Why AI Can’t Replace the Soul of Design
Jun 25, 2024
Do we really believe that AI can catch up with human beings who have unique lived experiences and have developed their own subjective sensibilities that inform their craft?
I felt this was an opportune moment to revisit this supposedly ‘corny’ quote from It’s Nice That’s Elizabeth Goodspeed on the importance of taste – and how to acquire it because of how beautifully it illustrates the very human process of developing taste:
“I’ve come to believe that developing taste is not so unlike going to therapy; it’s an inefficient, time-consuming process that mostly entails looking inward and identifying whatever already moves you. It’s the product of devouring ideas, images and pieces of culture not because someone you respect likes them, but because you simply can’t look away. Developing taste is an exercise in vulnerability: it requires you to trust your instincts and preferences, even when they don’t align with current trends or the tastes of your peers. Because while having taste is cool, taste itself reflects a certain type of uncool earnestness – a commitment to one’s own obsessions and quirks. Find your taste; everyone else will catch up eventually. Though, maybe not AI.”
Many designers are justifiably concerned that their taste, craftsmanship and ability to creatively problem solve may be passed over by business owners, executives or PMs in favour of work that’s “good enough” or even “fine” with the introduction of these tools. However, there are ways we can advocate for the true value we bring to our work.
AI cannot replace core human skills that are fundamental to good design — skills like user empathy, strategic thinking and storytelling. Designers and agencies are already demonstrating how to effectively showcase the value of craftsmanship and integrate AI tools to complement their creativity.
“While AI speeds up production, it’s essential to recognise it as a tool that enhances creativity rather than replacing it... There‘s a concern that outputs may become homogeneous, drawing from similar sources and risking creative amalgamation – and stagnation. But lazy design has always existed and always will. I truly believe AI pushes us creatives to be even more intelligent, empathetic, and free. In a word, human.” - Daniela Meloni, Associate Creative Director at FutureBrand (source).
I think the general consensus is that AI can’t replace the designer as long as the designer uses “craft as their differentiator” (source). It can, however, replace more menial and lower effort tasks — tasks that can be automated.
While I believe that this can be a very good thing, I have a lot of respect for those who choose not to incorporate it into their own work. Because while AI is a fun tool to play with and help speed things along, it also comes with ethical and environmental considerations. AI's global water consumption is projected to reach between 4.2 billion and 6.6 billion cubic meters by 2027 (source). This raises a crucial question: in the future, will we prioritize data centre cooling over access to clean drinking water? Companies like Microsoft are addressing these concerns, but the effectiveness remains to be seen. To truly tackle water resource challenges, significant funding and wider adoption of more sustainable AI technologies will be necessary.
I’ll end this with these questions for my fellow designers:
What other skills will we need to adopt to stand out in an AI-powered world?
How can we ensure AI is used ethically and sustainably in design?