In a world where AI can generate endless content and strategies, the true differentiator becomes how well that content is presented, how seamless the experience feels, and how effectively the brand resonates emotionally. Those are all outcomes of great design, not just functionality, efficiency or volume.
Design, in all its forms – whether it’s graphic, user experience, interface, service, or product design – relies heavily on human intuition, context, and the ability to think abstractly. AI may be able to generate functional designs or copy, but it often lacks the subtlety and deeper understanding that human designers bring to their work.
AI-generated layouts or colour schemes might “work” in a technical sense, but truly memorable and resonant design often involves storytelling, cultural insight, and an ability to break the rules – things that require a designer’s eye and shock of the new.
Design is also about problem-solving. A well-designed interface is more than just visually appealing; it’s intuitive, efficient, and makes users feel understood. While AI can assist in creating user flows, the final decision of what feels “right” or human-centred will still largely depend on designers who can empathise with the end user.
As AI continues commoditising research, strategy, and copywriting – allowing everyone to “act” as an expert – companies and individuals will increasingly need strong design skills to stand out and create meaningful connections with users.
As Dieter Rams said, “Good design is as little design as possible.” In a world increasingly flooded with AI content*, showing constraint will be important.
* As of September 2024, approximately 14% of content appearing in Google search results was AI-generated. Source: https://originality.ai/ai-content-in-google-search-results
