AI in Design: Friend or enemy?

You can no longer ignore it, whether you want to or not. (Well, technically you can, but if you ask me, you would only be holding yourself back). I am talking about the use of AI in the work of a designer.

Some designers see it as a threat, while others see it as a miracle tool. Personally, I see both sides. AI can make our work easier and even more enjoyable, but it also requires a critical perspective.

AI as an Accelerator, not a Replacement

AI helps me with the tasks that normally take a lot of time. Think of rewriting texts, translations, creating variations, or cleaning up images. Where I used to spend endless hours adjusting tiny details, I can now delegate much of that. This means I have more space to focus on the bigger questions such as concept development, strategy, and the creative decisions that truly make a brand stand out.

“AI does not replace creativity, it creates more room for it.”

The Dark Side

Of course, there is also another side. Apart from the fact that AI often struggles in amusing ways when generating hands, feet, or human movement (if you want a laugh, just search YouTube for Gymnastics made by using AI), there is also the issue of originality. The more people use the same tools, the greater the chance that results start to look alike. Originality may suffer because of this. And AI can sometimes feel a bit cold. It lacks the human insight that is necessary to truly translate emotion, brand identity, and audience into design.

Both Friend and Enemy

For me, AI is not a true friend, but it is not an enemy either. It is a tool. If you use it wisely, it speeds up processes and creates more room for creativity. In the end, it is always the designer who sets the direction, adds nuance, and decides whether a design truly makes an impact.

My Conclusion

I believe AI can enrich our work as graphic designers, as long as we treat it as an addition and not a replacement. It is up to us to find the right balance between technology and creativity.

And you? Do you see AI as an opportunity, or do you approach it with caution? I would love to hear how you experience it in your own work.

Elsje van de Kraats - Author

Elsje van de Kraats is Senior UX/UI Designer at Infodation with 13+ years of experience in the IT sector, specializing in brand identity, high-impact graphic concepts, and translating complex challenges into clear and compelling visual solutions.

Add me on LinkedIn: https://www.linkedin.com/in/elsjevandekraats/