Last week, I attended one of my favorite events of the year, the New York State Sheep and Wool Festival, in Rhinebeck, New York. It’s a cozy fall tradition that I’ve kept for a dozen or so years—hand-dyed yarn, apple cider donuts, animal husbandry– what’s not to love?! One of the festival’s traditions that I never miss is a darling little poster contest where participants submit designs to represent the festival for the following year. Festival goers get to vote “yes” on any design that they like, and the winning design is featured on the following year's commemorative tote bag.
Naturally, as a graphic designer and yarn lover, I think this is incredibly delightful. The designs range from charmingly hand-drawn sketches, to intricate paintings clearly made by professional artists. Execution aside, I typically vote for the designs that I think would look the best in print, on a canvas bag or an event schedule, as these are the intended applications.
This year, however, I looked at the designs in an entirely different way than I had before. While I’m not sure any of it was actually AI-generated, I couldn’t shake the feeling for a few of the pieces, and it’s something that made me frown. The possibility alone changed how I looked at them. Suddenly, the qualities that would once have impressed me made me suspicious. Was I looking at a beautifully crafted illustration, or something someone had generated with a few prompts?
While I might have voted for the more ‘polished’ pieces in the past, this year I found myself voting for works that felt ‘real’.
This got me thinking about trust and what that “polished” look actually communicates.
Polished design can subconsciously communicate:
Reliability
Care and craft
Thoughtfulness
These are qualities that make me feel at ease. For a long time, visual polish was a pretty reliable signal that someone had invested time and expertise into what they were presenting. In corporate branding, a certain level of polish and consistency in design is going to evoke a feeling of trust that might make the difference in a client’s or customer’s experience.
And, trust is everything.
But, when anyone can generate something “beautiful” and “polished” in seconds, does that same level of polish still communicate the same things?
This has interesting implications for branding, too. A beautifully designed website or logo might make a business look credible, but looking credible isn't quite the same as being credible. The best branding doesn't just look professional. It communicates something genuine about the people and values behind the business.
While AI-generated design accomplishes a high level of polish, there is clearly something missing. It’s not always easy to describe it, but my subconscious picks up on it. As an experienced creative, I am deeply connected to that gut-feeling and this lack of soul makes me feel uneasy. I think this is because it feels like a shortcut—the absolute antithesis of all of those important qualities that I listed above.
I've seen a lot of pushback against AI-generated imagery in the design community and beyond. And honestly, when I see younger generations pushing back against AI-generated content, it gives me a little hope for humanity. There's something reassuring about people actively seeking out work made by other people. It tells me that authenticity still matters.
Even so, I’m not going to be one of those people who draws a hard line just yet. I genuinely believe that these AI tools are incredible and there is a time and place to use them.
I think of AI as a tool that can compensate for my weaknesses and amplify my strengths. I’ve experienced AI tools accelerate my own work and improve my processes in a way that is both humbling and absolutely exhilarating (vibe-coding, what a rush!). I think “cutting corners” can actually be a good thing when good enough is genuinely good enough. And truly, there is a point where AI isn’t just "cutting corners” anymore, but the actual best way to get something done.
As I said, I don’t think drawing a hard line is a productive approach as the tools keep changing. But if I think the use of an AI tool may undermine trust and connection with my fellow humans, that’s when I will choose a different method.
Eventually, AI may be able to out-design me, whatever that means. But it could never replace the relationships I build with my clients, or the satisfaction of making something together that genuinely represents who they are.
So, I'll keep doing design the “old-fashioned way,” because the “old-fashioned way” is the way that brings me joy and what connects me to this work.
