Designers have spent years saying they would do better work if the organisation got out of the way. Not always in those exact words, obviously. It usually comes out as something more reasonable: we didn’t get enough engineering time, product had already decided the solution, the roadmap was too packed, leadership only cared about this quarter’s numbers, research got cut, the experiment was never run properly, the design debt was known about, but nobody wanted to spend a sprint fixing it.

Much of this is true. Most designers have worked inside that awkward middle space between product and engineering. Product frames the problem, or at least thinks it does. Engineering decides what is feasible, or at least what is affordable. Design is expected to make the thing clearer, simpler, more coherent, more usable, and occasionally more desirable, while also being careful not to disrupt the plan too much.

That position has always been uncomfortable.

Designers are told to think strategically, but often lack the power to act strategically.

They can spot the broken onboarding flow, the confusing upgrade path, the empty state that makes users feel stupid, the feature that looks reasonable in a product review but makes no sense in real use. Seeing the problem is one thing. Getting it fixed is another.

So design often becomes an argument. You make the case. You annotate the flow. You bring the research clip. You point to the support tickets. You show the Figma prototype. You explain why the “small edge case” is actually the first-run experience for half your new users. Then everyone nods, agrees it matters, and moves on to whatever had already made it onto the roadmap.

This is one reason AI is more interesting for design than the usual “will it replace designers?” debate suggests. The real change is not that designers can make more screens. Nobody needs more screens. The interesting change is that designers may need less permission.

The Bull Case: Designers Need Less Permission

A good designer can now move from “we should fix this” to “I fixed this, and pushed it live.” They can prototype the alternative onboarding flow, write and test clearer product copy, build a rough working version of the interaction, clean up small pieces of design debt without waiting three months for a roadmap slot, and make the better thing visible enough that it becomes harder to ignore.

That changes the politics of the work. Design has often relied on persuasion because designers lacked direct means of production. AI weakens that dependency. Not everywhere, and not for everything. Complex products still have architecture, infrastructure, data models, permissions, security, compliance, legacy systems, and all the other unglamorous reasons software is hard. But the boundary is moving.

More of the gap between having the idea and making the idea real can now be crossed by a motivated designer with the right tools.

In this version of the future, designers become less permission-dependent: less reliant on product to bless the problem, less reliant on engineering to make every small improvement real, less trapped in the role of internal critic, taste-provider, or Figma operator. More able to make, test, repair, and ship.

The best designers start to look less like traditional product designers and more like hybrid product leaders. They still care about interaction, hierarchy, language, flow, brand and craft, but they also understand the commercial shape of the problem. They can make trade-offs. They can prototype in code, or close enough to code. They can use AI to explore options quickly, then use judgment to throw most of them away. They can sit with a founder or PM and move from a vague product concern to something tangible by the end of the day.

There may be fewer of these people, but they will be harder to ignore. The current design-org model was partly built around scarcity: scarce engineering time, slow production, expensive prototypes, handoffs between specialists, heavy coordination across teams. If AI reduces some of that scarcity, it probably reduces the need for some of the roles that grew around it. The optimistic case is not that every designer keeps their job and gets a productivity boost. That feels like wishful thinking. The more believable version is that the total number of designers goes down, but the designers who remain have more direct influence over the product.

That is not a bad outcome for the strongest designers. It may even be the thing many of them have wanted for years.

The Bear Case: Autonomy Exposes The Gaps

Autonomy has teeth. If AI gives designers more room to act, it also removes some of the cover. The same constraints that held good designers back have also protected weaker ones from being tested too directly.

For years, it has been easy to say: I had a better idea, but we never got the engineering time. Sometimes that was exactly what happened. Sometimes the better idea was never really more than a critique. It had not been made concrete. It had not been tested. It had not dealt with the awkward trade-offs. It sounded strong because it lived safely in opposition to the shipped thing.

A lot of designers are good at noticing what is wrong. Fewer are good at deciding what should happen instead. Fewer still can make that alternative real enough for other people to judge. AI will expose this gap.

If you can prototype the recommendation, the recommendation has to get better. If you can make the alternative flow, the flow has to survive contact with details. If you can test the product copy, you have to care what happens when users read it. If you can fix the small piece of design debt, you have to decide whether it was really worth fixing.

Some designers are not as strategic as they think they are. They have learned the language of strategy without the discomfort of owning outcomes. They can talk about user needs, business goals, systems thinking, and product quality, but struggle when asked to make a call. They want influence, but not the exposure that comes with it.

The profession has spent a long time arguing that design deserves more power. Fine. But more power means fewer excuses. It means the work is judged less by the elegance of the argument and more by the quality of the thing you made, tested, or changed. That is a better standard, but it will not be kind to everyone.

There is a second bear case, and it is probably the one large design teams should worry about most. Product and engineering already have more institutional power than design in most companies. They own the roadmap, the technical architecture, the sprint machinery, the metrics, and usually the language leadership understands. Design often has to translate its concerns into someone else’s terms before they count.

AI may not rebalance that power. It may hand product and engineering enough design capability to make design easier to bypass. A PM who can generate a decent flow, decent copy, and a decent prototype may not feel the same need to involve design early. An engineer who can use AI to produce a reasonable interface may decide the design system covers enough of the decision-making. A founder who can get to a polished demo in an afternoon may confuse polish with product thinking.

