The Role of Artificial Intelligence in Design: Is It Worth Relying on It Completely?

The topic of artificial intelligence remains extremely relevant today. This technology is widely used in various spheres of human activity, covers new areas, simplifying the work of many specialists. In particular, artificial intelligence has found wide application in the creation of text content, image generation, when working with large language models, in transformed architecture, computer vision, video content encoding, generation of three-dimensional objects and materials for the metaverse. Its capabilities are often used in Retention marketing, chat bots, when developing software codes and more.

We have already talked about all this in our reviews. Today we will dwell in more detail on another area, namely graphic design. The use of artificial intelligence in this area opens up a huge number of opportunities for specialists, ranging from the automation of similar and routine tasks to the formation of advanced and extraordinary design solutions. Like any other modern technology, there are a number of advantages, as well as disadvantages, limitations. But still, we can say with confidence that artificial intelligence is systematically changing the approach to visuals in general. It allows you to create unusual concepts, prototypes, and quite quickly. But its thoughtless use can lead to quite unpleasant consequences.

Now we will talk about how exactly artificial intelligence can be used in modern design, what advantages and disadvantages will be relevant here. We will give several examples of how modern brands use neural networks in their work and what can go wrong here. We will talk about whether AI will be able to completely replace designers. We will highlight a number of risks of using this technology for brands, which must be taken into account before deciding to implement it in work processes. We will talk about such a moment as copyright when working with neural networks and give a number of additional recommendations that will help brands use new opportunities as competently as possible, without risks and restrictions. So, first things first.

Where is artificial intelligence used in design today?

By and large, design can be called one of those areas where the possibilities of artificial intelligence are used to the maximum today. Until relatively recently, specialists had to spend a lot of time to develop a design concept or a model of a future object. These works could take several days or even weeks, requiring diligence and perseverance from the performers, and a fairly long wait from the customers. Now, thanks to the use of modern neural networks, visualization of even a fairly large object can require literally a couple of clicks. And now you no longer need to know various graphic programs or thoroughly understand their specifics.

Here are just a few areas in graphic design where artificial intelligence can rightfully be called an indispensable assistant:

• Generation of graphic content. You can trust neural networks to develop logos, banners, models of future designs, etc.
• Selection of color schemes, creation of various compositions. Thanks to this, it will be possible to create a single solution that will look harmonious, stylish, and correspond to the specifics of the brand.
• Processing ready-made images, adding certain visual effects to them. Alternatively, you can replace the background, color scheme on the existing image, add additional elements or delete those that you consider irrelevant in this case.
• Creation of animation videos, processing of video content. We would like to draw your attention to the fact that neural networks have not yet learned to generate high-quality video materials. What they create is still far from natural, but work in this direction is continuing quite actively. But it is quite possible to turn a picture into animation or make adjustments to a finished video using neural networks.
• Visualization of interiors. Designers working in this area have begun to actively use artificial intelligence in order to create various design options for residential properties, offices, and public utilities as quickly as possible, offering customers a wide variety of options at the approval stage.

We would like to draw your attention to the fact that you will have the opportunity to completely transfer all the work to modern neural networks or use them as an assistant, as an option for adding textures, changing the color palette, adding or removing additional elements. If you are betting on the first option, you should understand that in order to get the ideal result, you will need to set the most correct and accurate task for the AI. In some cases, more than one approach may be required to get the result that will best meet your needs.

Advantages of using artificial intelligence in graphic design

If we talk about the strengths of using artificial intelligence when working with graphic materials, then first of all, the following points should be highlighted:

