The Heart of the Critique
In a recent podcast appearance, Figma CEO Dylan Field argued that artificial intelligence models, by their very nature, produce “average” results. Because AI is trained on vast datasets of existing images and designs, its output tends to reflect a blend
of what it has already seen. The result, Field suggests, is a sea of sameness—designs that are competent and polished, but lack a unique point of view or true originality. This critique isn't about the technical capability of AI, which is improving at a breathtaking pace. Instead, it’s about the soul of design. The fear is that an over-reliance on AI tools could lead to a creative monoculture, where brand identities blur and digital experiences lose their distinctiveness, all defaulting to a safe, algorithmically approved aesthetic.
A Tool, Not a Creator
Field’s comments align with a growing perspective in the design community: AI should be viewed as an assistant, not a replacement for human creativity. Figma itself has integrated AI features designed to automate repetitive tasks and accelerate workflows, such as generating diagrams or removing backgrounds. The strategy appears to be to position AI as a co-pilot that handles the grunt work, freeing up designers to focus on higher-level strategic thinking, problem-solving, and bringing a unique vision to life. Proponents of this view argue that human designers remain essential for framing concepts, making nuanced decisions about user experience, and taking creative risks that an algorithm, programmed to find the statistical average, would never attempt. It’s a vision where AI gets you the first 70% of the way there, but the final, most crucial 30%—the part that makes a design special—still requires a human touch.
The Counter-Argument: Democratisation and Speed
Of course, not everyone agrees that AI's output is doomed to be generic forever. Many view the current state of AI design as a temporary phase, similar to the early days of any new technology. The counter-argument is that AI is a powerful democratising force. It allows small businesses, startups, and non-designers in India to create professional-looking marketing materials and websites without a hefty budget. This accessibility can fuel innovation and entrepreneurship. Furthermore, for professional designers, AI tools offer unprecedented speed, allowing them to explore more ideas, create multiple variations for testing, and deliver projects faster. Some believe that as the technology matures, it will become better at generating novel concepts, moving beyond mimicry to become a true creative partner. The focus, they argue, should be on learning how to guide these tools toward more interesting outcomes.
What This Means for Designers in India
India’s massive and growing technology and design ecosystem is at the centre of this shift. For Indian designers, the rise of AI presents both a challenge and an immense opportunity. The threat of commoditisation is real; if AI can produce “good enough” design quickly and cheaply, it could put downward pressure on pricing for routine work. However, it also offers a chance to scale. Designers who master AI tools can take on more complex projects and serve a global client base more efficiently. Field himself has predicted that AI will lead to more people holding the job title of 'designer,' not fewer, as it becomes more integrated into other roles. The key for survival and success will be to move up the value chain—focusing on creative strategy, brand storytelling, and user empathy, which are skills that remain uniquely human.
Beyond the Template: The Future Role of the Designer
Ultimately, the debate sparked by the Figma CEO’s comments isn't about whether AI is “good” or “bad.” It’s about how the role of the designer is evolving. The consensus is shifting away from pure execution and toward strategic oversight. A designer’s value will increasingly lie in their taste, their ability to articulate a vision, and their judgment in curating and refining AI-generated options. As Field noted, companies are already looking for ways to prove authenticity and create work that doesn't feel like it came from a machine. This creates a premium on originality. The future-proof designer won’t be the one who can create a perfect layout by hand, but the one who can ask the right questions, push back against the easy answer, and guide both human teams and AI tools toward something truly new and meaningful.
