Why AI won’t replace designers (but will make us better)
A quick overview on how AI is helping my and my design team to work smarter, not harder
My journey with AI tools in design has been a mix of excitement and surprises. As a design leader, I'm always pushing my team and myself to find the sweet spot between staying true to the brand, sparking creativity, hitting business goals, and keeping the user in mind.
AI certainly speeds things up, but it still struggles with all the little details that make a design truly sing. Still, through trial and error, we've learned a lot about how it can change the way we create and collaborate. Let’s dive into how we’re embracing AI in design.
The good, the bad, and the AI
The exciting part of AI isn't just about generating assets — it’s about unlocking creative potential and new possibilities.
One recent project perfectly highlights this: we needed local imagery to represent new markets across Europe. What used to be a time-consuming task — digging through Google and stock image libraries for hours — was completed in under 10 minutes with the help of AI. It saved us valuable time and got us straight to the creative work.
Suddenly, we had more time to focus on the bigger picture—how the design impacts the business and connects with users.
But it wasn’t all sunshine. The team also explored AI for illustration, from prompt to final asset. No surprise here: we ended up with a bunch of images that weren’t quite usable. It was frustrating, but also eye-opening. AI is amazing for brainstorming ideas, but when it comes to finalizing creative work, it’s still best left to humans.
Where AI falls short — and why that's fine
AI is fast and great for exploring solutions, styles, and scenarios, but it lacks the human touch.
Creativity is all about storytelling, understanding culture, and creating emotional connections. While AI can handle repetitive tasks and speed up decisions, the heart of creativity — like empathy, strategy, and vision — is still 100% human.
At the end of the day, AI is delivering the result of the good prompt that you, the human, are writing.
Don’t fear AI , just level up
We all get it — AI can feel a bit scary. But remember when Photoshop first hit the scene and designers were worried they’d be replaced? In the end, those same designers ended up leading the charge in digital design since they were the most skilled ones to master the tool.
AI’s not something to fear. Instead, it’s an opportunity to make our creativity shine even brighter.
As design leaders, it is our responsibility to show designers how AI can take care of the boring stuff, leaving them more time for the fun, meaningful work.
Getting the most out of AI without losing your groove
For me, a designer’s autonomy is all about having creative independence and decision-making power. In terms of maintaining control over design decisions, the best way to defend autonomy in an AI-driven world is by mastering the technology, not resisting it.
Upskilling isn’t just about learning how to write better prompts. It’s about integrating AI seamlessly into our workflows to drive efficiency and spark creativity.
Playing around with AI, refining our processes, and knowing when to step in with human judgment helps designers stay in control.
Final thoughts: AI isn’t replacing creativity, it’s supercharging it
AI won’t take away what makes designers irreplaceable — our intuition, our stories, and our vision. But it does give us a chance to work smarter, push creative limits, and have a bigger impact on the business.
For those ready to embrace it, AI isn’t a threat — it’s a partner that can help push creativity further than ever before.
Incredible insights, as always.
Great takes about AI, Eduardo. It's crazy how new tech always threatens old ways of doing things. I used to work with radio and always said that as long there is someone on the other side that wants company, radio will always exist.