The problem is not that these people will suddenly become great designers. The problem is that many companies do not know the difference between great design and plausible design. Plausible design is dangerous. It looks coherent in a product review. It uses the right components. The spacing is fine. The copy is not embarrassing. The flow mostly works. Nobody in the meeting feels strongly enough to object. So it ships.

A lot of bad product decisions already survive because they look plausible. AI will produce more of them. This is where design could lose ground quickly: not because taste, judgment, research, and interaction thinking stop mattering, but because the visible outputs of design become easier for other functions to imitate.

If a company already thinks design is mostly screens, prototypes, and polish, AI gives it a cheaper way to get those things.

In that world, design does not gain more agency. It gets narrowed. The remaining designers manage the design system, police component usage, review flows that have already been decided, tidy the interface, maintain brand consistency, and get pulled into high-stakes launches, executive demos, and the occasional messy cross-platform problem. Useful work, but a smaller surface area. Less shaping the product, more maintaining the furniture.

This is why the “AI will automate the boring 20%” argument feels too comforting. In some companies, perhaps that is what happens. But in large tech organisations, where design teams grew around coordination, production and process, the cut could be much deeper. Not 20%. Maybe 50%. Maybe more. Especially in places where leadership never really understood why the design team had grown so large in the first place.

Where I Think We Might End Up

The painful part is that both futures can be true at the same time. AI can make the best designers more capable and many average designers less necessary. It can give design more agency while reducing design headcount. It can help a small number of designers move closer to product leadership while pushing others into governance and clean-up work. It can free designers from waiting for permission, then reveal that some were more comfortable waiting than acting.

The designers who do well will not be the ones who merely use AI to produce more options. Options are cheap now. They will be the ones who know which option is worth pursuing, why it matters, how to test it, what to cut, where the product is lying to itself, and when “good enough” is quietly damaging the business.

They will have taste, but taste will not be enough. They will need product judgment, technical curiosity, commercial awareness and the nerve to make decisions before every variable is settled. They will need to be comfortable moving between a customer conversation, a prototype, a pricing concern, a brand question, and a messy implementation detail without insisting that all of those belong to someone else.

I’m not completely sure where we end up. I hope it is closer to the bull case: fewer permission structures, more making, more agency, better designers finally able to show what they can do without being held back by the machinery around them.

I fear it may be closer to the bear case: product and engineering absorb much of the work, companies decide plausible design is good enough, and design loses status, headcount, and strategic ground.

In reality, it will probably be some uncomfortable mix of the two. Some designers will use AI to gain more agency. Some companies will use it to need fewer designers. Some teams will produce better work because the distance between judgment and execution gets shorter. Others will ship more plausible mediocrity because nobody in the room can tell the difference.

For years, designers have said they could create more value if they were less constrained by the organisation around them. AI is about to test that claim. Some will finally get to prove it. Some will find out the constraints were doing them a favour.

Further Resources

“Good from Afar, But Far from Good: AI Prototyping in Real Design Contexts,” Huei-Hsin Wang and Megan Brown (NN/Group)
The UX design field has been flooded with AI-powered prototyping tools that generate interfaces from natural-language prompts. Despite the huge marketing hype, an evaluation with real design scenarios revealed that while these tools can follow instructions to achieve a general goal, they often lack the sophistication to weigh design tradeoffs and to produce thoughtful, high-quality designs without extensive guidance from humans.
“AI Design Tools Are Marginally Better: Status Update,” Megan Brown, Caleb Sponheim and Taylor Dykes (NN/Group)
AI-powered design tools have improved, yet we’re still nowhere near the usefulness we’ve been promised. This article reviews several AI tools and features, including: Figma’s Rename Layers, Rewrite This, Find More Like; Khroma Color; and Midjourney. The authors also take a look at the wireframe and prototype generation capabilities of some AI tools.
“Using AI for UX Work: Study Guide,” Tanner Kohler (NN/Group)
Unsure where to start? This curated collection of links to articles and videos about the best ways to introduce artificial intelligence for UX design work should help you.
“I used AI for every task for two weeks,” Joanna Otmianowska (DEV Community)
The author (who is a front-end developer) tried to use Claude Code for every task at work. This turned into a full-on experiment. In the article, Joanna shares all the details about the experience.
“How AI will Affect the Design Industry,” Andy Budd
It is likely that AI is not going to "kill design" in the next few years, as some are claiming. However, these are definitely times of change, and change means that there will be big opportunities for those who embrace new technologies early.
“Design has been too settled for too long,” Andy Budd
For a discipline that talks so much about change, design has been running on a surprisingly settled operating model. AI is starting to break that model. In this article, Andy reviews in detail the current trends regarding adopting AI in the daily workflows of design teams.
“What Designers Should Take From Benedict Evans’ Latest AI Deck,” Andy Budd
Benedict Evans has a useful habit of standing slightly away from the noise. For years, his big strategy decks have acted as a kind of weather map for the technology industry: mobile, media, ecommerce, platforms, regulation, capital flows, and now AI. They are not predictions in the cheap sense — they are attempts to show the shape of the system: where the money is going, what assumptions people are making, which comparisons are lazy, and where the industry may be fooling itself.
design + AI conference

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