AI has arrived in design – and that’s a good thing. But the most important question isn’t: “Which tools can I use?” Rather: “How do I use AI without my results becoming generic?” ‍ ‍ ‍ What AI is really good at today 1) Visualizing ideas faster Moodboards, layout variations, image styles, text drafts – AI shortens the “blank page” phase. 2) Producing content more efficiently Social posts, landing page copy, SEO structures, image variants – everything is faster when you provide clear instructions. 3) Structure & summary Briefings, interview notes, feature lists: AI helps translate chaos into structure. 4) Small UX helpers Microcopy variations, error messages, tooltips – AI can deliver better wording if you provide context. ‍ ‍ ‍ What AI can’t do (and why that matters) 1) Product strategy AI doesn’t know what you really want to achieve. It can only make suggestions. Strategy arises from business goals, user needs, and market understanding. 2) Responsibility AI doesn’t bear the consequences. You do. That’s why you need to make the decisions, not the tool. 3) A truly independent brand system AI can imitate style. But a consistent design system that scales across months and teams is created through thought and governance. ‍ ‍ ‍ The right AI workflow (that doesn’t look like an “AI template”) 1. Clear input: target audience, product, tone, examples 2. Exploration: AI generates options 3. Curated decision-making: you select, combine, eliminate 4. Systematize: rules, components, patterns 5. Test: does it actually work with real users? AI is the turbo. But you need the steering wheel. ‍ ‍ ‍ If you want to use AI without everything seeming generic, I’ll build you a workflow: toolset, guidelines, prompt structure + quality control – tailored to your brand. ‍