Knowing artificial intelligence (AI) can generate visuals in seconds, it’s natural to start to question the role of human designers. AI tools, after all, can quickly create imagery, remove backgrounds, and even swap colors with remarkable precision and speed. Many design professionals, including us, have adopted AI-based tools to streamline certain tasks – however, even with the convenience and innovation AI brings, human designers remain irreplaceable.

Their role extends far beyond simply producing an image — designers are the architects of brand identity, visual storytelling, and artistic reasoning. AI may be a powerful tool, but it still requires the touch of a true designer to transform pixels into purpose.

The heart and soul of a design come from the designer’s thought process, the inspiration they draw from, and the decisions they make based on the needs of the brand.

To clarify, while AI brings speed and relative versatility, there are inherent challenges in relying too heavily on AI-generated imagery. One commonly-cited issue is the inconsistency in quality and relevance – AI may produce stunning visuals, but these images can often lack the depth, intention, and context that a human designer brings to the table. For example, a logo generated by AI might look aesthetically pleasing, but it could miss the underlying story, symbolism, or connection to the brand’s core values.

In addition, AI-generated imagery tends to draw from existing patterns, styles, and data. This means that many of these designs can feel derivative or repetitive, as they’re based on algorithms trained on previous works. True originality, the kind that sets brands apart in competitive markets, is difficult to achieve without a human touch guiding the creative process.

According to a recent study by CopyLeaks, nearly 60% of AI-generated content currently online contains some form of potential copyright infringement or plagiarism.

Moreover, AI does not have the ability to empathize with a brand’s audience or consider cultural, emotional, or psychological implications when creating a design. A skilled designer, on the other hand, thinks through these factors with every choice they make, ensuring that the final product resonates deeply with the target audience.

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While AI can be useful for early ideation and planning, it is largely too disconnected, derivative, and inconsistent for more complex applications.

Designers do more than create aesthetically pleasing images—they are problem solvers, brand storytellers, and strategic thinkers. While AI can assist in the creation process, it cannot replace the critical thinking, intuition, and deep understanding of human behavior that designers bring to their work. A logo, for instance, isn’t just about how it looks. It’s about how it makes people feel, the message it conveys, and its role in shaping a brand’s identity. These are nuanced, human elements that AI cannot fully grasp.

Brand development is a perfect example where designers shine and AI falls short. Designers are responsible for creating strict standards and visual guidelines that ensure consistency across all touchpoints.

In terms of brand standards, effective campaigns can be implemented with the help of AI, but it’s the designer’s vision and expertise that determine the rules in the first place. A strong visual identity, crafted by a designer, provides clarity for future use, making it easier for AI or other tools to maintain consistency. Without the foundational work of designers, brands would lack coherence and meaning.

At its core, AI is a tool—one that can be wielded effectively by designers, but not a replacement for their creativity. Designers use AI to enhance their capabilities, much like a photographer might use editing software to refine their images. The heart and soul of a design come from the designer’s thought process, the inspiration they draw from, and the decisions they make based on the needs of the brand.

A designer using integrated AI tools to remove the background from an image.

[Credit: Adobe]

Ultimately, while AI can assist in creating quick, efficient, and visually appealing imagery, it cannot replicate the artistry, strategy, and purpose that a designer brings to the table. Designers remain the real visionaries behind brand development, crafting visuals that not only visually captivate but resonate with meaning, evoke emotions, and tell a story. AI is a powerful assistant, but it is the designer who gives the work its soul.

Projects we’re proud to share our talented design teams have recently completed.