AI in Design: Support Act, Not Star Performer
AI has quickly become the colleague everyone’s talking about — fast, eager, and surprisingly capable in certain areas. But as anyone who’s experimented with it knows, it still lacks the nuance and human intelligence needed to take centre stage.
At Gosling, we believe in the transformative power of intelligent creativity — where insight, imagination, and purpose combine to deliver outcomes that matter. AI has a role to play, but it isn’t the driver of that process. It’s a tool, not a replacement.
Where AI adds value
With the right prompts, AI can accelerate delivery. It can retouch, refine, and reproduce at speed, freeing up time for higher-value creative thinking. It can generate imagery when stock falls short, and in motion design, it can even stretch clips seamlessly. Used well, AI streamlines process and creates space for human creativity to thrive.
Where AI falls short
But speed isn’t strategy. AI struggles with purpose, intuition, and cultural context. In areas like healthcare — where we often work with sensitive topics and complex science — those are not optional extras. They are what ensures communications resonate with HCPs, patients, and the public.
AI also falters on consistency. While it can produce at scale, it rarely maintains a clear brand voice. And it cannot provide the judgment, empathy, and understanding that underpin meaningful, trusted communications.
The human factor
That’s why we view AI as a support act. It can take on the repetitive and mechanical, but it is human insight and creativity that connect ideas to audiences, inspire action, and deliver outcomes.
The takeaway
AI can enhance efficiency, spark new directions, and strengthen process. But intelligent creativity — creativity powered by insight and guided by purpose — will always require human imagination.
The future of design isn’t AI instead of people. It’s AI with people. And that’s how we ensure creativity doesn’t just capture attention, but delivers lasting impact.
