In our opinion, AI is becoming a part of daily creative workflow. It’s our job to learn the tools that are transforming the industry. And use them effectively.

What are we using AI for now? Primarily, creative concept ideation. Typically the hardest part of the creative process, AI art tools help provide quick and easy ways to test ideas and concepts in the early stages of design.

For example, if a client asks for an image of a person golfing with their club disintegrating into thin air as he swings, the creative tool Midjourney makes this concept exploration easy to imagine. It can save hours of time (and cost) that would have otherwise been spent scouring stock imagery. It’s certainly not perfect, but results are getting better each day as we learn how to use the tools.

What’s the downside? Sometimes AI-generated art can look generic, or repetitive. It has a certain “AI feel” that people are starting to recognize. It can’t capture the creative inspiration or human touch of a designer. Yet…

What’s the takeaway? AI is a graphic design tool, not a replacement for designers.