"Déjà-vu is a familiar sensation in graphic design. There is always a popular template, plug-in or feature that becomes trendy, encouraging a flurry of similar-looking work, before the inevitable drop off. For years, these systems have allowed designers to make stylistic leaps quicker, to make sense of partially formed ideas faster. The resulting flatness is merely a side effect of multiple people harnessing the same tools, for the same steps in the design process. Not evil, but inevitable."
"AI, like any tool in a designer's belt which introduces automation, can also increase similarity. The artist, writer and technologist James Bridle likens this to the similarities in the appearance of buildings - a result of the default settings in the design software used by architects. But, unlike the tools designers and architects have used in the past, generative AI tends to nudge us further in the "correct direction"."
AI is increasingly present across creative industries and alters how designers generate ideas and styles. Popular templates, plug-ins and features repeatedly produce similar-looking work and accelerate stylistic shifts, causing recurring flatness when many people use identical tools. Generative AI introduces automation that can amplify similarity by nudging creators toward default or 'correct' directions. Generative models can act as personalised collaborators, offering tailored responses that can outweigh traditional digital tool inputs. Early research found AI can increase the number of ideas an individual produces while reducing semantic distinctiveness across groups, contributing to broader homogenisation.
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