Why Human Creativity Will Always Outshine AI In Design

There can be no denying it, Artificial Intelligence is transforming the world we live in. Bit by bit, AI is beginning to creep into every industry, and the world of design is no different. However, while these tools can certainly help streamline processes and improve efficiency, they are never a match for human creativity.

AI design is only able to create work from the information it is given, making it essentially a mirror of the past. It can never truly innovate on creative campaigns or understand cultural nuances in the way a human designer is able to. In this latest article, we take a look at why human creativity will always shine best when it comes to brand identity, web design and any aspect where you want your company to stand out.

The problem with AI design

On a surface level, the first time you use AI to create copy or design, it can seem impressive. These draw upon millions of existing datasets, whether that be stock images, previous ad copy, layouts or social media posts. However, it’s only when you dive into these a little closer that you see that all AI is doing is rehashing and recycling the past, not inventing the future.

As AI becomes more commonplace, it is becoming increasingly more obvious when companies are using AI as part of the marketing, brand identity or web design. While technically correct, the resulting output lacks any emotion or creativity, those special touches that make it uniquely you.

Artificial Intelligence is only able to remix; it can never originate, which means by relying on AI for your creative campaigns, you’ll just be copying what someone has done before you. Not only that, but AI is also unable to understand the subtle humour, tone or symbolism that humans instinctively react and engage with. That means it lacks the emotional depth needed to connect and resonate with consumers and partners.

Stifling creativity

Of course, while that lack of connection with your audience will harm your company’s growth and reduce brand loyalty, it is not the only issue of AI design. Artificial intelligence is having a worrying impact on the way humans think.

By relying on AI, human are outsourcing their problem-solving to a machine. While that might sound like a positive, it’s dulling creativity and output. Instead of thinking carefully about your audience, messaging and the style that will resonate best, AI is just generating whatever it wants, which companies are just accepting.

Think of it like a calculator. Using one will help you get the answer, but solely relying on one will lead to you forgetting how to do basic maths. Creativity is a muscle, and when we stop using it, it begins to weaken.

This trend is not just going to be impacting the design industry, though. If every creative campaign begins to look and feel the same (and if you’ve scrolled through your social media feed recently, you’ll feel like it has), audiences will start tuning out, brands will lose their uniqueness, and the marketplace will become a sea of blandness.

The environmental impact

One aspect of artificial intelligence that is not getting the coverage it deserves is the massive impact it is having on the environment. The vast data centres needed to run these tools consume staggering amounts of energy, and is expected to reach 945 TWh by 2030… more than double what it is now.

Not only is this leading to a huge increase in emissions, but the heat that this use generates requires significant amounts of water to cool the servers and keep them operational. There is also a need for constant hardware upgrades, resulting in more electrical waste going to landfill.

In comparison, a human designer working on a laptop in a small studio has a far smaller environmental footprint. That means choosing human-led design isn’t just better for your brand identity and connection with your audience, but also better for the planet!

Why human creativity always excels

When you work with an experienced designer, you are gaining access to something that a machine will never have. You will be gaining lived experience, intuition and the creative ability to break the rules in a meaningful way.

These individuals will have the ability to understand context and know the cultural, social and emotional layers that give your brand identity depth. And rather than just copying previous human creations, they will be able to push the boundaries in ways that AI will never be able to. Not only that, but they will evolve with you as your brand story changes over time, adapting the designs to reflect your growth and evolution.

Finally, a good designer will work to build a connection and relationship with you, asking the right questions and understanding your goals far beyond a simple mood board. When looking for website design or launching a creative campaign, working with a human is your chance to invest in originality that will help your brand stand out from your competitors.

Final thoughts

AI tools are here to stay, there is no question about that. While these tools can be useful in certain situations and help to streamline certain aspects of your role, they are never going to be able to replace the creativity and ingenuity of humans.

Rather than handing your brand identity or creative campaign over to an algorithm that reshapes something your rivals have already done, work with a professional designer to generate something meaningful that deeply resonates with your target audience. Here at Pinkdot Design, our team is on hand to help you every step of the way through innovative human-led design that support you in maximising your reach and elevating your brand.

Want to learn more about our unique approach? Get in touch with our team today, who will be happy to help!