“We shape our tools and thereafter our tools shape us.”— Marshall McLuhan
In the late 1990s, when I was in university, the iMac had just made its way into design schools. These blobby blue machines, with their meager 512MB of RAM, were met with trepidation by many of my professors. Most of them could only use the computers in a very basic capacity, if at all.
But these machines weren’t just new tools; they were harbingers of a digital revolution in design. They introduced digital typography, layout software, and image manipulation tools that would fundamentally change how designers worked. This technological shift was about to transform not just graphic design, but the entire world of visual communication.
I realized it wasn’t the computers the themselves that my professors were scared of, but what they represented. Those innocent looking machines was were the vanguard of a new world, a world where the professors place was uncertain.
Back then, we were still largely thinking in terms of traditional media and straightforward brand applications. Now, design permeates every corner of our lives, shaping experiences we couldn’t have imagined just a couple of years ago. The general level of design consciousness outside the world of design is much higher.
As Marshall McLuhan presciently observed, “We shape our tools and thereafter our tools shape us.” This rings especially true in today’s design landscape, where our design tools—increasingly powered by AI—are reshaping not just how we work, but how society interacts with and understands design.
The Spectre Haunting the Cloud
At the moment the advent of AI in design is the most conspicuous example of the shifting landscape of design. While it isn’t completely unlike other technological revolutions we’ve witnessed — just think about when iPhone first debuted, how Red cameras changed filmmaking, or the explosion of social media platforms. Each of these innovations sparked new aesthetics and methodologies, often leading rather than following design trends. AI will do the same.
However, even if AI is following this pattern of disruption, it is doing so at a scale and speed that dwarfs previous shifts. The floor is moving under our feet. Yes, AI tools can generate logos, create layouts, and even produce entire ad campaigns with a few well-crafted prompts. But unlike previous shifts , AI has the potential to fundamentally alter how we research, produce, and interact with design work. It’s not just a tool, it’s a medium. It extends our capabilities. But, it will also constantly reshape the visual and cultural landscape within which those capabilities will function, and it will do so at an unimaginable pace. We will feel dizzy. And in this disoriented state, we will be forced to reckon with deeper questions about creativity, consciousness, and meaning.
The Promise and Peril of AI
The allure of AI is undeniable. AI tools are already capable of the tasks mentioned above and many more, and their capabilities are growing by the day. For designers, this can mean faster iterations, more diverse explorations, and the ability to tackle larger projects.
As these tools become more sophisticated and accessible, we’re seeing a democratization of design that goes beyond anything we’ve experienced before. Just think about Canva. Long a goal of many design activists, this de-professionalization of design is seen by some to lower standards and take jobs away from people who have devoted their lives to the craft of design.
Others see it as a net positive, embracing the “no gatekeeping” movement on TikTok and Instagram. People who, 10 years ago, had no idea about design in any sense can now aptly critique your kerning, ink trapping, and other nuances of design formerly reserved for only the nerdiest of design nerds. All this raises important questions: In a world where AI can produce (semi-)polished designs, what is the role of the human designer? And what is the difference between what AI makes and what we create with our brains alone?
How AI Fits Into My Design Process
These are not questions that we will answer in this blog post. Regardless of the philosophical questions that are being raised, in the present AI is compelling because it has already changed the way I work. It’s changed how I create proposals, iterate on ideas, craft presentations, and how I research and categorize ideas. AI won’t produce anything “production ready” — at least not yet. What it does do is help me get off the ground faster.
I’ll have some unrefined ideas bouncing around in my head, things that have sparked my interest but I can’t quite pin down. I type these thoughts into Claude, and it presents me with a list of possibilities, a list that would take a long time to brainstorm on my own. This gives me a starting point to sort through, figuring out what works and what doesn’t. It’s like having an idea sparring partner, which is invaluable for me as a solo entrepreneur.
I’ve found I really like using the voice function on ChatGPT. I can just talk out loud, being as loose and vague as I want. It’s liberating. When I need to be more concrete, I switch to Claude. Writing a good prompt is already a way of narrowing down the problem and defining it - half the battle in solving it, really.
I’ve even trained a Claude project on all my marketing and sales copy, website content, blog posts, and other correspondence. Now I use it to proofread and edit my writing.
Will this win me the Booker prize? Of course not. That’s a whole different level. Does it make me a better and more efficient communicator? Absolutely. It’s sped up my trial and error process, helped me learn from my mistakes, and given me the benefit of an editor’s eye to improve and critique my work.
The Changing Landscape of Commercial Design
The impact of AI on design isn’t just about tools and workflows - it’s also reshaping the entire industry landscape.
Large agencies and companies are already eyeing the efficiencies AI brings. We’re likely to see a downsizing of design teams as AI takes over more routine tasks. Agencies will be forced to redefine their value.
Every year, thousands of graduates eagerly finish design school, flooding an already competitive job market. With AI handling more entry-level tasks, junior designers might find it increasingly challenging to get their foot in the door. This will potentially drive prices down for less sophisticated designers.
It’s not just juniors feeling the pressure. We’re already seeing a glut of senior-level designers with “Looking for Work” on their LinkedIn profiles. If lucky, these experienced designers will look deep inside themselves and finally recognise and sell the value and expertise that they have cultivated throughout their career. With AI, they will also be able to do more on their own than ever before.
People are now able to establish authority in the design world on their own - they don’t need to play the game in cites that used to be the centers of gravity for design. You can set yourself up anywhere. As a result, there’s been an explosion of designers selling design templates, fonts, and coaching services to other designers. It’s become a sort of “design about design for designers” ecosystem. AI tools are likely to accelerate this trend, as designers look for ways to differentiate themselves and monetize their expertise.
We’re being pushed to articulate the value of our work more clearly than ever before. It’s no longer enough to be a good designer - we need to communicate why human-led design still matters in an AI-enhanced world.
Many designers will need to specialize in areas where AI still struggles, such as strategic thinking, cultural nuance, and ethical considerations in design. Others can pivot to become AI-human collaboration experts, bridging the gap between machine efficiency and human creativity.
From those early days of blobby blue Macs to today’s AI-powered design tools, the journey of digital design has been one of constant change. As AI transforms our field, designers must once again adapt. However, this isn’t a race against machines, but rather an opportunity. We’re entering a new creative future where human perspective, with its unique blend of cultural understanding and ethical consideration, is more crucial than ever before.
Also of Note
City Kids
If in NYC, Stephen Schuster finally releases his photo book documenting the lives of New York City teenagers from 2006 to 2009. I worked with him on the layout. The world has changed a lot since then Info here
Italian Mannerism, David Lynch and Lars Von Trier
Diocletian also tried to control prices by decree, but it didn’t work. Read more
Videos that sync with songs they weren’t originally intended for
A thoughtful piece by Information Architects about what AI might do well and what it might do poorly. Helps to put things in perspective. Watch
If you are visiting Amsterdam, you might like Amsterdam Dance Event
Go nuts
Until Next Time
I’m headed to London towards the end of this month, so let me know if you want to meet for a coffee, or if you know someone else I should do that with. I will report more on the trip when I return.
As always, your support means a lot as I rebuild this connection with you. If you found value in this newsletter and want to encourage more, consider buying me a coffee. Cheers.