We've been having a lot of fun testing AI recently in a brand and web projects.

I'm a big believer in everything we produce is human first and AI assisted to help spin up ideas of enhance our digital presence. Behind the scenes there isn't anything we can't achieve in digital now. With Claude 5.5, An initial brief and just a few prompts later on a logo animation and I can visualise what I want for my animators and not just have to talk them through a few slides. Most will say do we even need to improve what claude spits out, but I notice the little things and the little things are why we are always busy. But this unlock has huge potential for us and our clients.

Love the little petals shifting like they're saying hi. Lovely work, Alex!

AI didn't take my job. It became my business partner.

Every designer I know is asking the same question right now: what's left for us when AI can make something pretty in 10 seconds?

Here's my honest answer, from branding and from product.

The way I work has completely changed. Moodboards, variations, mockups, even clickable prototypes: what used to take days now takes hours.

But here's what nobody says out loud: people are making a lot of pretty things. And pretty doesn't build a brand.

Pretty doesn't tell a stranger why they should trust you.

Pretty doesn't make your offer clear in 5 seconds.

Pretty doesn't fix the screen where users give up.

That part is still on me. It's actually most of my job now.

So I stopped seeing AI as a competitor. It does the drafts, I do the thinking, and my clients get both, faster.

Designers, how has AI changed the way you work this year?

Wonderful presentation and I like your thought you shared