AI in design: A partner, not a replacement

Once seen as a tool for purely technical tasks, artificial intelligence (AI) is increasingly being integrated into the world of art, design and technology today. While these tools help in creative workflows, streamlining tasks, generating ideas, and refining concepts, there have been grave concerns about these replacing human creativity, which is not where AI is or should be positioned.

The heart of any craft or creation resides in human creativity, decision-making, and emotional insight. Position AI as a collaborator and seek support, whether it is research, brainstorming, help in technical execution, or eliminating repetitive tasks.

AI enhancing efficiency as an assistant

In design, the immediate impact of AI is its ability to eliminate repetitive tasks so one can focus on the bigger goal. When I asked a few designers around, I understood that tools like Adobe Photoshop's AI-powered features help generate ideas, better the compositions, and even automate tasks like correction of colour, adjustment of layouts and generation of content.

Some AI-driven generative tools can also create quick mock-ups or prototypes that speed up the initial stages of every design work. These once-upon-a-time tedious tasks can now be done in a fraction of the time, allowing designers to showcase their true expertise wherever required.

For many designers, AI functions like an assistant and carries out research, idea generation, and proofreading copy kind-of tasks. Alisha Agarwal, a copywriter at a boutique agency says, “With AI’s help in my research and copy correction, I have been inspired to give my work a start.”

Prasad Rao, the art and design head at one of the country's popular ad agencies added, “Let’s talk about concept development. As designers, we can leverage AI to guide us with different visual directions or make edits on a design concept. All we have to do is offer suggestions and/or provide examples of existing trends, it helps us think outside our usual design framework."

All about creative prompts and forward-thinking

Research is often the key to unlocking new, perhaps great ideas. However, the traditional methods of research are exhausting and time-consuming. Imagine getting these vast amounts of data and information in required formats all instantly; this is how AI acts as a powerful research tool and streamlines this process.

A little study on effective prompt methods and any designer can now use AI to generate content ideas and references, review designs and also improvise. According to P Vaitheesh, product designer at a digital product agency AI has the ability to process massive amounts of data, opening the door to new and innovative forms of personalisation.

"One can understand the patterns and trends and predict user behaviour, helping designers create targeted and intuitive user experiences. Having real insights into how designs might evolve in the future guides us toward more impactful, forward-thinking solutions,” he noted.

Creative control and the human touch

AI’s ever-growing presence in creative workflow is complementary to the role of the artist. Their successful collaboration lies in recognising that AI cannot and perhaps will not be able to replace the human touch.

Designers and creative artists the world over are forever attuned to the emotional and psychological aspects of every form of design, what gives them an upper hand is their empathy with the users, their understanding of the cultural contexts, and how they go about injecting meaning into their work in ways that AI will never be able to replicate.

Dr Pooja Sharma (Oswal), a freelance creative strategist pointed out that AI cannot empathise with users. One cannot deny that physically understanding the users and speaking to them to understand their needs will remain at the core of user experience.

"A creative artist’s role is still very crucial and indispensable in interpreting the outputs of AI and making that final decision, as human touch ensures that the work aligns with both aesthetics and client needs,” she emphasised.

Embracing the future: Experimentation and adaptability

AI is here to become an even more integral part of the design process, extending its role beyond just automation. The advancements in AI technologies will play a big role in strategic decision-making that aligns better with every stakeholder’s vision.

Perhaps, AI could serve as a 'village elder' of sorts, giving away valuable insights and guiding the creative direction of design teams. Not just designers, AI will be of great help to the project managers to make better decisions, and resource allocation and to predict potential roadblocks.

This shift toward predictive analytics and AI-driven insights will make design teams more agile, allowing companies to adapt quickly to market demands or changes in project scope.

Moreover, AI’s ability to automate end-to-end testing, provide real-time suggestions, and support project management will further enhance the efficiency and quality of creative workflows. One can look at augmenting one’s abilities and perhaps expand the creative toolkit to stay ahead of the curve and open creative avenues that were once unimaginable.

- Girish Agarwal, associate director—technology and product management of Bombay Design Centre