AI Can Create. But Can It Design?
From a Designer’s Perspective
Creation vs. Design
As AI spreads across industries, it is reshaping workplaces. AI can generate many outputs, but can it intentionally design an effective result? AI excels at creation, producing text, images, and video in seconds. But can it match designers in delivering intentional results? I would say no.
Creation and design are often treated as the same, but although intertwined, they differ. AI can quickly produce outputs, yet it often lacks the scope and design intent needed to fit a company. People begin with a clear goal and shape the work to achieve an impactful result tailored to the client.
Understanding the Brand Behind the Design
When using AI to create, it is normal to try and give an in-depth prompt to get the most optimal result. One of the drawbacks to this is not having the human intuition to design based on many factors that have to do with the client. These include the intended audience you want to reach, what emotions the design should evoke, what makes the brand stand out from its competitors, and how it fits the overall brand identity. AI also struggles with knowing how to capture attention in the respective market, what information is the most important, and where it should point the viewers’ attention. When it comes to the design process, AI lacks the experienced knowledge a person would have when starting a project.
Originality vs. Pattern Recognition
Another drawback to using AI is the originality of human ideas. AI uses the internet to search through relevant designs and compare it to the prompt, trying to make a design based on already completed projects. Even when you get an acceptable result from AI, you should consider the following:
· Did this result come from an existing project which is already in use by a different company?
· Does it truly embody the intended result that your company is looking for?
Collaboration and Iteration
The most important part of completing a project is the collaboration with all parties involved, whether that is different departments of the company you work for or the clients themselves. When interacting with AI, you can talk back and forth and make multiple iterations of the project you are trying to complete, but is there true collaboration? I don’t think so. People can collaborate and go through iterations based on personal feelings. Questions can be asked that most AI platforms would never consider. In many cases, someone will give feedback that you may have never considered and can completely change how the project is completed.
AI as a Tool, Not a Replacement
While human ideas and intuition are one of the biggest parts of the design process, AI can be helpful in many ways and has plenty of uses. The best use of AI is to brainstorm ideas, make early concepts, and explore visual directions. Not only is it used to see different ideas, but it also vastly speeds up the workflow. AI is great at creating many concepts, but human creativity, strategy, and intuition are what turn creation into design.