AI has become part of the conversation around creative work, including graphic design.
It also raises a fair question: when a designer uses AI, where does the designer’s contribution begin and end?
For me, the answer starts with responsibility. I’m responsible for understanding the brief, choosing a direction, evaluating the work, and preparing the final result. Using a tool doesn’t remove those responsibilities.
My starting point is the business
Before exploring visuals, I need to understand what the design should communicate.
Who is it for? What problem are we addressing? Where will it appear? What would make the result appropriate for this particular business?
Those questions give the project direction. Without that foundation, it’s possible to create something visually interesting that has little connection to the brief.
My CRAFT design process provides the structure around those decisions.
Where AI can support my work
I approach AI as a tool for exploration.
Depending on the project, that might mean discussing an early idea, exploring a visual atmosphere, or developing an image to support a presentation.
An output gives me something to assess. I still need to decide whether it is relevant, what needs changing, and whether it belongs in the project at all.
Sometimes an exploration helps clarify a direction. Sometimes it shows me what I don’t want.
Generating an image and developing a design involve different decisions
A visual can look impressive on its own and still be unsuitable for its intended use.
In a brand identity project, I also need to consider typography, hierarchy, spacing, consistency, and how the elements work across applications.
Can the logo remain clear at a small size? Does the layout make the important information easy to find? Can someone use the supplied files for the agreed purpose?
Those are practical questions that need attention beyond the initial visual.
My judgement shapes what moves forward
An important part of my role is selection.
I decide which ideas deserve development, which details need refinement, and which directions should be discarded. I also need to recognise when a tool is adding unnecessary complexity.
The fact that something can be generated doesn’t mean it should become part of the final design.
The brief remains the reference point.
Being clear about the deliverables
AI use also requires clear conversations about expectations.
If a project needs editable vector artwork, an image alone won’t meet that requirement. If a client has restrictions on AI use, those need to be discussed before the relevant work begins.
I don’t treat a generated output as proof of originality, exclusivity, or permission to use every element it contains. Those questions need their own consideration.
How I want to work in this era
I’m interested in learning new tools while continuing to develop my design skills.
That means staying curious about what AI can help with and being deliberate about where I use it.
What I want clients to understand is the thinking behind the work: why a direction was chosen, how it responds to their needs, and how the finished design will function.
The tools may evolve. I remain responsible for the decisions I make with them.
Explore my portfolio to see my design work, or visit Kent Graphics to discuss your next project.
