In a study involving Harvard researchers, consultants were tasked to either work the old way (i.e., non-reliance on machines), while another group could utilize GPT-4, the AI machine tool.
The results were shocking:
- The AI-assisted group outperformed the no-AI group in almost every measure of performance.
- AI-assisted group tended to over-rely on the computer systems, opening up the possibility of errors slipping into their work.
- Non-AI groups identified the brighter candidates.
This duality mirrors a growing concern: As machines become faster and more efficient at performing tasks, we’re required to do less. But in the same way, as fish lose buoyancy after neglecting their swim bladder, designers risk losing their creative muscles.
The Design Process Was Always an Investment
Design has never been just about the outcome— but included an ROI feature i.e the more energy invested the more creatives got stronger. For designers in the pre-AI era, this meant hours spent sketching, experimenting, and refining. In return, they developed instincts that could cut ideation time in half.
Tributes to this fact exist – creatives like Chris Do swear they could ideate logos in seconds—it’s not magic; but muscle memory built from years of deep work.
For many new designers today, this reality is becoming rare.
- When AI can automatically cut months of learning color grading, why spend time learning it?
• The lure of design demons means humans are bound to explore the easy route, but what’s the trade-off?
• And if designers like Juliet Chiemerie, putting in 40 hours of creative work, no longer exist, is the creative discipline going down the drain?
But AI can’t be jettisoned.
Artificial intelligence means tedious tasks adding little to creativity, like icon alignment, can be jettisoned. Client demands met faster, and cheaper alternatives like image generation against stock imagery can be explored… The advantages are undeniable despite the risks.
At NGD, we believe in the use of Artificial Intelligence when it follows these three fail-proof tips:
• The Why – Know why you’re using It… to skip the thinking or to enhance it?
• The How – AI should support your human touch… use it after you’ve done the work to validate, not before to avoid mistakes.
• The When – True creativity is still sparked by human imagination.. utilize AI to refine ideas not generate.
The power of Artificial Intelligence in the hands of a hard worker: malik
Malik is a good example of the power of AI in the hands of a hardworking artist.
His work elevates African identity, showcasing the African aged with grace and dignity—a truth rarely portrayed in Western media.
The use of AI here speaks for itself, but the employment of the three rules above makes Malik a more recognized artist capable of commanding attention at global events!
How are you using AI—losing your comprehension daily or sharpening your output?
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