AI Tools in Design, Assistant, Not Artist

AI is here. The question is not, “Should we use it?” but “How should we use it?”

I treat AI as an assistant. It helps me explore variations, test palettes, and mock up ideas faster. It does not replace intent, or the ability to listen, synthesize, and decide. Fast Company’s coverage on AI and creativity echoes this, generation without judgment is not creativity.

The danger is treating AI as the artist. That is when we get soulless logos, templated identities, and visuals that do not fit the audience. The story and the strategy still come from us.

If you want AI in your process without losing your voice, I can help you set guardrails that keep empathy and brand intent in charge. Contact me.