Last month, I ran an experiment with our own product at Promer. I asked Claude to write a product brief for our AI Creative Studio homepage. Clear requirements: target e-commerce sellers, emphasize speed and ease of use, highlight the "paste your product URL and get ads" value prop. Then I fed that brief into Figma's Make AI. Hit generate. What came back looked... professional. Clean layout. Orange CTA button. Three value props with checkmarks. Stats prominently displayed (10,000+ users, 1M+ ads created, 4.9 stars). A hero headline that said exactly what the product does. Template showcase below the fold.
The answer lies not in what AI can produce, but in what humans can decide. The real transformation is not about replacing expertise, but about separating the visible outputs of design and strategy from the judgement that gives those outputs meaning. The part of professional work being automated is not the expertise itself. It is the formatting. The model doesn't replace human judgement; it replicates its surface patterns.
I remember a time when designing felt like speaking a secret language, a series of precise clicks and drags that, while powerful, felt more technical than fluid. Over the past three decades the evolution of design interfaces has been a journey from pixels to objects to concepts-each step abstracting away technical complexity and bringing us closer to pure creative intent.