The use of AI is leading to a flood of designs, content and supposedly perfect images. This has far-reaching consequences for both the way design agencies in the country operate and their business models.
W&V: What impact does the use of AI have on the growth strategy of design agencies?
… let’s quickly ask ChatGPT: “The use of AI can definitely have a positive impact on the growth strategy of design agencies. AI technologies enable design agencies to work more efficiently and offer innovative solutions. By using AI, repetitive tasks can be automated, saving time and resources. Furthermore, AI algorithms can help analyse data and identify trends, which can lead to better customer engagement and improved product development.” Boom. Took 10 seconds.
Correct in substance, but not the answer to the question. Because anyone can give this answer. At any time. Identically. You don’t need an answer generator for that.
Here at BRANDCODE, we pursue a growth strategy derived from our clients’ requirements and needs, and we grow in a way that feels right for us. Market demands naturally play a role, but they do not drive us. Nor do we focus on optimising our offering in such a way that we surpass ourselves every year.
The focus of our work lies in conceptual, strategic and creative problem-solving. The execution of the work is, of course, a factor, but it is not what sets us apart – neither from our (relevant) competitors nor from AI tools, which can undeniably render certain tasks obsolete and/or perform them better.
W&V: How is AI changing the way we work with and for our clients?
Like every other technological innovation in the past, AI is changing the way we design, work and communicate.
As designers, we constantly strive to be more creative and innovative in our work. We seek new ways to push the boundaries of design and create something truly unique. With recent advances in the field of artificial intelligence, it is becoming increasingly possible to use it to enhance the creative process. It helps us to develop creative ideas, optimise existing designs and, in some cases, even create complex designs.
Artificial intelligence is thus becoming an increasingly integral part of the creative process. AI is revolutionising the way we think about and approach design, and is having a profound impact on our creativity and design output.
W&V: To what extent does the range of services need to change in order for a design agency to remain relevant and important to its clients? (After all, they too can – or could – access AI tools themselves.)
The use of artificial intelligence in the design process can be of great benefit to agencies and clients. AI tools can automate tedious tasks such as the creation of images and graphics, allowing designers to focus on the creative aspects of their work. This technology also has the potential to produce exceptional visual results that can reflect a company’s corporate identity. This could help curb the overuse of stock imagery and create surprising, unique visual worlds. We couldn’t agree more.
It is well known that AI can analyse user data to better understand customers’ preferences and behaviour. This helps to design touchpoints in such a way that they are better received by the target audience and strengthen customer loyalty. With the increasing prevalence of AI tools, companies can utilise these capabilities more directly to learn from their users. This also means that design is no longer a matter of individual taste, but can be assessed more objectively and analytically.
Overall, the use of AI in the design process can open up many possibilities.
It is crucial that the strategic and content-related aspects of a project are developed in close collaboration between the agency and the client, and that the design outcomes are carefully developed and selected. Otherwise, there is a risk that a homogeneous visual identity will increasingly emerge across different brands. If several companies use the same AI tool to create their designs, their identities will begin to resemble one another.
W&V: Does AI mean we have to offer different services now – or in the future – than we have in the past?
Of course. But this is a normal process that has not arisen solely because of ever-improving AI tools. It has always been our task as designers to develop solutions to the questions and problems of our time. In doing so, it is not only the topics that have changed, but also the media, how they are used, and the expectations and habits of the target audiences. And, of course, the tools we use. We can – and must – still think, plan, dream and design for ourselves.
Text: Martina Lewis