Does AI pose a threat to digital design?

In recent years, the influence of AI has become increasingly prevalent in website design, due to its ability to generate complex designs almost instantaneously. With such cost effective efficiency, is it realistic to assume that at some point in the near-future web designers and studios could become obsolete to the digital design process?

The sophistication of AI algorithms has become so advanced that they can be used to create complex, intricate patterns and generate unique images, all from a simple brief and in a fraction of the time. They are also capable of analysing a website’s design and suggesting improvements based on user feedback, making it easier for designers to make refinements to their work.

AI art has taken the digital world by storm, prompting outrage from artists around the world, as now anyone with internet access can instantaneously “create” unique works of art with the paint-free click of a button. New algorithms allow AI to create realistic 3D models from 2D images, enabling the creation of photorealistic digital images. AI is also being used to generate realistic speech and text, allowing for the creation of convincing audio and written copy.

So, not only can AI design a site, it can populate it with original, brief-specific content - without the need for a team of creatives.

It’s apparent that AI has the potential to make our jobs easier by reducing workload through automation. However, the ethical implications of artificial intelligence are becoming a major concern among industry professionals and the public alike. As AI technology progresses, so does the risk of misuse.

In 2019, ChatGPT, an AI-based chatbot, faced a court case over use of algorithms to generate copyrightable content. It was argued that this violated copyright laws, but the court ruled that ChatGPT had no capacity to be liable, as the algorithms weren't owned by the company. This case sets a concerning precedent for AI’s involvement in creative industries, highlighting the potential implications of AI’s ability to create content without infringing copyright laws in copyright-sensitive industries.

In comparison to traditional human design, AI inarguably presents a more cost-effective solution. But in a creative industry, efficiency doesn’t necessarily equate to the most effective outcome. Is the content that AI generates actually better than specialist human design, or do these algorithms merely explore human-made work, by altering it just enough that it appears new - and evades copyright infringements?

The growing sense of unease surrounding job security is beginning to dominate discussions around AI advancements. If algorithms can perform a task at a similar quality, for a fraction of the time and price, why wouldn’t businesses replace their human workforce with an automated army of round the clock workers?

But even if AI algorithms become more widely used by digital design studios, they still need someone to set the brief for the design work, and to ensure the end result is suitable and of high-enough quality. However, that job could be done by one person, rather than a team of designers.

The potential for AI to result in significant job loss has resulted in backlash from many designers. Leading to online forums pressuring studios to hire people instead, and threatening to boycott studios using AI. But even if an anti-AI movement gained momentum, that moral high-ground will likely be unaffordable for small businesses, as new technology becomes readily available online.

In a way, the accessibility of AI design creates a more equal platform for people to acquire original digital work. It also wouldn’t be the first time jobs have been lost as a result of digital advancements. Film projectionists, telegraphists, and darkroom technicians all once had full time careers that were made redundant by ‘robots’ (aka. computer, phones and photoshop).

Perhaps that’s just the risk you take when choosing to pursue a technologically based profession - that one day the machines may take over, and provide future generations with a host of brand new jobs and accessible tools - like the ones we now use daily.

AI-assisted customer service is becoming a viable option for digital studios. Algorithms now have the ability to provide customers with a more personalised experience; saving designers time and money by automating mundane tasks. However, AI lacks the ability to interpret a customer's feelings and needs, and therefore the capacity to provide a personalised experience with the same level of service as a human.

Customer service is also a core part of our work as a digital studio. So much of what we do revolves around working closely with clients, who may not be able to accurately articulate their ideas. It’s our job to interpret their vision based on their industry, target audience, desired impact and brand identity. We specialise in designing beyond expectations; creating cutting edge platforms that clients require to elevate their brand.

While AI is an expert at following instructions and designing exactly to a brief, are these algorithms too literal to be considered truly innovative? Creativity is reading between the lines of the brief, not replicating it word for word in a different format.