AI Will Eliminate "Average" Designers: Here's What Will Survive
Nicolas Havenith
Manager
In brief
- •How is AI transforming the graphic design sector? AI divides design into two categories: a saturated layer focused on speed and volume, and a strategic layer based on research, intention, and human psychology.
- •Which designers risk being replaced by AI? Designers who settle for providing fast, basic graphics to budget-conscious clients are threatened, while those who solve complex problems and make thoughtful decisions see AI as a tool.
- •How is the design market evolving with AI? The lower end of the market will be largely automated, the middle will require designers to guide AI, and the high end will use AI as support while keeping human strategy and intention.
- •What must designers do to stay relevant? They must understand the "why" behind their creations, use AI intelligently to accelerate surface-level work, and focus on analysis and problem-solving rather than technical tools.
- •What is intentional design and why is it crucial? Intentional design means justifying every creative choice (color, shape, typeface) with precise questions to create clear and effective communication with the client's target audience.
The world of graphic design is undergoing major change, and artificial intelligence is playing a significant role in this transformation. Currently, AI is dividing the sector into two major categories, and it's important to understand where you stand.
The Split in Graphic Design
A few years ago, the design we see today would have been considered good quality. However, with the advent of AI, models, and the speed at which experienced designers can produce work, this level of design is now commonplace. But there is still a significant market for human designers who understand the deeper aspects of graphic design.
There are two main layers that can be distinguished in the field of design:
The saturated layer:That's where you'll find rapid, clean, usable design focused on speed and volume. AI-generated creations, sometimes called "AI drafts," fall into this category.
The strategic layer:Here, design is rooted in research, intention, and psychology, supported by real skills and experience. This kind of work clearly demonstrates the intention and human thinking behind its creation.
Some believe AI lowers standards, but that's only partially true. For large-scale projects, like a rebranding campaign for a major brand, a design agency won't simply churn out logos in bulk. The money, credibility, and complexity of such a project demand the involvement of skilled, experienced humans. AI can't yet grasp the nuances that appeal to a specific audience or what makes a design compelling. Those decisions still rest on human thinking.
AI: An Inescapable Reality
Artificial intelligence is here to stay in the field of graphic design. This isn't bad news for all designers. A few years ago, AI logo creators produced limited results. Today, even basic tools like ChatGPT can generate more interesting things, and it's evolving very fast.
AI doesn't replace high-level creative thinking. It compresses the bottom of the market, making things faster, cheaper, and more saturated. The upper layers, more strategic, remain largely untouched. This is the separation happening now: design is splitting into two paths, one where speed takes priority, the other where reflection prevails.
Where Are You Located?
Ask yourself this question: if your value rests solely on delivering quick, basic graphics to budget-conscious clients, then yes, AI will eventually threaten you. But if your value lies in solving problems, shaping perceptions, marketing yourself within your industry, and making thoughtful decisions, then AI becomes a tool, not competition.
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Market bottom:A large portion of designers will be replaced. Small businesses and low-budget clients will generate their own needs (quick logos, social media posts, basic branding) autonomously.
Mid-market:Companies will always need designers or art directors. Their role will evolve to guide production, make decisions, refine results, and ensure consistency. They will control AI, but the designer will remain in command of the direction.
Top of the market:Top-tier designers and studios will use AI for research, ideation, rapid exploration, and efficiency, but not as a crutch. Thinking, strategy, and intention will remain human.
What to Do in the Face of These Changes?
To stay relevant, here's what you should do:
Understanding the why:Spend more time studying positioning, audience behavior, and decision-making, rather than focusing solely on tools and techniques.
Using AI intelligently:Use AI to accelerate surface-level work, allowing you to focus on what matters most.
Analyze and practice:Deconstruct existing brands, challenge design choices, and practice solving problems before moving to execution.
Designers who will retain their value are those who understand what they do and why they do it.
The Intention Behind the Design
Let's take the example of the Uber logo before 2018. This logo looked more like an application icon, lacked originality, and its details got lost at small scale. It seemed generic and outdated. Uber wanted to become an identifiable brand beyond its application.
To solve these problems, Uber simplified the design: removal of color for a black and white look, synonymous with simplicity, modernity, and elegance. Chaotic details were replaced by a typographic logo for better brand recognition.
This approach shows how to identify problems in a design and propose solutions to unveil new concepts.
How to design with such intention? Ask yourself:
Why this color? What does it symbolize?
Why this shape? How does it guide the eye or support the brand's message?
Why use this font? Is it bold, delicate, traditional or modern?
These questions will help you deepen your projects. For example, for a brand identity for a children's toy company, you would choose bright and joyful colors rather than dull grays or blacks, because these colors evoke energy, excitement and pleasure, and speak directly to your audience.
Intentional design is a matter of communication. Every decision must serve an objective. When you design with intention, everything becomes clearer, your choices are more confident, and your creations resonate more with your audience.
Don't forget: you're not designing for your client, but for your client's audience. It's not just about making things pretty, but about giving them meaning. With thoughtful design, every element contributes to conveying the right message.
Nicolas Havenith
Manager
Nicolas Havenith heads Simpl., a Brussels-based agency he founded 25 years ago. He designs websites intended to be long-term assets that comply with European regulations, and whose measured presence in generative AI demonstrates their performance. He writes about web architecture, GEO, and guided content production.