Many designers and creative professionals argue that using AI will devalue the profession, or somehow disrespect the work of "artists". But what about the countless hours spent brainstorming, sketching, testing ideas and doing market research? Why should we spend weeks stuck in the concept phase if we can move faster to the part where design actually begins?
To be clear: understanding a client's story and doing proper research is essential. That will never be optional — and that's not what I'm questioning here. But much of that information already exists. Our role is to collect it, interpret it, and turn it into something meaningful.
What I'm really talking about is that phase where we spend weeks producing endless variations, presenting multiple options, until both designer and client feel overwhelmed by possibilities.
That's where AI can help. Let AI generate the variations. Learn how to ask context-based, well-structured questions. For example: "Considering the concept, values and story of this business, what are 15 possible directions?"
From there, you refine.
You're no longer carving the stone from scratch — you're shaping it.
This isn't about designers protecting their own creative ego or insisting that ideas only have value if they come exclusively from our own heads.
This is about the audience.
Is your work accessible to the people it's meant to reach?
Let's take a very common example: a beauty salon owner who has been in business for five years, without a clear branding or marketing strategy. Her visual identity is basic — perhaps made by a relative using Canva. And that's perfectly fine. Every business has to start somewhere.
If she hadn't started like that, do we really think she would have hired a well-known designer or agency from day one, without knowing whether the business would pay her bills or fulfil her life? Probably not. Now imagine this same salon owner: five years in the market, loyal local clients, great service, three or four competitors nearby.
Would she suddenly invest in a high-end agency or a costly branding project? Maybe — if she understands how branding and marketing support growth. But what if she doesn't? What if all she truly wants is to keep her clients happy with a great haircut? What if the creative process could be reduced by 50% in time, while maintaining strong design principles — and delivering more?
More clarity.
More consistency.
More accessible social content.
That's where AI fits into my approach to branding.
I don't believe AI will replace designers. And sketching, thinking and visual exploration are still incredibly valuable — they've simply become faster. We now have shortcuts that don't compromise quality and allow us to deliver more value, especially to small business owners.
Yes, ChatGPT will give you a terrible logo. But you're the designer. AI gives you a starting point. Instead of starting from zero, you're already at ten — and you move forward from there.
Take naming as an example. Naming is fundamental: it's the word people will repeat, remember and associate with a business. Without AI, this process can take weeks of research and brainstorming. But if you already have a clear direction — purpose, positioning, tone — why not ask AI for 500 suggestions? Do you really believe none of them will be usable? AI isn't going away. And businesses that accept that reality will grow with more ease and flexibility. Fighting against it often means wasting energy — and choosing resistance over evolution.
My focus isn't on competing for recognition among designers. It's on the audience. On accessibility. On making good design possible for more people. That's my approach.
If you're a shop owner, what's your perspective on this?
And if you're a designer, how are you navigating this shift?
Let's talk.
