Some clients expect it. Others distrust it. Some creatives are leaning in, others hesitate, and there are a sneaky few who use it but don’t announce it. I get it. AI is shaking up our process and familiar territory.

When AI first became a clear disrupter, I was in the group that was hesitant to not lean in. I didn’t understand its abilities and blockers, and I was confused on how others were implementing it into their work.

But it’s been a while since those early days, and I’m seeing a clear shift in acceptance from both creatives and clients. The industry has clearly gone from just playing with it for fun to expecting it to be a part of the creative process, and workflow.

But like with all things, there are still those who are hesitant, and I think that comes down to a lack of clarity and communication on how to use it, and how to use it correctly.

That hesitation leaves room for misunderstanding. To some, AI looks like a shortcut, a way to skip the hard parts and push out work quickly. And to be fair, some are taking that approach. There are creatives using it without a strong design foundation, relying on the tool to do the heavy lifting without bringing in the design eye, strategic thinking, and years of experience that makes the work stand out and have an impact. Using AI without that knowledge base is where AI starts to look like a crutch, and it feeds the skepticism on both sides.

But when used with intention, AI isn’t replacing creativity, it’s extending and streamlining it. When senior and director-level creatives use AI they are taking the lead. They know how to guide it, how to identify incorrect outcomes, and more importantly know when to have AI streamline the process vs when it's better for them to do the work.

For me, AI shows up in a few different ways:

But how do clients come into the story? A common question I hear is "Do your clients know when you use AI in a project?" For me, and the team at Wizardly, the answer is yes. They know, and sometimes they are the ones who request it. Earlier this year we had a project that needed quick, inexpensive work, so we pitched using AI to keep it within scope. The client was hesitant at first, assuming AI meant unrefined, one‑click poor outcomes. We convinced them to give it a try by showing past work. After the project, I recorded a training video so they felt empowered to build on their brand. Within days, they sent us what they had created with excitement and pride.

If you’re unsure how to start, think small. Use AI as an idea generator, a junior designer who drafts but never ships, or a collaborator whose work always needs your edit. Treat it as a tool to speed up the grunt work, not as something to replace your thinking. Those small steps are enough to show you where it helps and where it doesn’t.

“Individuals need to fill in the gaps and create a complete circle for AI users. There needs to be human supervision of AI’s development and use.”
🔗 The Power of AI for Designers by AIGA

“Attitudes towards AI were complex and often conflicted among the creatives we spoke to, but sentiment was more positive than negative overall, particularly when it came to recognising the power of AI as a tool in a creative toolbox or creative co-pilot.”
🔗 'It's a genie out of the bottle': How AI is impacting graphic design by Creative BLOQ

“With generative AI, more people, even without design or creative background, can visualize their ideas. I see that as an overall net positive thing—no need to pearl-clutch. We need more big ideas and enthusiastic people who are ready to pursue them.”
🔗 How I use generative AI in branding by Charlota