New research from Designit, the global experience innovation consultancy owned by Wipro, reveals that a majority of creatives continue to view AI as a mere assistant rather than a central tool in their creative processes.
The study, based on responses from 1,200 creatives, including industrial, product, and UX designers, highlights a prevalent sentiment among 84% of participants who consider AI as a helpful assistant but express reservations about its integration into the core of the creative process.

Perception of AI as a ‘Creative Cheat’

A noteworthy finding from the research indicates that a significant minority of creatives strongly perceive the use of AI in the creative process as a form of cheating. This sentiment was echoed in qualitative feedback, with one respondent likening AI to an “enthusiastic junior prospect with exceptional math skills.” Another participant predicted that while the use of AI is inevitable, it may be susceptible to misuse in the creative sector, drawing a parallel to how steroids are viewed in the fitness industry.

In alignment with the findings from practising creatives, a smaller survey conducted among students as part of Designit’s AI residency at the School of Visual Arts revealed that future designers also perceive a reliance on AI as a form of cheating.

Miguel Sabel, global head of strategy and sustainability at Designit, commented on the findings, acknowledging the suspicion towards AI among designers and creatives. Sabel emphasized the need to strike a balance, asserting that while using AI for safer, administrative tasks is common, playing it too safe could result in falling behind. He highlighted the importance of understanding when and where to apply new technology, emphasizing that the end result and its impact take precedence over the tools used in the creative process.

The research reflects the ongoing discourse within the creative industry about the role of AI, with professionals and students alike navigating the balance between leveraging technology for inspiration and addressing concerns about its potential impact on the authenticity of creative work.