1. Increasing the efficiency of the work performed. This advantage can rightfully be called one of the most important, since here we are talking about the fact that specialists with minimal time and effort receive truly high-quality and extraordinary products at the output. Thus, using neural networks, you can automate a fairly large number of similar and routine works, be it changing the size of pictures, making adjustments to the color palette, developing templates for subsequent work. As a result, designers are freed from the need to spend their own time and effort on simple work and can focus on solving more complex and creative tasks. As a result, time is saved, and productivity, on the contrary, increases. You do the same work, but in a shorter time frame. At the same time, the output quality will be much higher than with completely manual development. Modern neural networks can instantly generate a huge number of graphic elements, design solutions, which will ultimately allow you to choose the best option. This advantage will be especially appreciated by representatives of small businesses, that is, those who cannot yet afford to allocate an impressive amount of money to pay for the work of a team of experienced designers.
2. Application of innovative technologies, new opportunities for creativity. Many designers face a creative crisis in their practice. Surely, you have had such moments when you cannot come up with something new, original. And here artificial intelligence with its tools and innovative approaches really comes to the rescue. Modern neural network algorithms are capable of analyzing incredibly large amounts of data, identifying current trends in design, including those applicable to specific areas and niches. They can also predict changes in the preferences of the user audience, adapting future content to them, and create completely new, unusual ideas. All this will contribute to the launch of creative designs that provide high efficiency in attracting the attention of the target audience. Thus, as an option, within the framework of personalization marketing materials you will be able to create such creatives that will be focused on a specific segment of the audience, affect their interests, preferences, pains. As a result, the business receives maximum results from the launched advertising campaigns. Practice has repeatedly shown that the use of neural networks in graphic design allows brands to follow current trends, predict future trends, thereby literally going one step ahead of their closest competitors, standing out from their background, attracting the attention of new customers and maintaining stable interest from regular customers.
3. Significant savings in physical, time, and material resources. With the help of artificial intelligence, you will not only be able to create creative and vibrant projects in the shortest possible time and with minimal effort on the part of the performers, but also receive tangible economic benefits from this. Thus, the work that previously had to be done by several employees can be taken on by one person. At the same time, you can get even more vibrant and unusual results. That is, you can completely abandon the team of full-time designers, which may certainly be of interest to representatives of small and medium-sized businesses, as well as companies that are just entering the market and have a fairly limited budget for promotion. But here we want to draw your attention to the fact that you cannot completely rely on neural networks. They should become your assistant, and not a full-fledged replacement for an experienced designer.

All these advantages are extremely important and significant for absolutely any business. But along with them, there are also a number of disadvantages that you must know and take into account.

Disadvantages of using artificial intelligence in graphic design

Knowing the main disadvantages of using artificial intelligence in graphic design, you can minimize potential risks and adapt your work in such a way as to get excellent results. So, the weaknesses of using neural networks include:

1. Lack of an individual approach. Despite all its innovation, the ability to automate a huge number of routine, similar tasks, artificial intelligence does not have the perception that would be characteristic of an ordinary person. This is exactly what will not allow you to get a truly unique, realistic, attractive design. Most of the output designs will look uniform, standard, boring. They will not have individuality, individual elements that only a real person can add here. As a result, we get an image that even with the naked eye can be attributed to generated. And if we are talking about a company that wants to create a recognizable, presentable image for itself, then at the current stage of development, neural networks, alas, will not be able to provide this. You can’t do without a professional designer here. Moreover, with certain experience and knowledge, he will be able to get maximum results from AI, such that will reflect his preferences, vision of the overall holistic picture. As a result, it will be possible to manually add several accents and nuances to the finished materials, giving them an additional touch of individuality and creativity.
2. Constant dependence on technology. You must understand that you must have special software solutions at your disposal. By the way, most of them will be paid today. And you cannot exclude a failure in the operation of applications, tools, general technical problems, limitations of artificial intelligence algorithms. This is something that can create quite serious obstacles in the development of graphic design. In addition, it will be necessary to constantly monitor updates, the emergence of new trends in tools and the software itself, invest in training, maintaining relevance. This risk can be significantly minimized by combining neural networks and classic design development technologies. Thanks to this, you will have full control over the tool's operation and will be able to avoid technical failures and errors.
3. Limitations in settings. If you have already worked with customers, you have probably seen how precise and clear their requirements can be. Unfortunately, most modern AI tools are not able to adapt to this. That is, the maximum that you can get here is a few basic designs, templates, which will then need to be manually refined, adjusted in order to get a result that can satisfy the client. That is, when working with specialized and complex projects, you cannot completely rely on neural networks. Most modern tasks require extreme flexibility in design settings from the performer, because only in this way will the business effectively stand out from competitors and take a worthy place in the market. This disadvantage can also be minimized by combining the work of AI and a real person. Designers will be able to interact with clients, delve into their requests and wishes down to the smallest detail, which will ultimately allow them to create a truly memorable and unique project.

