06 | AI vs. the human touch: who wins in design?

Is AI the future of visual communication? If you’ve stumbled upon any of the impressive AI-generated visuals circulating on social media lately, you might just think so. Capable of producing incredibly sophisticated imagery, from photorealistic portraits to slick product visuals, AI image generators have sparked a lot of buzz over the past year or so – as well as the odd raised eyebrow from the design community.

At OurCreative. we’re a curious bunch, and we’re all about staying ahead of the curve. While we’re always interested in learning more about the possibilities of AI in design, one big question remains: can AI ever replace the magic touch of a human designer? Cynics might say that for all its shiny novelty, AI can actually be a hindrance to well-crafted creative ideas – and we’re inclined to agree. While AI can produce amazing visuals, we think the human touch will always remain essential in AI-powered design. Here’s why.

The evolving landscape of design  

AI’s impact on visual communication

So, what actually is the AI phenomenon? For anyone still blissfully unaware, let’s take a quick look at how AI is changing the design industry.  

Simply put, AI models can produce stunningly realistic visuals from simple text descriptions. It’s a capability that was almost unthinkable just a few short years ago but is now ushering in a new era of creative possibilities for artists, designers and brands alike – for better or worse.

While the rapid rise of AI can at times feel straight out of a sci-fi movie, the concept has been around for decades. The term ‘artificial intelligence’ was first coined all the way back in the 50s. Back then, AI pioneers were fascinated by creating machines that could problem-solve like humans. Early AI efforts were humble, but they planted the seeds for today’s powerful AI models that can now generate photorealistic visuals with almost uncanny accuracy.

Back in the modern day, it didn’t take long for brands to capitalise on the new hype surrounding AI image generators. Just months after AI game-changer DALL·E 2 arrived on the scene, food giant Heinz Ketchup launched a tongue-in-cheek ad campaign entirely composed of AI-generated visuals. It’s not just big-budget campaigns either. Everyone from up-and-coming indie artists to established creative professionals has been experimenting with AI to produce digital art, with increasingly impressive results that often blur the lines between human and machine creativity.

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The pace of AI shows very little sign of slowing down. It’s an industry already worth billions and is set to grow to an eye-watering $1.3 trillion over the next 10 years. But with AI growing so quickly, it’s leaving many wondering whether creative businesses need to use AI to stay ahead. We’re fascinated by the potential of this emerging technology, but it presents both opportunities and challenges for creatives. Our passion remains firmly rooted in human artistry – AI is a powerful tool, but can never truly replace the creativity of human minds.

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Creativity and the human experience

Creating a human-AI design collaboration

While the technical capabilities of AI image generators are intriguing, we all know true creative brilliance comes from humans. Visual communication, particularly when it comes to branding and packaging, isn’t just about aesthetics – it’s storytelling in a way that sparks genuine emotion and connection.

AI fundamentally lacks the cultural contexts and lived experiences that make great art so compelling. Whether it’s a burst of nostalgia, joy or inspiration, successful art and design taps into emotions that are deeply, inherently human. And machines just can’t compete. Our team of creative minds aren’t afraid to take the odd risk or inject more personality into our work, because we know it’s our fearless, inherent humanity that helps our clients’ brands live and breathe.  

Of course, that’s not to say we’re completely dismissing the potential benefits of AI. We know that machines can’t recreate the personal flair and human emotion that our team injects into their work – but there’s no denying AI’s impact on efficiency and staying ahead of the curve. We’re interested in where and how AI can find a place in the creative process. For example, many creative professionals are already exploring how AI can help automate time-consuming tasks. Image resizing, asset cropping, generating alt-text and colour correction are just some examples of menial jobs that could potentially be handed over to AI. This could free up valuable time for creative teams, giving them more space to focus on the big, exciting ideas that creatives are all about.  

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Tomorrow’s design playground

The future of visual communication

There’s no doubt that the future is exciting. With the new advancements AI brings to the world of design, there are so many new creative possibilities to explore. The future belongs to those willing to push boundaries, and we’re all about striking the perfect balance between leveraging AI’s efficiency and celebrating that beautiful human spark that machines just can’t seem to get right. As a design agency, it’s us that our clients trust and believe in to move their brand forward. Not algorithms, but intrinsically creative people whose minds machines can only aspire to replicate.

AI is enjoying its time in the spotlight for now, but should we be scared? Absolutely not! While the lingering ‘Fear of Becoming Obsolete’ (FOBO) is real, AI is simply a mirror of who we are. In an industry so inherently reliant on human connection and creativity, humanity is AI’s greatest blind spot. Emotional intelligence, empathy, intuition – these are all things that algorithms can’t understand. That means it’s up to us to help steer AI’s evolution so that it boosts our creativity rather than overshadows it.

AI is the shiniest new toy in the creative toolbox, and clearly won’t be going away in a hurry. But, like with all toys, the true potential of AI can only be unlocked through human creativity and imagination. The more we play and discover its possibilities, the more we stand to learn from AI. The most impactful designs throughout history have come from daring creative spirit and AI is still just a tool – albeit an extraordinarily powerful one. In the hands of a skilled designer, its potential could be unlocked in exciting ways, but the true magic will always come from the people who breathe life and emotion into designs. Here’s to a future where human creativity remains the beating heart of design!

At OurCreative, our bunch of talented humans help create brands that people believe in. Ready for us to breathe new life into your brand? Get in touch.