There’s been no shortage of conversation around AI in design.
Some of it leans heavily one way. Either it’s going to replace creative roles entirely, or it’s overhyped and not quite there yet. In reality, what we’ve found sits somewhere in the middle.
It can be useful. In the right places, it’s very, very useful. But only when you’re clear on how it fits into the process. For us, this started quite simply.
A client suggested we explore using AI tools as part of our design workflow. It wasn’t a big strategic shift at the time, more a case of staying open to how we could work more efficiently. Since then, it’s become a more deliberate part of how our design team operates.
We’ve been using tools like Layer AI to support early-stage design work. Not to replace it, but to speed up the parts of the process that are usually the most time-intensive. The biggest change we’ve seen has been at the start of projects.
Instead of spending large amounts of time creating initial concepts from scratch, we’re able to generate a wider range of design directions much more quickly.
That gives clients more to react to early on. More variety, more options, and a more clear sense of what direction feels right before we move into refinement.
The feedback has been consistently positive, which was actually a bit of a shock to us. We weren’t always so AI forward! But, with careful management and a pragmatic approach, we’re definitely getting there. The client isn’t just pleased because things are quicker, although that helps. It’s because the starting point is stronger. Now, there’s more to work with from the outset.
We’ve also seen some interesting shifts internally, particularly with where the role of designer sits. For our design team, it’s now less about producing everything from the ground up, and more about shaping, refining, and making decisions.
We have an interesting recent example of this, actually. Our designer gave the AI tool a prompt, and it generated a flat image with a set of components that worked well visually - but didn’t quite fit together in a usable way. Rather than trying to recreate it exactly, the approach was to break it apart.
The designer’s role here became less ‘inventor’, more ‘innovator’, as they spent time segmenting and reworking to initial generation. Elements were separated, restructured into a more coherent layout, and then redesigned to fit the client’s needs properly. For us, this is where the value sits.
We certainly don’t want to take AI output at face value, but we’re seeing real benefits to using it as a starting point and applying design expertise later. Prototyping, then turning it into something usable and specific. Notably, we’re seeing some real improvements to where internal time is spent. Less time on the bulk creation phase, more time on refinement, polish, and collaboration with clients.
That’s a shift that really matters when you’re looking to maintain a long and fruitful client relationship. A big part of the quality of our work is what’s delivered, of course. But the process and experience for them contributes to their overall satisfaction. How well the work is shaped, challenged, and aligned to what the client actually needs. That process of collaboration is necessary, but time heavy. With AI as an initial springboard, we’re now able to give that conversation more time and consultative effort.
We’re currently using this approach on a seasonal campaign within an app, covering things like banners and in-app messaging. Early feedback, both internally and from the client, has been very strong. What we’re now moving into is the more important part, which is understanding how this performs.
We’ll be reviewing engagement data, click-through rates, and how users interact with these designs compared to previous campaigns. Because ultimately, that’s what determines whether this becomes a long-term part of the process.
We’re still early in this, but it’s already changed how we approach design work. We still remain against AI ‘replacing’ what we do, but we’re optimistic about it as a catalyst for better work. Giving us more room to focus on the parts that matter most? Well, that can only be a positive.
We’re an app agency with a team of developers, designers, QA’s and product owners who dedicate their work to providing pragmatic solutions to modern problems. If you’d like to book a chat with us about how we can support you - just drop us a message.