As you can see, the disadvantages here are also quite significant, but they can be minimized quite quickly and easily by involving a real person, a specialist in the field of graphic design, in the work. This is what will allow you to create truly bright, spectacular projects that contribute to the effective development of business in the market.

Several examples of the use of AI technologies in graphic design by brands

Practice shows that every day more and more business representatives use artificial intelligence technologies in the field of graphic design. But in all this mass there are many examples of ill-considered and hasty decisions that did not allow you to get the desired result and, moreover, harmed the promotion of the business as a whole. Here are just a few examples from practice that will clearly indicate that it is imperative to initially assess the potential risks, and only then proceed to the implementation of your ideas.

• Coca-Cola and its standard pre-New Year commercial created using neural networks. Over the years, we have become accustomed to the fact that on TV screens and elsewhere on the eve of the New Year holidays, a well-known commercial from this brand appears. It was launched last year, but artificial intelligence was actively used in its creation. This commercial turned out to be quite bright, but at the same time somehow faceless, one might even say sterile. There was no longer that emotion that the audience had loved so much over the years. As a result, consumers reacted to this campaign quite coolly, many even extremely negatively. It cannot be said that this did much harm to the brand, but still that zest, a note of warmth that similar advertising conveyed earlier, was lost.
• Heinz and its advertising campaign about what ketchup looks like. In this case, marketers also took a serious risk by asking the neural network to draw several interpretations of what ketchup might look like. As a result, a fairly large number of pictures were received, which were subsequently launched to the masses. These images were far from ideal in their execution, but the fact that they all accurately indicated the products presented in the brand's assortment played a role. And the whole secret here was that Heinz was firmly entrenched in people's minds as a ketchup manufacturer, which means that everything they saw in front of them, they immediately associated with the brand. Moreover, even the neural network algorithms themselves took the classic external performance of the product as a kind of standard when creating images. That is, the images themselves were of low quality, and the brand's strength played a role directly. If another company that had been relatively new to the market and had not yet managed to gain mass recognition had launched something similar, then such advertising would have been guaranteed to be a failure. In this case, it was also saved by the fact that the designers only partially relied on artificial intelligence. They took only the demonstration of brand recognition itself, and then made the appropriate improvements and changes. Only such a combination of an innovative marketing idea and technical implementation from a neural network allowed us to get a decent result.
• Collina Strada and a print collection for BAGGU. Another project that caused quite active criticism among the target audience. Last year, the Collina Strada brand worked on a print collection for BAGGU. People did not like that their favorite Blue Thorns and Boxer Plaid were generated by a neural network, and not by designers. Here, the audience expected to see the work of a living person, his ideas, emotions, feelings, and not machine processing of materials. In an attempt to save the situation, the creative designer of the project tried to explain that the main task of the neural network here was only to re-process old designs in order to revive and modernize them. But, alas, her excuses did not give the desired result. Quite a large number of the target audience perceived such announcements as a rejection of originality, an attempt to move away from creativity to automation, thereby boycotting the brand as a whole.

These examples confirm what we have already said many times: artificial intelligence should only be used as an assistant, and not to replace the work of a real person. This is especially true for brands that have been on the market for a long time, have a well-deserved reputation, and advocate traditional values.

So what went wrong?

All the examples we looked at above have one common problem - difficulty in perception. The audience perceived the materials generated by artificial intelligence as soulless, unnatural, and boring. Moreover, according to the results of a study by the New Retail agency, over 70% of people from the so-called Generation Y and over 40% of zoomers do not trust advertisements created by neural networks at all. The modern audience has already learned to notice the differences and draw a clear line between a bright, unusual, creative performance and the unnaturalness that generated images contain.

The main difficulty here is that artificial intelligence, despite all its technological sophistication, is completely unable to understand the specifics and subtlety of branding. It does not take into account the emotions of the audience, as well as the deep meaning that brands put into their products and, as a result, advertising campaigns. And this means that without professional and competent revision, the use of human creativity, a special flair, it is unlikely that you will be able to get an effective project. At the very least, the risks of causing emotional rejection in the audience will be quite high here. And this means that the thoughtless use of artificial intelligence in graphic design is fraught with such consequences as:

1. Loss of emotional connection with regular and potential customers. People are used to reacting to what evokes real emotions in them, with which they can associate themselves. But artificial intelligence, at the stage it is at right now, has not yet learned to convey human sensations literally at the vibe level. Will the situation change in the foreseeable future? Unlikely.
2. Low trust in automated solutions. Despite all the technological advances of such advanced tools as neural networks, many audience members continue to be quite cautious and skeptical about artificial intelligence in general. This is what causes discontent and rejection of generated materials.
3. The presence of the deja vu effect. If you have been working with neural networks for a long time, you have probably noticed that their algorithms often produce similar solutions. And if the first few projects can still "go" audience, then they become easily recognizable, uniform, which in itself reduces the level of trust from real consumers.

