Can artificial intelligence out-design us? Or is it just another tool in our creative toolbox?

Artificial intelligence is no longer the future of design—it’s the present. Tools like Midjourney , Runway , and Adobe Firefly have become everyday companions for designers, accelerating tasks like prototyping, concept ideation, and repetitive adjustments. But does their rise signal a new era of collaboration, or are we losing the soul of human creativity?

Take Heinz’s “Ketchup AI” campaign, where generative AI created abstract representations of ketchup based on global visual cues. The results were captivating—abstract red splashes instantly evoked the iconic Heinz bottle, proving the power of AI in brand storytelling. See the campaign here.

While these tools make work faster and more efficient, they also challenge us to redefine our roles as designers. Are we now curators of AI outputs, or does the magic lie in our ability to bring human emotion, storytelling, and intent to what machines produce? Personally, I believe AI should be a tool, not the star. It can generate options, but the designer’s role remains irreplaceable in making strategic, culturally resonant decisions.

Brands like Spotify are already striking this balance. Their personalized playlists use AI to curate music but lean on human creatives to deliver a visual and emotional punch through campaigns like Spotify Wrapped. This is the sweet spot: AI assists, but humans elevate.

So, what’s your take? Is AI empowering creativity, or are we outsourcing our imagination? Let’s discuss!