Article published: Belfast Telegraph, Wed 26 Jul 2023 

Emersion Studio, based in Northern Ireland, has worked with companies around the world for over three years to deliver business solutions through digital design, brand design and strategy. Tim McAllister, director of Emersion Studio, shares his thoughts on the swift growth of AI and how it could impact the creative industry. 

Speaking on how the graphic design industry has changed in the last 25 years, Tim explains how a fear of growing technology has always been present. He said:

“When I started my career in graphic design, we were on the cusp of technology. Everything was made by hand and the creative process was a lot more physical than technical. There was a fear of computers advancing even back then, but it wasn’t growing at the same rate it is now.”

Tim continued: “Graphic design is a form of fashion, and it will constantly change and be in a state of flux. Just like fashion, graphic design goes through a range of trends but, it’s usually something that was discovered 20 years ago. It’s all about the next generation rediscovering what’s already happened 20, 30, 40 years ago and reconnecting with that.”

When asked if he views AI as a competitor, Tim said:

“Where I see AI becoming a competitor is when people may choose it as a cheap alternative. Companies may think they can create something that looks fantastic without paying for the quality and the personal interaction of a designer.”

“There can be that perception where people don’t believe or know a lot about graphic design or the creative industry, and they see AI as a quick fix. Unfortunately, there will be a time where companies will choose AI over us. My worry would be that people don’t see a difference in the strategic thought.”

“With AI, there will be an amazing outcome, but will it develop the business or the bigger picture of the company? Graphic designers go through the strategic thought and take in the business culture to meet their needs. Without strategic thought, there will be knock-on effects.”

However, Tim points out that there could be positives to AI for the design industry, explaining how projects could be completed faster.

“As a creative director for a small business, AI could have positives within the mock up process before we get into the detail of designing. The mock up process can be expensive and time consuming, which can add to the cost of the project for a client. Working with AI could streamline that part of the process, passing on a cost saving to the client.”

“If there was a way I could spend less time on production and more time on the creativity side of my business, I would welcome AI into the workplace but, for now, we need a better understanding of the technology and learn how to manage it to benefit the creative industry.”

For anyone wanting to start their own graphic design business today, Tim said:

“You need to be ready for changes in the future. I have worked in graphic design for over 25 years and technology has continued to advance as well as the creative process within graphic design.

“You will get so much reward out of being a graphic designer that you can easily deal with the negatives that come with any job. Graphic design will give you so much enjoyment and freedom that it will feel more like a hobby than your work.”