All this allows us to confidently say that modern neural networks can handle uniform and routine tasks perfectly. You can trust them to process background images, select a harmonious combination of color solutions, create textures and other work that does not require deep development, taking into account the identity and uniqueness of the brand. But if you are looking for authenticity and creativity, then you should clearly not rely on artificial intelligence here. This is the work that should be done by professionals in their field, those who can give the image uniqueness, a special twist, originality, and semantic load. This is the only way to get a product that will literally convey the DNA of the brand. It is impossible to get something like this from neural networks themselves today.

Will artificial intelligence be able to replace designers in the foreseeable future?

To finally understand whether artificial intelligence will be able to displace designers from work, we need to understand how this technology works. Despite all its technological sophistication, we are talking about a program. Yes, it is powerful, it is able to analyze a huge amount of incoming information as quickly as possible and issue decisions based on previous experience in accordance with user requests. But we are still talking about machine work. If you use the most advanced and technologically advanced neural networks, especially their paid versions, then, in principle, you can end up with quite unique and unusual graphic designs. But still, artificial intelligence itself will not be able to create them from scratch, come up with the idea itself and get something new and unusual as a result. There will always be certain boundaries, limits, beyond which no neural network will go.

It is also important to remember that one of the most serious difficulties in the work of designers is not even in the creation of the layout itself by the author, but in conveying their idea to the customer or contractor as accurately and effectively as possible, so that it gets approval. And here it is often necessary to clarify details with the customer more than once, analyze their requirements, conditions from the contractors. As a result, it will be necessary to find a balance between all requests and get a product that absolutely everyone will like. A lot of time and effort is also spent on monitoring the implementation of the idea, the quality of the work performed.

In parallel with all this, we can also highlight a number of advantages that are characteristic of real specialists in comparison with neural networks:

• Creativity of thoughts, intuitive approach to the implementation of tasks. A real person will be able to cope even with very complex, extraordinary tasks, such as those that require non-standard solutions, taking into account not only their own experience, but also the wishes of other people, current trends of our time. All that the neural network will be armed with when generating graphic content is the prompt that you write to it. And the quality of the finished image will largely depend on the accuracy of the task.
• The ability to build relationships, negotiate with customers, contractors, prove the prospects of your idea. Any live communication always involves diplomacy, the ability to negotiate, understand the context, read non-verbal cues. This is something that even the most advanced neural network cannot cope with.
• The ability to independently create a technical task for subsequent work. Practice shows that not every customer initially provides a clear and consistent technical task. Most business representatives do not understand exactly what they want to get. As a result, they turn to designers not only for the implementation of a certain idea, but also for the search for the idea itself. A real person, with the help of leading questions, a cycle of clarifications, will still be able to form an idea that the customer will like, and then bring it to reality. Artificial intelligence will not work without a clear technical task.

All this allows us to confidently assert that in the foreseeable future, neural networks will not be able to completely replace designers. Here we return to the same statement with which we began our review: artificial intelligence is simply an assistant to a real person. Something that can speed up the execution of work, offer several templates for subsequent revision. And the designer will bring these ideas to perfection, receiving an extraordinary, creative graphic design as a result.

The main risks of excessive use of artificial intelligence

In the block with the disadvantages of using artificial intelligence in graphic design, we highlighted such a moment as the deja vu effect, that is, the uniformity of materials. And this problem is really relevant. One has only to look more closely at all the advertising, graphic design of brands that surrounds us. A huge number of similar banners, posts on social networks and even the design of packaging for this or that product. You can be sure that a modern user will definitely notice all of this. He will also see that all of these materials look artificial. They do not have the zest, character, soul that would be typical of graphic design created by a living person.

