The AI Debate: Process vs. Product
Every few years, designers or creative producers panic like it’s the end of the world. A new tool shows up, and suddenly everyone’s talking about the death of design.
This time, it’s AI. And the noise is deafening. People who think design means picking a PowerPoint template are writing up rants about the creativity industry’s demise. But the more I hear about the future of design or video, the more I think about its past. Side note: I can be a little bit of a contrarian.
When I think about this industry, I realize it’s always been this way. Computers were going to kill real design. Then the internet. Then stock photo sites and video producers. Then Canva. Each time, we adjusted, evolved, and kept creating.
I’ve been doing this for twenty years, and every shift feels familiar. The tools change, but the fear stays the same.
Let’s be honest. AI isn’t coming for your job. But it should make you nervous. Not because it’s creative, but because it’s fast, tireless, and getting better at pretending to be. If that shakes your confidence, you might be valuing the wrong things — and I think a lot of people talking about AI right now are.
If your worth is measured by moving pixels or assembling layouts, you’re already replaceable. Design tools have always aimed to remove barriers and make execution easier. Computers, stock libraries, and templates make the technical parts of design more accessible.
Craft still matters. I’m a designer, and I take pride in precision and skill. However, the real creative value lies in why something exists and how it connects with people. That’s the part only humans bring.
AI can remix, but it can’t originate. It can output, but it can’t care. That’s your job. Your value is in the why, not the how.
I use AI for my process, not my product.
It helps me create pre-vis for shoots, explore directions, and bounce ideas for interviews. It’s my collaborator, not a replacement.
So, stop wondering if AI is coming for your job. Make it nervous you’re coming for its.
Because the future of design isn’t man versus machine. It’s man plus machine. And if you play it right, you’re still the creative director in that relationship.
Michael is the Creative Director and co-founder of FoxFuel Creative. He loves British music, vintage German cars, and American history, and his sarcasm knows no bounds. #DreamBig
