OPINION: Artificial Intelligence (AI) is no longer a futuristic concept – it’s here, and it’s already transforming industries, including design. Whether you’re all for it, sceptical, or still figuring out where it fits into your workflow, one thing is clear: AI is making waves. For designers and creatives, this shift raises important questions. Do we embrace AI as a tool to enhance our work, or do we fear it might undermine our creative autonomy?

At Stanley St, we’ve been exploring how AI is reshaping the creative industries, particularly through Generative AI (GenAI). This branch of AI is what’s truly impacting design, enabling the creation of new content – images, layouts, and entire concepts – based on data inputs. GenAI is undeniably powerful, but like any tool, it has its limitations. Designers need to not only adapt to these new technologies but also understand where they excel and where the human touch remains irreplaceable.

GenAI: Your Creative Sidekick (Not Your Replacement)

First off, GenAI isn’t here to steal your design job – at least, not if you’re smart about it. AI enhances creativity rather than replacing it. Think of AI as your creative sidekick, like Robin to your Batman. It gives you superpowers, the ability to perform faster by turning time-consuming tasks like clear-cutting into something that can now be done with the click of a button.

I remember a time when we’d joke with our client service team, saying things like, “I’d love to do that for you, but you’re aware Photoshop doesn’t have a ‘Please design this for me now’ button, right?” Fast forward to today – we now have a button that can instantly create a design.

And it’s not just design either. Creatives also have the power to generate thought-starters for ideation, storyboarding, and copywriting. The ability to research anything and discover everything. GenAI has made all of this easily accessible and fast.

At Stanley St, we’ve made GenAI available to everyone, providing constant support when and where it’s needed. But does this mean AI is doing the hard work? Absolutely not. The real decisions – the ones that require creative insight – are still made by us, the designers and creatives.

The AI Balancing Act: Integrate Without Losing Control

Here’s where things get tricky. As designers, we need to understand GenAI’s capabilities, its limits, and where we need to draw the line. GenAI can open up new creative possibilities, but it’s essential that we retain creative control. The danger lies in using GenAI for the sake of using it – and that’s a problem. When a tool is made to be this easy, it becomes harder to step in as decision-makers and know when to take control.

At Stanley St, we embrace AI as a tool, but we ensure the final decisions remain firmly in human hands.

Transparency: Just Don’t Try to Fool Anyone

With GenAI comes a new challenge – transparency. Designers and brands must be upfront about when and how GenAI is used. Now, no one expects you to disclose every little GenAI tweak (like extending a background), but if GenAI has played a major role in the creative process, it’s wise to let people know. Audiences are more informed than ever, and they appreciate the honesty. Hiding GenAI’s involvement could lead them to question the authenticity of your work – and that’s a risk you don’t want to take.

Read more: Adobe says Asia and Pacific businesses lead in global AI rollout

The Ethics of GenAI in Design: It’s Still Our Call

There’s a lot of talk about GenAI and ethics, whether it’s about bias in algorithms or the need for inclusivity in AI-generated content. These are legitimate concerns, and companies like OpenAI and Google are working on them. But let’s be clear – GenAI is still just a tool. The responsibility for inclusivity, diversity, and ethical design remains with us, the humans. It’s up to designers and decision-makers to ensure that the content created is respectful, inclusive, and reflective of diverse audiences.

We take these ethical considerations seriously. GenAI can assist with the technical stuff, but when it comes to things like tone, message, and ensuring inclusivity, it’s still very much a human task. GenAI can suggest, but we decide.

GenAI and the Democratisation of Design: A Blessing and a Curse

One of the biggest impacts of GenAI is how it’s democratising design. Platforms like Canva are giving everyone – from small businesses to your neighbour – the tools to create professional-looking designs. That’s great for those who need quick, budget-friendly solutions. But here’s the catch: the barriers to truly great design are still high. AI might help create a passable logo or social post, but it’s not going to deliver the craft and nuance that comes from years of experience.

For larger brands, this distinction matters. Canva might be handy for start-ups, but when you’re playing at a certain level, you need more than just a quick fix. Exceptional design still requires a trained eye, and that’s not something GenAI can fully replicate – at least, not yet.

The Future: Collaboration Between Human Designers and GenAI

The future of design and creativity isn’t about choosing between humans and GenAI – it’s about collaboration. GenAI is fantastic at generating ideas and possibilities, but it takes a designer’s insight to refine those ideas into something special. At Stanley St, we’ve used GenAI to explore creative directions, but it’s always our designers and creatives who take those initial AI-generated concepts and turn them into work that resonates with audiences.

What’s Next?

Looking ahead, GenAI – and AI in general – will continue to evolve, likely taking on more creative tasks. But no matter how advanced it gets, the human touch will always be key. As designers and creatives, we need to stay curious, keep learning, and embrace the changes AI brings – but always ensure we’re the ones in control of the creative process.

In short, GenAI is a tool that helps unlock creativity, not a threat to it. While it might take some of the grunt work off your plate and open you up to more discovery, it’s up to you to ensure your designs remain authentic, thoughtful, and – most importantly – human.