This research examines the use of artificial intelligence (AI), machine learning, and DIY-centric template tools in the area of graphic design and how they affect business’s using them for branding and visuals, and how that impacts the graphic design industry. Although the use of AI in graphic design is a fairly new trend, the technology has been developing over the last several decades, if not longer. With AI definitely here to stay, it has become vital to explore how businesses and designers will move forward and utilize the tools it offers. Incorporating historical and statistical evidence, professional insights, case studies, and visual analysis, this thesis compiles the challenges that outweigh the advantages of AI-generated design and provides insight in how to move forward with a solution. It argues that AI’s lack of human-touch, authenticity, and understanding of humanity is the prime reason that AI-creations in graphic design can be a tool that empowers designers, gives inspiration, and streamlines processes, but it can not be relied on to design independently.

Graphic designers are creative professionals who transform a client, company, or brandʼs vision by translating it into a visual representation that can be used in advertising, websites, print, and other marketing materials. Graphic designers play an integral role in successful marketing and branding ideation.

AI is one of the most rapidly advancing technologies impacting industries and the integration of AI and design is revolutionizing the ways designers can create visual content. In conjunction with AI, automated design tools have been developed. Automated design tools use AI to arrive at new designs based on data sets containing information about designs, various visual styles, users and audience data, and more.

With the rise of automated tools and platforms granting the masses the ability to design with no formal training, some in the graphic design industry worry it has and will continue to have a negative impact on the profession. Additionally, as automated tools integrate more and more technology, there is a fear within the graphic design community that professionals will lose work by way of these platforms. The most prominent factor that is still firmly in the grasp of designers is the ideation process as well as the application and management of designs. No automation tool or program is currently able to create a design from concept to implementation with no assistance from human interaction.

Todayʼs businesses cannot exist without graphic design. Behind every logo, website, product label, and advertisement are graphic designers utilizing their knowledge in design processes, principles, and psychology to combine artistic elements with design expertise that drive engagement and sales. With so much visual pollution across various medias and platforms it is imperative for businesses to find ways to stand out. Graphic design professionals create unique and customized content that avoids consumers tiring of repeated graphics and ignoring designs that look the same.

As automation in the field of graphic design continues to develop, it has become increasingly clear that while artificial intelligence can be a valuable tool, human designers bring nuanced and inventive contributions, culturally, emotionally, creatively, and otherwise, that AI cannot replace. Graphic design is still a huge responsible factor in the visual communication between businesses and their customers, making it crucial to ensure it is done to the highest standards.