AI in Design: Balancing Innovation with Human Creativity

The use of artificial intelligence in the design industry can be a controversial topic. Whilst some designers fully embrace new tools and ways of working, others remain cautious about their implications. But as AI continues to evolve and expand its capabilities, the question has become how to integrate it thoughtfully into creative workflows.

At Show + Tell, we're finding that AI works best when viewed as an assistant rather than a replacement. New technology excels at handling the less creative, repetitive tasks that can consume valuable design time. By delegating these tasks to AI, our team can redirect their energy towards the things that truly matter: conceptual thinking, creative design, and collaborative brainstorming sessions that produce genuinely innovative work that has impact.

The Irreplaceable Human Touch

AI has a fundamental limitation: it lacks genuine human understanding. AI cannot fully grasp the emotional nuances and human thinking behind effective design. Context, cultural sensitivity, and emotional intelligence remain human strengths that are critical for creating work that resonates with people.

The technology's shortcomings are often obvious. AI-generated images frequently show perspective issues, inconsistent shadows, and anatomical impossibilities. Whilst fully AI-designed work can be a quick and cost-effective alternative, it rarely matches the quality that experienced designers deliver.

“Things can so easily be taken the wrong way or misunderstood, so it's really important to have the human side of things there for quality control. There’s always going to be areas where AI just isn't quite up to scratch to completely take over.” – Alana Pike, Designer

Human judgement remains essential for quality control.

Mastering the Art of Prompting

Working effectively with AI requires its own skill set. Designers need to learn how to communicate with these tools, understanding which prompts yield the best results from different platforms. The quality of output is directly proportional to the quality of input, making the human operator essential.

AI in Practice: From Concept to Prototype

At Show + Tell, AI has proved valuable in early-stage creative work. Our designers have implemented it in their processes to speed up ideation, help build moodboards, and quickly visualise different directions. AI has also become useful in identifying what not to do. Because these tools learn from existing work online, they often reflect current trends and common approaches. By seeing what AI produces, designers can quickly assess whether their own concepts are falling into generic territory or breaking new ground.

Tools like Figma now have integrated AI features like Figma Buzz, Figma Make and Figma Draw that are changing the way we work. Work that once required connecting every interaction point manually can now be done more quickly, creating prototypes that give clients a realistic sense of the final product. These tools can generate basic code to give developers a starting point, simplifying the handover process between teams, though it still needs refinement.

Personalising the User Experience

We're also exploring how AI can enhance the user experience. By integrating AI into client websites, we can create more personalised, intuitive experiences. We can now easily streamline navigation and adapt content based on industry sector or job title, so each visitor sees relevant, unique information. This allows us to transform websites from static pages into dynamic tools that respond to individual needs.

Looking Ahead

AI tools for designers continue to expand rapidly. Figma has introduced multiple AI features, from asset production tools to illustration assistants that speed up creative work. The benefit isn't just speed; it's about reclaiming time for what designers do best: being creative, experimenting, and refining their craft.

As these technologies mature, the designers who thrive will embrace AI as a creative partner rather than a threat. The future of design will be about finding the right balance between design innovations and human creativity. AI handles repetitive, scalable, data-driven work. Humans bring emotion, strategy, cultural understanding, and the creative spark that makes great design.

At Show + Tell, we're staying curious, experimenting, and keeping in mind what makes human-centred design powerful: our ability to understand people and create meaningful experiences for them - with impact.