Craft Over Convenience: Design in the Age of AI

It feels like everyone has been sharing their opinions on AI and what they think about it. So I thought I'd share mine too.

We've all had our Terminator 2 thoughts about AI (epic film by the way) and the slow but steady takeover of humanity supposedly being underway. However, AI has proven itself to be an incredibly useful tool when used appropriately. For any creatives out there, we've all had our fun, haven't we? Using platforms like Higgsfield, Kling, Gemini and ChatGPT to generate our friends into ridiculous situations just for a laugh.

However, the integration of AI features into Adobe has genuinely been game changing. I remember using the clone stamp tool to death in Photoshop, painstakingly extending images just to squeeze out that extra bit of sky or road for a campaign photo. Ah, the good old days. What would have taken twenty minutes of careful editing can now be done in seconds. Today, you can simply select an area, extend it in any direction and hit Generate without even needing a prompt. Three options appear almost instantly. It genuinely puts some of my previous efforts to shame.

As someone who spends a large portion of their day designing, I can absolutely appreciate the efficiency AI brings to certain tasks. It removes a lot of the repetitive work and allows me to spend more time focusing on the bigger creative challenges. In that sense, I see AI as a useful assistant rather than a replacement.

AI Slop Is NOT a Replacement for Creative Genius

Despite AI's huge presence in the world today, one thing I firmly believe is that it is not replacing human creativity anytime soon.

Yes, AI has made parts of the design process faster and easier, but it cannot replicate the depth, thought and emotion that comes from lived experience. Our experiences, memories, relationships and emotions are what connect us as people. They're also what allow us to create meaningful campaigns, memorable brands and engaging design experiences.

When I look at some of the most impactful creative work I've seen over the years, it's never been the technical execution alone that made it memorable. It was the story behind it. The feeling it created. The way it connected with people.

I remember being in college and spending hours discussing work that inspired me. One campaign I always admired was John Lewis' Christmas advertising. The Man on the Moon advert in particular brought out a real sense of emotion through its beautifully crafted storytelling and the haunting adaptation of Oasis' Half the World Away, performed by Aurora. I remember watching it and thinking, "Wow, that's powerful."

I can't believe that was in 2015. Wow, I'm getting old.

Could AI have created something visually similar? Perhaps. But could it have understood why that story resonated so deeply with millions of people? I'm not so sure.

But I digress. While AI is undoubtedly here to stay, I believe it should only be used where it genuinely adds value. Extending an image in Photoshop. Generating some early naming ideas. Helping overcome creative blocks. These are all great uses of the technology. What I don't think we should do is become reliant on it. Explore Pinterest. Visit galleries. Read books. Watch films. Pick up a pencil and sketchpad. Have conversations. Use your noggin. Get inspired by the world around you. Creativity doesn't come from a prompt box. It comes from curiosity, observation and experience.

AI will be here long after us, so make sure you're still using all of your own creativity while you're here. Graphic design is a craft, a skill, not just a way to make something "look pretty", but a way to make people feel, think and engage.

Make your mark. Design your dreams.