The Augmented Designer

On the value of design in the prevalence of AI and technology-driven development, and the evolving role of designers

By Jasmin el Kordy

As generative AI tools become increasingly sophisticated and capable of producing everything from visual artefacts to written content, the role of the human designer is being questioned. This shift has sparked both excitement and concern across creative industries: if machines can create, what unique value do designers still offer?

To explore this, I interviewed 17 professional designers working with AI to gain insight on the changing role of designers. The research shows that while AI is transforming the profession—as every major technology has before—some core principles of design remain just as relevant as before. In fact, design may be the key for steering meaningful innovation in an increasingly technology-driven world. The following insights from the study reveal how AI is reshaping the design profession and what we can expect from the designers of the future.

From Execution to Strategy: Evolving Design Roles

The study reveals the benefits of AI tools in supporting both creative and analytical aspects of design. Rather than fearing AI, many designers embrace it as a way to improve efficiency and redirect focus toward more complex tasks. AI can be especially useful for automating repetitive processes, supporting research activities, and kickstarting ideation. As one designer puts it: “It’s not the mechanical work that creates value, but the ideas and the end result.” This shift also presents organisations the opportunity to leverage designers' creativity and expertise more strategically—but only if they understand the value it brings and build systems to support it.

Design Principles Continue to Create Value Amid AI Integration

Despite the benefits of AI tools, designers still emphasise that human expertise remains essential for guiding the process and producing meaningful outcomes. As AI becomes more integrated into design workflows and solutions, the following core principles of design remain valuable in directing development towards meaningful outcomes:

1. A Problem-Oriented Approach Helps Avoid AI Hype

The AI hype has led many organisations seeking to blindly implement AI just for the sake of it, without understanding how it can address the problems at hand. Instead, designers advocate for a rigorous, problem-first approach—one that addresses real needs, questions assumptions, and avoids falling into the trap of technological determinism. A designer recounts: “A key principle of mine is to go somewhat against the grain and take the time to precisely understand what we are truly trying to achieve and what the underlying drivers are in this process. We need to know what they are and take them into account to ensure we can create the best possible solution, even if it’s different from what was initially requested.”

“A key principle of mine is to go somewhat against the grain and take the time to precisely understand what we are truly trying to achieve and what the underlying drivers are in this process. We need to know what they are and take them into account to ensure we can create the best possible solution, even if it’s different from what was initially requested.”

2. Human-Centred Design as a Foundation for Responsible Innovation

Designers see themselves as advocates for users and ethical concerns, especially within cross-functional teams where business or technical goals might dominate. Their human-centred mindset is critical for creating inclusive and context-aware solutions that users are happy to adopt. “It’s the designer’s task to be the spokesperson for human beings and the environment, because the economist will not do the job and the engineer may not have sufficient capabilities or interest for it. So, it’s the designer’s responsibility”, one designer reflects.

3. Contextual Awareness Drives Meaningful Outcomes

While AI can assist with individual tasks, it lacks the intentionality and contextual sensitivity that humans bring. Designers are still responsible for understanding broader implications, managing competing priorities, and ensuring solutions deliver genuine value across user, business, and societal dimensions. One designer emphasises the iterative nature of the design process that is needed to arrive at a solution: “As a designer, your main task is to guide and have an overview of the big picture, bringing the different perspectives to the table and shaping AI generated output, while at the same time learning from the different perspectives.”

“As a designer, your main task is to guide and have an overview of the big picture, bringing the different perspectives to the table and shaping AI generated output, while at the same time learning from the different perspectives.”

4. Designers as Translators and Facilitators of Interdisciplinary Collaboration

Designers are increasingly stepping into the role of translators, connecting the languages of users, business stakeholders, and technical teams. Their ability to bridge disciplines, align visions, and guide early-stage problem framing is particularly valuable in AI-related projects, which often involve ambiguity and complexity. As one designer points out: “You have different experts in a team, so as a designer, one of my biggest tasks is to put everyone on the same page regarding what we are doing. And then we define the problem in a proper way, while at the same time questioning things on a high level at the very beginning. We sort of guide and facilitate the direction of the development in projects.”

New Age, New Responsibilities

As AI tools and frameworks become increasingly embedded in both design processes and end products, the designer’s role is expanding from form-giver to strategic thinker. Their ability to question assumptions, advocate for user needs, and align cross-functional teams will be key in ensuring that AI technologies are developed not only efficiently, but also ethically, inclusively, and meaningfully, contributing to a more thoughtful and humane future.

Nevertheless, this shift requires designers to evolve their skillsets to meet new industry demands, making foundational AI literacy essential. Familiarity with the technology and tools enables designers to better identify AI’s potential and limitations. Just as important is understanding business goals and articulating how one’s design expertise adds value, which is critical for advocating the continued importance of design.

Designers—Stay Curious, Stay Critical

Although it can feel disempowering to follow AI development from the sidelines, designers have a crucial responsibility to stay curious and actively engage with the emerging technologies. When used effectively, AI can boost efficiency and elevate the quality of design work, freeing up time to focus on collaboration and advocating for a more humane future. At the same time, engaging with these tools exposes their shortcomings and reinforces the need for human expertise and critical thinking. By working hands-on with AI, designers can build stronger arguments for why your expertise continues to matter.

This article is based on research conducted for my master's thesis for IDBM. Find an extended abstract of the study here or reach out for the full thesis.