When did speed become more important than the creative process?

Recently, I experienced something that made me reflect on how AI is changing the way businesses approach design.

My team and I were working on a creative project. We explored different directions, presented our work, received feedback, and made the requested adjustments.

At one point, we understood that the design was almost finalised. But shortly after, the direction changed, and the decision was made to move forward with an AI-assisted alternative because it was faster.

And that got me thinking.Are we starting to value how quickly something can be produced more than the thought that goes into producing it?Don't get me wrong, I use AI too. It's an incredible tool, and I believe it has a place in the creative industry. But I also believe there's a difference between generating something that looks good and developing something with a clear purpose.

Behind every design decision, there's research, discussion, experimentation, feedback, and sometimes a lot of trial and error. Not every creative direction will be accepted. That's part of the job. And I understand that businesses have deadlines. Speed matters.

But I wonder whether we're slowly losing patience for the creative process itself. AI can accelerate execution. But speed alone doesn't guarantee the right direction. As someone running a small creative studio, I'm still learning how to balance creativity, efficiency, and client expectations in this changing industry.

I'm curious how other creatives and business owners see this.

Are we becoming too focused on producing things quickly, rather than understanding why we're producing them in the first place?