WHOSE DESIGN IS IT ANYWAY? THE IMPACT OF AI ON CREATIVE CAREERS

World of Work • May 27, 2025

What prospective students must know about the implications of Artificial Intelligence

Artificial Intelligence (AI) has transformed a multitude of fields, from business and law to ICT, where it has proven invaluable in analysing data, improving efficiencies, and identifying patterns. In these domains, AI’s role is rather linear: it processes information, supports decision-making, and sometimes even drives innovation.


However, in the creative industries and design, where processes are deeply iterative (needing constant refinement), contextual, and human-centred, GenAI’s impact is far more disruptive. It brings new capabilities and complex ethical questions that go to the heart of creativity itself, says Marili Jefferies, Head: Instructional Design at IIE Vega, a brand of The Independent Institute of Education, SA’s leading private higher education provider.


This raises a huge conundrum for creative people considering turning their passion into a career: Does it make sense to pursue such a career in this age of AI?


“As AI-generated art and design proliferate, creative industries face challenges distinct from those in more technical domains. In the creative sphere, questions about authorship, originality, cultural impact, and even job displacement loom large, prompting artists, audiences, and society more broadly to question the boundaries and responsibilities of creatives utilising GenAI,” says Jefferies.


DOES THE HUMAN TOUCH STILL COUNT FOR SOMETHING?


Generative AI is a tool, not a replacement for human creativity. It can churn out designs or ideas fast, but it lacks the soul, intuition, and context you, as a human designer bring, says Jefferies.


And indeed, AI designs are now so ubiquitous and obvious that they are already facing pushback.


“Those in the creative field, or considering a career in the creative field, should understand that yes, the field is evolving. AI is great for prototyping, iterating, or handling repetitive tasks, freeing you to focus on deeper, original work.


“But clients and audiences still crave human perspective, storytelling, and emotional resonance, which AI can’t fully replicate. Additionally, creatives should lean into what makes them unique. Their taste, cultural insight, or ability to solve specific problems. Specialise in areas where human judgment shines.”


Unlike algorithmic problem-solving, creative industries rely on context-sensitive processes. Design is not just about generating outputs but also about responding to user needs, testing and refining ideas, and engaging in dialogue with stakeholders.


And over-reliance on GenAI may lead to the homogenisation of creative outputs.


“If widely used models draw from similar datasets, often trained on dominant Western visual and cultural references, this could marginalise diverse perspectives and stifle cultural specificity in design. This lack of contextual cultural awareness becomes especially problematic when AI-generated art is used commercially, as it risks commodifying and misrepresenting cultures and perpetuating cultural bias and stereotypes,” Jefferies says.


AUTHORSHIP AND OWNERSHIP


One of the primary issues surrounding AI in the arts is authorship. If something is AI generated, who owns it? Is it the designer who inputs the prompts, the organisation using the design, or even the developers of the GenAI model?


Intellectual property (IP) laws in South Africa, like in many other regions, attribute copyright to human creators, leaving AI-generated works in a legal grey area (for now). This ambiguity impacts not only individual designers but also businesses investing in GenAI-generated assets, as the lack of clear ownership frameworks can complicate commercial use and licensing.


“Furthermore, transparency in GenAI use is a growing ethical concern. In commercial design, brands thrive on authenticity and originality. If audiences are unaware that a visual identity, illustration, or campaign is AI-generated, it can undermine consumer trust and devalue the perceived craftsmanship of design work.”


THE FUTURE OF CREATIVE


Jefferies says the creative industries are at a pivotal moment.


“GenAI offers tools of immense potential, yet its impact must be critically assessed. Addressing authorship rights, ensuring transparency, preserving iterative and context-sensitive design processes, and mitigating environmental costs are all essential to maintaining the integrity and sustainability of creative practice.”


Jefferies says that despite the rapid advancements in generative AI, a career in the creative industries remains a compelling choice because human creativity offers something AI cannot: emotional depth and authentic connection.


“AI can generate visually stunning designs or draft ideas at lightning speed, but it cannot weave personal experiences, cultural nuances, and emotional resonance into its work. Clients and audiences continue to seek the human touch in stories that reflect lived experiences, designs that evoke genuine emotion, and solutions that address specific cultural or social contexts.



“Creative professionals bring unique perspectives shaped by their individuality, intuition, and ability to interpret complex human needs, which AI struggles to replicate. By honing skills in storytelling, cultural insight, and human-centered design, creatives can carve out a niche where their work stands out against the often formulaic outputs of AI, ensuring their relevance and value in an evolving industry.”


The World of Work

By World of Work June 3, 2025
RIUC is ADvTECH’s first tertiary institution outside South Africa
By World of Work May 16, 2025
Open Days offer a window into the academic, social, and cultural life of an institution
By World of Work May 6, 2025
A foundational step in shaping your academic journey and future career opportunities
By World of Work April 22, 2025
Standing out in a competitive job market requires proof of skill, innovation and industry recognition
By World of Work April 15, 2025
With a strong turnout of clients and stakeholders, the breakfast provided a valuable platform for networking, discussion and exploration of opportunities.
By World of Work April 10, 2025
Urgent work required to ensure equitable access
By World of Work March 18, 2025
Flying the Vega flag high after their outstanding performance in the 2024 Loeries Official Rankings
By World of Work March 13, 2025
Promoting a culture of social responsibility prepares graduates to be advocates for justice
By World of Work March 6, 2025
Continuous professional development training across both schools and tertiary phases, focused on driving excellence in education
By World of Work March 4, 2025
Named finalists in the globally recognised UX Design Awards
More Posts