If you decide to completely rely on neural networks in your work, and use them with or without reason, you may face the following consequences:

1. Loss of brand identity. The entire design of your business will be faceless. This means that with its help you will not be able to stand out from the competition, but will turn into a uniform gray mass.
2. A decrease in trust indicators from the target audience. As soon as users see that you have replaced fine design work with images generated by a neural network, you can be sure that the level of trust in your company will significantly decrease. The audience will perceive this as neglect of their duties and the desire to offer exclusive products to the market.
3. The emergence of errors that can seriously harm the development of the business as a whole. We have already said that the algorithms on which artificial intelligence works do not take into account the specifics of a particular brand, cultural characteristics, values. All this can lead to awkward situations.

Also, do not forget that today artificial intelligence is at a stage that does not allow it to create truly clear and accurate pictures. Many neural networks generate photos of people using a standard template, making them very similar to each other. In practice, there are often cases of distortion of facial shapes, adding extra fingers and other moments that negatively affect the realism of the finished image.

Copyright compliance when using artificial intelligence

The issue of copyright compliance on the Internet is quite acute today, so we will briefly dwell on this point. The first thing we want to draw your attention to is that in most countries of the world, copyright is assigned to a real person. This means that it does not apply to algorithms, including those that neural networks use in their work. That is, it is impossible to exclude the possibility that your image generated by a neural network can be taken by anyone and no sanctions or restrictions will be applied to them.

In order to prevent this, you will need to secure the possibility of using artificial intelligence on a contractual basis in advance. Some modern companies also indicate in such a document the possible degree of revision of the basic content. As an option, this could be making unique edits, combining different images, adding text accompaniment, etc.

But still, copyright in the context of artificial intelligence is a topic that today does not have strict rules or regulatory requirements. Moreover, lawyers of leading global brands are quite skeptical and cautious about the use of neural networks in creating graphic content, as they are afraid of potential lawsuits. Therefore, before you start using this or that platform for generating images, you need to carefully study it, pay attention to what materials were used at the stage of its training. This is what will allow you to avoid direct copying of materials, as well as learn how to adapt them to the specifics of your brand, thereby increasing uniqueness. This is what will not only give the finished design its own distinctive feature and uniqueness, but also make it more authentic, meaningful, and help minimize the likelihood of legal risks.

Additional recommendations

The use of artificial intelligence in graphic design is what will provide specialists with good assistance in creating unique author's projects, will help reduce the time and effort for their implementation. But at the same time, you can not completely rely on neural networks. You should use them as an assistant to an experienced designer. This is the only way to get amazing results and minimize potential risks. Here are some additional recommendations, following which you can avoid reputational risks, maintain high levels of trust from the target audience:

• Approach current tasks comprehensively and consciously. You should use artificial intelligence where it is necessary and justified. If you have an important project to work on, you can't do without hiring a good designer.
• Add emotions, feelings, and sincerity to the generated material. We have already talked about the fact that neural networks do not have their own feelings; their entire experience is limited to what was embedded at the machine learning stage. That is, it is important for you to take the resulting design as a basis, and then make individual adjustments to it, taking into account the characteristics of the brand you are working with and your personal feelings. As a result, you can get a design that is endowed with emotionality, which the audience will definitely appreciate.
• Always check the result. It is important to very carefully monitor the created content for errors, cliches, and certain moments characteristic of a certain niche or region.
• Never forget about copyright. Despite the fact that this point is not yet enshrined in law, you still need to create your own materials, and not borrow them from your competitors. It is also important to understand that the content you create does not violate other people's rights.
• Any experiments should be carried out consciously. Use neural networks to create prototypes, templates, tests. Make certain adjustments to the PMT, getting different solutions as a result. As a result, it will be much easier for you to choose the final version that will reveal the brand values in detail.

As you can see, the recommendations are quite simple, but they really work. And each of you will be able to see this for yourself.

Let's sum it up

Artificial intelligence in modern graphic design is a tool that will inspire designers, simplify and speed up the execution of daily tasks. But at the stage it is at today, it will not be able to replace professional designers and push them out of the market. In any case, it is necessary to manage the work of the neural network. And this should be done comprehensively, responsibly, and wisely. You must understand that any ill-considered hasty decisions can seriously harm the reputation of your business and its work in the market as a whole.

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