Artificial Inspiration

Of course, you could say that as a designer I’m bound to have an opinion on this subject — and perhaps even expected to argue against AI altogether. But that’s not the point. There are positives to AI, and it can be genuinely useful in the right moments. What matters is recognising the pitfalls, understanding the differences, and keeping our own informed judgement at the centre of the creative process.

AI can mimic creativity, but it can’t originate it. What looks fresh is usually just a rehash of what already exists — inspiration without substance.

There’s no denying that artificial intelligence has become a handy tool in all industries. It can create quick ideas, generate text in seconds, and even suggest colour palettes or layouts. It all feels incredibly convenient.

But convenience doesn’t always equal quality.

At Red Bonsai, we believe great design comes from understanding people — their stories, their goals, and their challenges. And while AI has its place, relying on it to deliver a good, accurate response to a design brief can cause more problems than it solves. Whether it’s branding, logo design, or a poster to be shared across social media, a human approach still matters.

AI can’t understand personality and emotion

A brand is more than a logo. It’s a personality. It’s a feeling. It’s the story behind a business.

AI doesn’t feel anything. It simply reacts to patterns in data.

You can ask an AI tool for a logo and it will give you something that looks “logo-like,” but it won’t understand the enthusiasm of a founder, the heritage of a company, or the subtle shift in tone that makes a brand warm, bold, quirky, or trustworthy. Good branding picks up on emotion — and that’s something only people can do.

AI struggles with context

Design briefs often involve small details that make a big difference.

Who is the audience? What message needs to come across? How will a design be used in the real world?

AI tends to miss these nuances. It might produce something that looks right at first glance but is slightly off — the wrong tone, the wrong metaphor, or a graphic that feels out of place for a particular industry. These mistakes only reveal themselves later, when a human reviews the work — a human who understands why these mistakes are mistakes.

AI repeats what already exists

AI doesn’t create original ideas; it blends what it already knows.

That means the more we rely on it, the more design risks becoming samey and predictable.

Great design stands out. It’s shaped by experience, creativity, and a real understanding of the client’s story. Those qualities can’t be automated.

AI doesn’t think about long-term brand strategy

A piece of design doesn’t live on its own. It needs to work across a whole brand system — from websites and print materials to social media, signage, emails, and everything in between.

AI focuses only on the one thing you’ve asked it to make. It doesn’t consider future growth, consistency, usability, or how a design will behave across different platforms. Professional designers think several steps ahead because they understand how brands evolve over time.

AI can’t have a creative conversation

Some of the best ideas come from talking — asking questions, listening, sketching, refining, and bouncing ideas around

AI can generate answers, but it can’t sit in a meeting and sense excitement, confusion, or a spark of inspiration. It can’t read a room. It can’t feel the energy of a moment. Collaboration is key to good design, and that’s still a human strength.

AI brings legal and ethical uncertainties

There are real risks with AI-generated work, such as:

• Designs accidentally resembling existing copyrighted material

• Client information being used to train future AI models

• Limited or unclear ownership rights

These issues can cause problems for businesses further down the line — which is why caution is essential.

Craft still matters

Good design isn’t just about making something look nice. It’s about clarity, balance, accessibility, and getting the message right.

It’s about years of experience and careful decision-making.

AI tools can make suggestions, but they don’t understand why certain choices matter. Craftsmanship is still at the heart of what we do.

AI is a fantastic tool — but it’s just that: a tool.

It can support the creative process, but it should never replace the thinking, care, and understanding that professional designers bring.

Great design is built on human connection, empathy, and creativity. I believe those qualities will always be essential, no matter how clever the technology becomes.

Ashley McGovern

Director