Issue #8: AI 2 Years Later
We’re still here
We are just over two years in to this new paradigm. In that time, I’ve doubted potential coming realities, resisted change, accepted my own lack of control of the systems at hand, and fully adopted said paradigm. Yup, went through the full cycle.
We’ve been here before remember? The internet reinvented communication on a global stage; smart devices killed traditional media. Just two recent examples of how designers have had to adapt to how tech inevitably shapes our lives and businesses.
Over the last few years the observations that keep arising most for me are: How can these tools enhance my life? And, what do people want from this big experiment? Those are big questions to answer.
I’m hoping others are asking the same questions for their own practices, and I’m still waiting for more clarity and details on how it shapes my own. I have started to understand somewhat broadly what AI can mean for my own design practice, and some potential advantages and disadvantages to be aware of as we press forward. Here they are.
Taste Means More Now
Prompt-to-creative experiences are getting better as AI excels, but right now they are mostly utter trash. Automation will create a giant mess of broken templates, bland/unbranded experiences created by corporate machines, and anti-design clutter that is indistinguishable from any other business in the same category. Brands who want to stand out and excel, will still need brand specialists, creative direction, and curation. There will be a deep bifurcation between those who care about design and presentation, and those who do not. Brands that want to stand out and invest in their vision will win.
The Curator
Maybe designers will call ourselves curators in the AI age? As systems take over much of the “doing”, this provides space for us to focus on curation rather than execution. The tools we use to do our jobs have constantly changed though out history, how is this any different? (If survival were at stake, would you rather hunt wild game with a rifle, or an atlatl?)
We’ll no longer be hired for our experience in “making”, but for our risk taking, our POV, our taste, creativity, agility, and commitment to pushing through all the mess. Isn’t that what we always wanted anyway?
The rise of AI doesn’t have to result in role elimination for all of us, but it will certainly mean role adjustment. Perhaps there won’t necessarily be less work for designers, but different work with the goal of meeting new requirements.
The Bad and the Ugly
So far, image and video creation has suffered most of the initial brunt from the AI bulldozer. The commerce of photography, videography, and illustration will never be the same, unfortunately. Only the top 10% in quality of image creators will outlast the AI revolution due to excellence, reputations, influence, etc. Sharpening the pencil will be key to survival.
Engineering is also being threatened, as we see agentic systems start to take over much of that workload. Writers are also taking the hit in their own way.
From my POV, traditionalist graphic design or even identity design, feels similar to the task of an orchestrator. Having the skills to handle many moving parts at once- strategy, ideation, planning, execution, subcontracting, project management- has thus far saved my skin, and is fortunately one of the reasons I enjoy and excel in my role. For marketing and product managers who are not inherently creative, the gap is still too far of a leap without a creative orchestrator in place. Though the day may soon come where AI can bridge that gap for them.
Fractional Players
After the dust settles, if industry does indeed shed a significant amount of permanent creative roles (as leaders predict), I think we’ll see an increase in fractional team members and an uptick in the amount of contractors, independents, or freelancers. These are people who are agile experts, who don’t add a lot of overhead, who are trusted in their creative networks, and can be tapped as talented resources when needed and put back in the rolodex when not. Individual contributors that are already focused on this type of business strategy will be at an advantage.
Financial Outcomes
They said AI would come for my job. Yet, when looking at my business proceeds for 2025 so far, AI-native brands are paying my bills more than any other source. Here are the numbers:
% of yearly income:
2023: 0%
2024: 35%
2025: 78%
Is this just irony? I don’t think so. Rather, this is analogous to what my business model experienced when the media downturn happened- just new money from new sources. I count that as a win. I can see a case for total AI replacement in the extra super long game, but these numbers are presently undeniable evidence that the AI age might not be so bad for those willing to adopt.
Personal Augmentation
Absorb the zeitgeist. Contribute to it. There are super fun tools out there to mess around with and learn, explore and absorb. Don’t miss out on the opportunity to have some fun while we’re all still figuring out what in the F is actually going on and what it means. Being an early adopter often means a competitive edge.
I’ve been using ChatGPT and Midjourney for what feels like a while now; to speed up research, draft content, sketch ideas, and mine data quicker. These tools get better with each release, and the biggest benefit I get from these two products personally, is that they lift a certain type of cognitive load off my shoulders and allow me to think more clearly, have less distractions, less context switching, less rabbit holes to get lost in. They facilitate processes that allow me to focus on what I choose to each day.
Start Now, It’s Not Too Late
We are at the very beginning of the revolution. It’s not too late to learn, get up to speed, get on board. I found this NYT article from Christoph Niemann (who is a legend in the editorial illustration space) to be insightful and hold a lot of hope and aspiration for creatives- especially those in his field. The AI revolution has essentially forced Niemann to ask himself the most important question of all: Why do I make art?
He’s found his own path to the answer, and ultimately comes out of his internal dialog with a new path forward to success. Something I wish for everyone.
Thanks for following along!
B
Work Update: New Client Afresh
Afresh Technologies is an an AI-driven software company redesigning the way fresh food performs at groceries around the country. Among many product innovations, they offer a one-of-a-kind Fresh Operating System which generates intelligent order recommendations that increase sales for stores, while reducing carbon emission and water waste. I’m continually thankful and energized by the opportunity to collaborate on projects with such inspiring and bold brands like Afresh.
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