99designs survey on designers using AI as a creative tool

How Designers Are using AI as a creative tool

There’s no doubt that the rapid evolution of generative artificial intelligence (AI) has taken the world by storm, sparking debates about its impact on various industries, including design. As tools like DALL-E, Midjourney, and Adobe Firefly become more integrated into the creative process, the question arises: is AI a threat to designers, or does it have the potential to elevate human creativity? The 2024 survey by 99designs by Vista dives into these pressing concerns, offering insights into how freelance designers are adapting to AI and what it means for the future of the industry.

‘Disruption in the design industry is something we’ve all experienced first hand,’ 99designs by Vista CEO, Patrick Llewellyn comments. ‘We believe in the power of human creativity, and it’s inspiring to see both the excitement and pragmatic approach to the opportunities created by this new technology. These optimistic survey results, alongside the fact that our designer community has now earned over half a billion dollars through the platform, reassure us that while the landscape is evolving, the future of design is bright.’

(above) Poster design by Windmill Designer™ using Midjourney and edited in Photoshop

(banner) Album art designed by Lee Chatte uses Photoshop’s AI tool to create the flower field

‘AI enhances simplicity, but not creativity, in my opinion’

– code.signs – Albert Haryo Prayoga

99designs, a global creative platform known for connecting clients with freelance designers, conducted a comprehensive survey involving over 10,000 freelancers from 135 countries. The report, which compares data from 2023 to 2024, examines how AI is impacting designers financially, influencing career perspectives, and shaping the creative landscape. The findings reveal a significant increase in AI adoption and a growing sense of optimism among designers, with more than half (52%) already using generative AI tools—up from 39% in 2023—and an additional 24% eager to start. Moreover, respondents (38%) reported feeling more optimistic about AI than they did 12 months ago.

Despite headlines predicting doom for the design industry, the survey found that only a small number of designers are uninterested in incorporating AI into their work. On the contrary, AI is being embraced as a creative ally, with designers primarily using it for broad idea generation, copywriting, and automating basic tasks. The tools are helping creatives speed up workflows, allowing them to focus on more fulfilling creative tasks. For example, as one designer noted, AI has even brought hand sketches back into architectural visualizations by enabling quick rendering of basic concepts: ‘I use AI tools mostly for architectural visualizations. It is helpful in many phases of my work to upgrade my renders,’ says GagaSnaga. The full survey results are available here!

Poster by Robi One created using Midjourney and Photoshop

‘We are the teachers, AI is the student’

– animaturas – Gustavo Estrada Wong

Generational differences also emerged in the survey results, with Gen Z leading the way in AI adoption. While usage rates decrease with age, even Baby Boomers show a growing interest, with 31% expressing a desire to incorporate AI into their creative processes. This trend indicates a widespread willingness across all age groups to leverage AI technology. ‘We are the teachers, AI is the student. As overwhelming as it feels, we as creative beings have obligations and responsibilities. The field of this is so wide and we have to do what we can to teach AI and ourselves how to use it and make it a tool not a threat,’ exclaims designer Gustavo Estrada Wong.

In 2024, the majority (56%) expressed excitement about the role of generative AI in shaping the future of design, while 39% believe it will positively impact their careers. The reasons cited for this optimism include improved tool quality, a better understanding of AI’s capabilities and limitations, and changing client demands. However, it’s not all smooth sailing. The survey highlighted ongoing ethical concerns, with many designers (76%) pointing out major unresolved issues, including copyright and ownership of AI-generated images, potential plagiarism, and the rapid development of AI without ethical guardrails.

Book cover by semnitz™ created using Midjourney and then worked on in Photoshop

AI doesn’t take your job, but the people who are using AI will take your job’

– designbyuki – Yuki Mardani

AI’s influence on freelance designers’ earnings is evident, with 61% reporting that AI has affected their income in 2024, up from 45% in 2023. Interestingly, more designers have experienced a positive financial impact than those who have seen a loss in income. While this trend suggests a generally favorable outlook, the financial implications of AI remain complex. As designers look to the future, 47% expect AI to boost their earnings, while 33% remain concerned about potential income loss.

As generative artificial intelligence continues to evolve, designers are preparing to future-proof their careers. In fact, the survey indicates that 63% of respondents expect new roles to emerge in the creative industry as a result of it. Upskilling has become a priority, with 88% of designers considering it important to learn how to use AI effectively. This sentiment underscores a future where human creativity and AI tools are not in opposition but rather complementary elements in the design process.

T-shirt design by bBmM uses AI elements of the cyclists within the design