AI will increasingly shift from automation and assistance to inspiration and creation. We will be using it to design fonts , set up accessible color palettes and to generate an infinite amount of unique characters . Caleb Meyer (industrial designer) puts it beautifully: “You’re not mastering the tool any longer, you’re mastering the problem — and letting the computer do all the work.” AI is a tool in the hands of the designer, not the other way around.

Changing role of designers

This shift will make us better designers. This forces us to focus on the essence of our profession. Use computers for the things they do best: pattern recognition, speed, scale, and tirelessly doing repetitive and predictable things. As a human designer you are still needed to make connections. Everything that can be automated in the design process will also become this. What remains cannot be replaced by AI and will be the core tasks of the designer.

I distinguish three core tasks:

1. Systems thinking

Designers are the link between client, consumer, brand and Finance Directors Email Lists technology. An irreplaceable network function. Designers create ecosystems in which brands can communicate. Such a system ensures consistency, but must also be scalable. We help CMOs to grow their brands and that remains human customization.

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2. Creativity

Creativity is a combination of originality and relevance. The latter is difficult to program. For now, designers are still needd to come up with original solutions that really work.

3. Empathy

The good designer steps into the shoes of the end user and asks how something comes across. To make an estimate for this, empathy is essential. The allowance affair in the Netherlands has painfully exposd that people are certainly needd to assess technology. What is the effect of algorithms on the end user, are there other circumstances that nd to be taken into account? But designers are also needed to ask the ultimate question that robots can’t answer: should design be done at all?

AI as a fellow designer

Artificial intelligence is already deeply intertwind with design practice. That dependence is only increasing. It’s exciting to see AI increasingly become a fellow designer. This challenges our traditional role and makes us better designers. So that we are even more relevant for organizations and brands. Because we can think holistically, we can separate the wheat from the chaff, and we can put ourselves in the shoes of the end user. Real empathy remains human work!

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