Jet Marketing


I’ve heard rumblings from fellow designers worrying they may one day be replaced by the advancements in AI. But I believe, AI will become a design partner rather than replacement. AI only generates art by learning what humans create (for the foreseeable future at least). You can’t take the humanity and creativity out of design; or replicate the organic creative process designers go through. That is just not something you can generate. The journey that is unique to each designer with an original point of view is where humans have the upper hand.

If you give 5 designers the same logo design project and parameters, no one is going to come up with the same logo – it’s unique to every single designer and their influence, emotions and experience. There is no one solution in design, no right or wrong.

AI has already proven that sometimes it’s inaccurate. Just last month during its very first demo, Google’s AI chatbot Bard made a factual error about the very first image taken of a planet outside our solar system.* There was the time an AI-powered camera was supposed to automatically track the ball at a soccer game but ended up tracking the bald head of a linesman instead.**

But since creativity isn’t fact based, then AI may prove to be a valuable tool.

A tool in the toolbox

Design has always evolved with advancements in technology – new software, new tools – moving from hands on to the computer. Same will be for AI. It’s just a matter of knowing how to use it. It can help with research and insights, turning sketches into generated designs. AI will be used in collaboration and brainstorming, a way to help us think differently.

There are already stock layout templates you can purchase and logo generators, but are they superior to what an individual could specifically design tailored for your business? I don’t think so. That’s where our awareness as humans, our understanding of your mission, passion, and uniqueness, gives us a more accurate interpretation of your vision and brand.

For now I think we embrace the advancements, learn and evolve with it, but knowing full well that we as designers are the creators, not AI.


Erin Rogers, Creative Director at Jet Marketing

Erin brings her trademark creativity to every facet of her life – from work and parenting, to family playtime. She finds breakfast time with the kids (and a big cup of coffee) to be the best time to connect and get the creative juices flowing.