AI Didn’t Steal My Job—It Made It Better
When people talk about artificial intelligence (AI) in design, the conversation often swings between extremes: it’s either a utopia of infinite creative possibilities or a dystopia where the machines take over. The truth, of course, lies somewhere in between. For me, AI feels less like a threat and more like an evolutionary step in the design process—a way to collaborate with tools that extend our creative reach.
At its core, design has always been about solving problems and creating meaning. What excites me about AI is that it allows us to focus on these higher-order tasks by handling the repetitive, time-consuming elements that can bog us down. It’s not a substitute for creativity—it’s a catalyst.
Reframing AI: It’s a Partner, Not a Competitor
The rise of AI in design is a shift, not a takeover. It’s the difference between building something alone and building it with a collaborator who has limitless energy and data-driven instincts. AI doesn’t “know” design—it doesn’t have taste, intuition, or empathy. But it does have the ability to iterate at scale, uncover insights buried in data, and generate starting points faster than I can open Figma.
Here are a few ways AI is already transforming my workflow at New Friend:
From Blank Canvas to Endless Possibilities
Staring at an empty artboard can feel like staring into the void. AI tools like generative design platforms or ChatGPT spark ideas by suggesting layouts, concepts, or color schemes, giving me something tangible to build on. It’s like brainstorming with a collaborator who never gets tired.
Iterating at the Speed of Thought
One of AI’s superpowers is its ability to help us prototype faster. Need ten variations of a layout? AI can generate them in seconds, freeing me to focus on refining the best ideas. It’s less about shortcuts and more about multiplying the possibilities.
A Lens into Human Behavior
Design is about understanding people. AI’s ability to analyze user behavior and surface patterns gives me insights I might never have seen on my own. It’s not about replacing intuition but complementing it with precision.
Scaling Personalization
The one-size-fits-all approach is long gone. AI allows us to design hyper-personalized experiences at scale, creating products that feel uniquely tailored to each user—without all the manual labor.
How AI Is Changing the Role of the Designer
The introduction of AI into the design process raises an important question: what is the role of the designer in this new landscape? If AI can generate layouts, draft copy, and even suggest interactions, what’s left for us to do?
The answer is: everything that matters.
AI can assist with execution, but it doesn’t have vision. It doesn’t know how to ask the right questions or challenge assumptions. It doesn’t understand the emotional and cultural nuances that make design resonate on a human level. That’s where we come in. Designers aren’t just problem solvers; we’re meaning-makers. AI is a tool—an incredibly powerful one—but it’s still just a tool.
At New Friend, we’re exploring how to integrate AI without losing the heart of what we do. On a recent project, AI helped us test multiple iterations in record time, but the real magic happened when we brought our human perspective into the mix, refining those ideas into something uniquely tailored to our client’s vision. It’s this balance of precision and intuition that defines the future of design.
A Future of Collaboration, Not Competition
The real question isn’t whether AI will replace designers—it’s how we’ll adapt and evolve alongside it. To me, this moment feels like an invitation to rethink what’s possible. AI challenges us to let go of inefficiencies and focus on what we’re uniquely equipped to do: create work that connects, inspires, and moves people.
As I see it, the future of design isn’t about choosing between humans or machines. It’s about learning to collaborate in ways that amplify what each of us does best. AI brings speed and scale; we bring empathy and insight. Together, the possibilities are endless.
