Firms are more likely to use technology as ‘the intern in the office’ than as a replacement for skilled staff

Professional designers should not feel “threatened” by the rapid growth of generative AI, according to business leaders, despite fears over job losses in the sector.

With design and film production companies and manufacturers all adopting AI at an accelerating pace, industry bodies said the technology would be used to enhance the work of designers rather than replace them.

As more companies turn to AI, they’re hiring freelancers to clean up its mistakes rather than create original work

Lisa, a freelance graphic designer based in Spain, noticed a shift in her work after the release of ChatGPT in 2022. She went from receiving slow one-off jobs creating logos and packaging to an onslaught of requests asking her to fix versions that were generated by artificial intelligence – from sharpening fuzzy images for printing to turning flawed designs into usable files.

By 2025, Lisa, who asked not to be fully named to avoid solicitations, said 90% of her incoming logo and packaging design requests required cleaning up AI-generated content, work that accounted for 60% to 70% of her annual income. But the grind was exhausting. Clients lowballed her;' some AI-generated designs were so flawed that she had to recreate them from scratch and she worried about being complicit in AI-driven copyright infringement. By the end of the year, she began turning those jobs down.