Thoughts on AI for the Creative

AI for the Creative

AI has generated a lot of hype, especially among people who don’t have a trained creative eye. Some think it means you no longer need skill, judgment, or experience — just press a button, and voilà, instant design.

Reality Check: AI can be gimmicky fun for people with limited creative background, much like mass-produced wine: cheap, approachable, and easily consumed. But just like a wine connoisseur can tell the difference, a trained designer knows quality when they see it.

Training Your Eye Matters
AI cannot replace the process of developing a trained eye. Experienced designers are the ones who protect businesses from poor-quality content. The influx of AI-generated work means anyone can create something quickly, but what makes businesses stand out is human touch, subtlety, and artistry.

Think about it: humans want to connect with other humans. They want genuine experiences and storytelling, not a lifeless AI creation. There’s a visceral feeling of being “duped” when you realize an AI-generated image isn’t real — and that’s something no business wants in their communications.

Where AI Works
AI can be a powerful tool if used appropriately:

  • Removing backgrounds
  • Handling repetitive or administrative design tasks
  • Speeding up copywriting workflows
  • Generating raw ideas for brainstorming or written concepts

But giving the creative process entirely over to AI is risky. Without human refinement, content loses charm, polish, and individuality — blending into the flood of AI-generated material anyone can create.

Adopting AI Like a Pro
The key is using AI as a tool, not a crutch. Train your eye and produce original work first, then leverage AI to enhance your output — like a professional winemaker using modern equipment, not someone drinking boxed wine.

Expect challenges: managers or non-design colleagues might insist on AI-generated assets, thinking they’re saving time or getting “the best result.” Remember: they haven’t done the hard work of developing a trained eye. They often overestimate the value of AI output because it’s fast and visually appealing on the surface.

Business Perspective
Businesses are still figuring out AI’s role and often assume they can run operations entirely on AI. This isn’t the case. AI-generated content rarely translates directly into usable assets — most require repurposing, human judgment, and fine-tuning for different channels and mediums.

Our Recommendation

  • Design skills are still critical. Designers who understand principles and aesthetics will always be needed.
  • Use AI to enhance, not replace. For example, AI can accelerate copywriting, suggest event names, or generate initial visual concepts — but the final product should be led by human sensibilities.
  • Think of AI as a tool, not the end product. It can save time and increase efficiency, but creativity, judgment, and the trained eye remain irreplaceable.