Design is dead. And we have killed it.
Human-created AI not only has the capability to replace designers, but the potential to make design, as we know it, obsolete.
In 1882, renowned philosopher Friedrich Nietzsche made a profound statement that would forever alter our perception of humanity:
“God is dead. He remains dead. And we have killed him.”
Nietzsche, known for confronting nihilism, did not intend to evoke atheistic joy with his declaration — it was instead a message of sorrow.
During that era, the predominance of science and secularism was gradually replacing religious beliefs and institutions. Nietzsche held concerns that science and reason alone could not offer the same profound sense of morality and purpose that God and religious beliefs provided people for generations. Hence, Nietzsche’s relentless pursuit to discover meaning within the human essence.
In many ways, we’re undergoing a similar cultural experience. The rise of artificial intelligence (AI) raises profound questions regarding what it means to be human and what can and should be replaced by “machines.”
If the role of God can be substituted by science, who’s to say that AI cannot just replace designers, but design itself?
Defining Design
There’s no one-size-fits-all definition of design. However, in my estimation, design is a translator of sorts. A design aims to communicate information visually, tactically, or experientially into something understandable and usable.
Whether it’s a life-saving fire escape sign, an intuitive digital interface, or an ergonomic television remote, the fundamental purpose of design is to solve problems by improving user experiences.
Design also serves as a persuasive mechanism. A shopper may opt for a particular protein bar due to its package design. Similarly, an enticing shoe advertisement might capture our attention, driving us to purchase the product. Whether we acknowledge it or not, design has always had an intimate role in our lives.
The functions of design are deeply intertwined with our culture. However, our world is fundamentally transforming with the emergence of AI.
This human-created technological revolution promises to enhance our lives, making them more convenient and efficient. Yet, this new way of life comes at the expense of exterminating many of the methods we currently depend upon to simplify our existence, including design as we know it.
Goodbye, Designers
Many people see AI as an extension or tool — something to help us become better designers. But AI is more than a technological advancement like smartphones or the internet. It is poised to reshape our world and permanently alter our existence.
It remains uncertain whether this change is beneficial or detrimental. I read somewhere that AI is similar to the invention of the atomic bomb in that the world was a darker place after its creation — as if we lost part of our souls.
There’s a lot of talk about how AI will disrupt the design industry. I don’t have to tell you how this transition instills fear, excitement, and uncertainty into the minds of seasoned and future design professionals. And rightfully so. The technology is moving fast. Faster than we can keep up with it.
The greatest fear many have is that AI will take over designers’ jobs. After all, technology currently exists that can perform some of the perceived tasks of a designer faster and cheaper than we can. For example, Wix and Framer offer excellent AI-integrated web-building tools. With just a few prompts and clicks, non-designers can have a fully designed website up and running in a matter of minutes.
Some may say the results will be substandard because an expert didn’t build it or it did not undergo rigorous UX methodologies. And they would be correct to those who care. However, if a client or company wants to go the AI design route, that’s their prerogative, who are we to stop them.
I’ve spent most of my career trying to convince people that designers do more than make things pretty. It would be arrogant and ignorant to believe that AI can’t take over our jobs.
Predictive Obsolescence
When it comes to user experience (UX), AI is also making serious strides. AI is excellent at performing predictive analytics that can analyze large amounts of data to predict user behavior and preferences. This beneficial capability allows businesses to anticipate user needs and provide proactive solutions, enhancing the overall UX.
As AI becomes more integrated with systems, it will allow for personalized outcomes using AI algorithms that can analyze user behavior, preferences, and historical data to provide customized solutions. This automated mechanism can help create a more tailored and relevant user experience, increasing engagement and satisfaction.
There’s still an argument that designers will have a role here — even if that is becoming a prompt engineer (which I’m sure is every designer’s dream job).
As Jacob Nielsen for the Nielsen Norman Group states: “You won’t lose your job to AI, but to someone who uses AI better than you do.”
Mr. Nielsen is correct as long as the status quo remains relatively stable and predictable. But at the rate at which AI is accelerating, it would be difficult for anyone to prepare for what the design industry will look like in just a few years.
The Death of Design
In my view, engaging in a debate about the role of a designer and the integration of AI into our workflow seems irrelevant when we take a moment to reflect on the bigger picture. We should consider that the traditional notion of design may eventually become obsolete.
Many would agree that extensive AI integration into every corner of our lives is a reality we must contend with. Yet, the notion that design can go extinct may seem ridiculous to most people. However, as mentioned earlier, design is essentially a translator, and AI has begun to take on that responsibility to a remarkable degree.
Let’s look at an example of a typical user searching the internet not long ago. Users would open a browser and head towards their favorite search engine, querying something mundane, such as “What are the health benefits of green tea?”. They would end up with a list of ranked and advertised websites that contain relevant information.
Users would click on the links, evaluating the credibility of the websites based on familiarity with the brand, the site’s user experience, and even the design (think aesthetic-usability effect).
After reading a few articles about the health benefits of green tea, users migrate to their favorite online shopping platform. They search for green tea and are faced with dozens, if not hundreds, of choices. They may filter by rating, price, and even package design. Once confident with a selection, items are added to a cart and purchased.
Throughout this experience, users must interact with countless touch-points, highlighting the significance of design for navigating complex information. This example shows that design plays a fundamental role in even the most mundane tasks.
But what happens when AI replaces this entire process?
If not already, users will go to their favorite AI application and ask the same question about green tea. But this time, they will not have to sift through dozens of designed websites. And instead of going to an online store to purchase green tea, they will just ask AI to recommend the best tea based on your given parameters. No more searching through hundreds of products to find the right one.
In the process mentioned above, the only design experienced is that of the AI interface. The role of design as a way of organizing complex information or acting as a persuasive tactic becomes irrelevant.
Further into the future, personalized databases will recommend predictive content and products based on user behavior and health. Imagine your AI assistant saying, “Hey, based on your increased cortisol levels, it seems like you’re stressed. May I recommend switching to green tea? Here are some recommended products. Can I add one to your cart?”
And it’s not limited to search engines, brands, websites, and packaging — even digital products risk becoming obsolete. In the scenario above, instead of purchasing green tea to reduce stress, AI may offer you a built-in breathing app customized to your preferences. Goodbye, app store.
An Unsure Future
At 41 years old, with nearly 20 years of experience in design, I find myself, for the first time, uncertain about how to prepare for the future. Frankly, I’m not sure how anyone can be prepared.
Throughout my career, I have dedicated a great deal of time and energy acquiring skills expected to be the next “big thing”— from learning Flash and Figma to mastering coding and incorporating UX and digital marketing into my design process.
At the end of the day, it’s disheartening to see many of these skills becoming obsolete year after year. And learning how to use or incorporate AI into our workflow is no exception to this rule.
The lingering concern that AI may replace our jobs or render traditional design unnecessary is a harsh reality to consider, especially if you are just entering this field.
Whether you are a seasoned designer or just starting out, you should be terrified. The unknown is frightening. The only solace anyone can have is knowing that the future is uncertain and that having an open mind and being adaptable are the only skills we can ever truly maintain over time.
I hope to God I’m wrong (see what I did there). Perhaps designers and design will endure because people recognize the value of the human element in design, not just the end result.
From the ashes of this technological revolution, maybe a new breed of “organic designers” who refrain from “artificial” creation methods may emerge. While they may be pricier and harder to find, much like organic food, people may be willing to go the extra mile and invest more in something they know is better for themselves and humanity. Until then, we can only do our best to predict the future and sit back and try to enjoy the ride.
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