Redefining Design in the Age of AI

Will AI take our job? 

You’ve probably seen the narrative floating around the internet about how AI is coming for ALL our jobs. And while we’ve certainly seen layoffs and disruptions because of AI, we do also believe that for our industry in particular, (web designers and marketers), roles will shift but not necessarily a full on takeover and the extinguishing our entire industry.

The thing is AI can automate tasks, but not taste.

Meaning, AI is amazing at speeding up repetitive tasks: generating code, creating layout mockups, even spitting out templates. But quality design is so much more than just repetitive visual templates or code — it’s about intention, empathy, and storytelling. 

AI can generate a layout, but it can’t intuitively understand:

• how to capture a brand’s personality

• how to communicate subtle emotions through color, spacing, and typography

• how to build trust or flow through user experience

• how to work with a real client who changes their mind five different times with the only feedback being, "I don't know what it is, but something about it is off" 😅

Web designers don’t just make things look good — they translate those messy ideas that are pin-balling around in your brain into elegant, functional solutions. That’s a human skill rooted in experience, emotional intelligence, effective communication and taste.

However, there will be many ways in which we can integrate AI into our businesses, our systems and processes — for efficiency purposes that will help the companies that do engage with AI to far exceed those that don’t. 

For instance, in our opinion, the designers who will thrive long-term are the ones who:

• embrace AI as a collaborator, not a threat

• learn how to wireframe fast and design with AI systems

• offer a mix of creative direction, UX, and tech fluency

• lean into storytelling, UX, and strategy

• keep learning & leveling-up your skills 

• use AI tools to accelerate, not replace

• remain human and take time to nurture relationships with clients (it's much easier to re-target a previous client than to target a new one)

Think of it like calculators and accountants. Calculators didn’t erase accounting jobs — they just made accountants more efficient and valuable. AI will do the same for designers who know how to wield it.

So no, AI’s not coming for your job — it’s coming for the people who don’t evolve with it within their business. But if you're curious, creative, and open to learning then you're good. 

For instance, one way that we have started to incorporate AI into our design process is by quickly producing interactive drafts and prototypes that we can then present to clients. This new method helps our clients better understand design possibilities early on in the creative process. And this allows our team to be able to present multiple visual blueprints without having to spend extensive hours on every version of a draft. 

Redefining the Creative Process

One way we’ve recently been testing this is by using Canva’s code feature that generates interactive designs. These interactive designs means that we can present clearer ideas to clients, and they help clients imagine different paths the project can take.

The overall result is a much smoother conversation because having a visual representation helps ensure that everyone involved understands the project goals and vision. It also reduces the chances of miscommunication that often occur when ideas are only described in words via email exchanges.

One thing we're truly excited about is testing and integrating different AI tools into our process, so that we can hopefully continue to find ways to save time and resources and be able to compete as a small design studio. Finding new tools to integrate into our process means that the typical lengthy back-and-forth revision process can now be replaced by a more clear initial presentation.

From the few times we have used the new Canva Code feature, we have found that clients feel more confident in moving forward and in providing feedback. In addition, we feel that using this method has helped to reduce uncertainty and builds trust for the client when they can visually see an illustration or a path of moving forward. 

The Benefits of Implementing AI

Since introducing AI into our design process, we are now able to create early drafts or mockups that can serve as simple interactive blueprints as the first step of the process.

By using these AI-generated concepts, we can come better prepared when discussing ideas with clients and the client has a much better idea of what the site will look like when they have an interactive visual example to refer to. 

AI-generated interactive blueprint we presented to a client

Presenting interactive visuals means that clients are more likely to provide useful feedback when they see what we are envisioning for their project. It’s also beneficial when there are several stakeholders involved because this early visualization brings all stakeholders onto the same page regarding the project’s direction. 

Another key benefit of changing up our design process is the amount of time we can save and yet produce more output than we could have in the past. For instance, instead of spending hours designing and perfecting a single design concept, we can now produce several iterations in a short time, allowing us to explore different creative directions with the client. 

Empowering the Client

In our opinion, it’s only beneficial to you and your client when you involve the client early on in the process. First and foremost — and possibly most importantly — when clients see a working mockup from the start, they are able to give you specific feedback which helps to personalize the design process, ensures that the final product meets their expectations and often leads to fewer revisions later. 

Second, presenting a mockup early on in the process helps improve communication between you and your client and can lead to less back-and-forth during later stages in the process. It’s about being proactive rather than reactive. This proactive approach helps save you time, energy and resources in the long run, and your client feels empowered by being a part of the process. 

Finally, providing your client with an interactive design provides them with a ‘hands on’ experience.' And think about it like this — when a client can click or navigate through a mockup, they are much more likely to actually understand the full potential of the design which leads to better comprehension and decision-making early in the creative process, and again, can lead to fewer revisions later (which is the goal!).

Looking Ahead

Looking ahead it's clear that AI in design is still growing and creative teams all over the world are still discovering ways to integrate AI in their daily work so they can work smarter, not harder. However, while the technology is still evolving, the benefits are already evident.

We believe that creative teams that adopt these types of methods will find that they can complete projects quicker and more efficiently, which overall will lead to enhanced client satisfaction and overall higher conversion for the business.

Finally, by integrating AI systems into the process, businesses will improve communication and deliverables while reducing time spent on mockups and revisions, which results in a clearer vision between the design team and the client. It's truly a win-win for both parties involved.

by Adriana Leos Chief Creative Officer vznayres