Artificial intelligence (AI) is set to transform the workforce at an unprecedented rate. In order to survive, design graduates need to evolve and learn an entirely new skillset and way of thinking. Your competition just shifted in a big way. Employers are doubling down on women and families. They look for candidates who can work best alongside AI tech and infuse their distinctive human ingenuity.
Artificial intelligence has changed the landscape of what employers want for entry-level job seekers. It has further changed the hiring playing field in many sectors. There’s no doubt that many firms today favor hires who’re capable of assisting with the incorporation of AI into their efforts. This change is a product of the entire industry—the need for creativity and technical skills to work together has never been higher.
Some organizations are actively searching for individuals with distinct voices to ensure their offerings stand out amid the homogenization caused by AI’s rapid output. For instance, creative agency Milk&Tweed emphasizes the importance of a proactive mindset in potential hires, recognizing that a personal touch can differentiate their work from that produced by AI.
The effect of AI on employment has already been seen in a number of high-profile instances. Fashion brand Mango received criticism online for employing AI-generated models in its “Sunset Dream” campaign. Critics railed against the action as “false advertising,” and expressed concerns about the decision’s effect on American workers. In 2022, Heinz attracted both attention and some outrage by using AI to generate twelve ketchup-themed works of art for a single ad. This accident further exacerbated the existing conflict between emerging technology and established workforce positions.
Klarna, the second-most valuable private American financial technology company, has used AI to cut its workforce by more than half. The company doubled down by laying off 700 workers, claiming a gain in efficiency. This decision led to complaints about lower quality customer service, prompting Klarna to reconsider its strategy and plan to rehire staff to enhance customer interactions.
For recent grads such as Ashleigh Sadler, radical and sudden improvements from AI have created a gray area. Sadler, a 2019 graphic design graduate, had a hard time securing an industry position. Heartbroken, she even went through the process of retraining her certification as a paramedic. In response to the competitive environment, she has taken steps to upskill in animation, aiming to offer clients a broader range of services.
For recent visual communication graduate Darby Hutchby at RMIT, it’s a double-edged sword with AI replacing some jobs and roles while enhancing others. He’s well aware of the pressure felt under the weight of competition against beautiful AI-generated designs. “Because AI can create things so quickly, clients expect designers to do the same,” Hutchby noted. “We take a lot more of a personal approach.” This sentiment showcases an emerging concern industry-wide. I think a lot of them feel like with AI coming up, there’s pressure on them to always be one-upping things.
Dr. Rebecca Ross, a national design technology expert, provides a much more hopeful outlook. She believes that while it is “impossible” to fully predict how AI will reshape the industry, it could open new opportunities for designers willing to adapt. “Graphic design has always developed in step with technological change – from letterpress to phototypesetting to desktop publishing and now Gen AI,” Dr. Ross stated.
Creativity in adversity
Despite the considerable challenges described above, recent graduates are still figuring out how to stand out creatively. Jake Jeffries, another recent grad, believes trends are important. Trends are essential elements of impactful designs. “This is a project I did for free for my mum’s business,” he shared, illustrating how personal projects can showcase individual style and skill. “I always like to hear people say… that shows that you enjoy it.”
The conversation around AI adoption in creative sectors is ongoing, with the pros and cons still being assessed by those who work in the industry. Grace Warren speaks candidly about the pressure that comes with this new reality: “Feeling threatened by AI is a real thing; you are competing against it, and it makes you feel extra pressure to do even better.”