it to empower their work.
AI will continue to shape the way forward for graphic designers. Those that stay behind and don’t take this moment as an opportunity to educate themselves and enhance their abilities will in no doubt be left behind.
But those who adapt and learn to incorporate AI will in no doubt expand their limits and reach.
One thing that resonated across Upscale Conf was the idea that good design will always need an artist’s mind to craft it.
AI will democratize design, that is true. It is also creating a world of opportunity.
The future of powerful design is now open, not only to those who can afford it but to anyone who can dream it. Sure, these can be confusing times. But early adapters already use technology to blend and enhance their artistry. Graphic designers are already using this to push the boundaries of what is even possible.
AI’s early speed of adaptation means the future is already here.
