Artificial Intelligence (AI) in design is no longer a novelty—it has been evolving for over a decade since companies like Autodesk, Adobe, and Meta began integrating generative algorithms into their R&D efforts. However, these technologies have only recently gained mass adoption, unlocking new opportunities for designers and businesses alike. Today, AI is making waves in graphic design, 3D modeling, industrial design, and post-production, offering unparalleled speed, optimization, and quality.
Author — Oleg Yusupov, founder of Phygital+
The Current Role of AI: From Experimentation to Widespread Adoption
The rapid development of machine learning and AI began around a decade ago, initially focusing on tasks like text and image recognition. Five years ago, generative neural networks were primarily confined to research labs. Since then, AI has transitioned into mainstream workflows, significantly impacting three critical phases of the design process: concept development, pre-production, and post-production.
At these stages, AI tackles tasks such as moodboarding, storyboarding, conceptualization, sketching, image editing, and animation. While its role during the actual production stage remains limited for now, it is steadily expanding each year.
Popular tools like MidJourney, Adobe Firefly, and Runway ML are driving efficiency in the creation of text, images, and video. In the realm of 3D design, some open-source solutions are also showing promise, though they still require refinement. These tools not only make creative processes more accessible for businesses but also reduce costs and accelerate project timelines.
For instance, creative and marketing agencies using AI have reported up to a fivefold reduction in design expenses and a tenfold acceleration in tendering processes. For any business aiming to remain competitive in today’s fast-paced market, adopting AI is no longer just an option—it’s a necessity.
The Hybrid Approach: Humans and AI as Partners
The debate about AI replacing humans has been ongoing for over a decade. However, real-world experience has shown that the most effective model is a hybrid one, where AI enhances human capabilities, enabling people to work faster and more accurately. This approach, often referred to as “augmented intelligence,” has proven its viability through numerous examples.
Today, AI primarily serves a supporting role, streamlining routine processes. Tasks that once required manual effort—such as converting 2D images into 3D models—now take mere seconds with AI. Another example is the automated generation of advertising concepts and layouts. By handling repetitive work, AI allows designers to focus their efforts on more creative and complex tasks.
AI not only saves time but also pushes the boundaries of what is possible. Complex and labor-intensive tasks that once seemed daunting are now within reach. For instance, creating a wide range of layouts or scenes for a marketing campaign, a process that once took days, can now be completed in just a few minutes.
The Future of Design: XR, Multimodality, and Real-Time Capabilities
One of the most promising areas for AI in design lies in its integration with XR (Extended Reality) technologies. Devices like the Apple Vision Pro and Meta Quest are emerging as next-generation interfaces where AI enables designers to interact with 3D content in real time. This vision of the future—where virtual reality and artificial intelligence work hand-in-hand—holds transformative potential.
The implementation of such technologies, however, requires overcoming significant challenges. Currently, generating 3D models may take minutes, but to meet designers’ expectations, this process needs to become instantaneous. The ultimate goal is to enable real-time 3D content generation, allowing designers to work interactively, make rapid adjustments, and evaluate results immediately.
Challenges and Limitations
Despite its impressive advancements, AI in design faces several challenges. One of the key hurdles is the availability of data. For example, creating specialized models—whether for medical imaging or unique artistic styles—requires highly specific datasets that are often difficult to acquire. This limitation slows AI adoption in certain niches.
Data ethics is another pressing issue. Many artists and designers are concerned about their work being used to train neural networks without their consent or proper compensation. Web3-based technologies could offer a solution by enabling creators to retain control over their data and receive fair rewards for its use.
Technical constraints also present obstacles. Current AI systems, such as transformers (e.g. GPT) or diffusion models, struggle with the complexity of 3D data and demand extensive computational resources. However, advancements in algorithms and the development of methods tailored to complex tasks promise to address these challenges in the coming years.
The Evolution of Interfaces: From 2D to XR
AI is not only helping designers solve tasks faster but also redefining the way design itself is approached. While 2D tools were once the standard and the transition to 3D brought significant process optimizations, we are now on the brink of a new era. The future of design lies in XR (Extended Reality), where physical and digital spaces converge. Designers will be able to work in intuitive environments where objects seemingly “float” around them.
This transformation is exemplified by the shift from traditional graphical interfaces—windows and buttons—to more immersive and natural modes of interaction. Instead of merely viewing a 3D model on a screen, designers will interact with objects in real-world spaces, revolutionizing the design process.
AI in Design: The Takeaway
The future of design is intrinsically tied to AI. Already, it is optimizing workflows, reducing costs, and unlocking new avenues for creativity. In the coming years, we can expect even more advancements in XR and multimodal interactions, along with instant content generation capabilities.
However, AI will not replace designers. It will serve as a trusted partner, enabling the creation of complex projects faster and with greater precision. Design will become more accessible and efficient while retaining its uniqueness and creative essence. This human-machine symbiosis holds the potential to shape what the design landscape of tomorrow will look like.
