Graphic Designers Are Becoming Irrelevant…Here’s Why

A lot of graphic designers are quietly asking themselves the same question: “What exactly is my value anymore?”

Because the industry has changed fast. AI can generate layouts in seconds. Templates are everywhere. Clients think Canva makes them designers.
And the execution skills graphic designers spent years mastering are becoming easier, faster, and cheaper by the day.

So if everyone can suddenly “design"…what actually separates a professional designer anymore?

In this episode of The Angry Designer Podcast, we unpack the growing fear many designers are feeling right now, why so many creatives feel lost in the middle of this AI shift, and the dangerous mistake designers are making by obsessing over execution instead of the skills that truly make them valuable.

In this episode, you’ll discover:
- Why graphic designers built their careers around the exact skill losing value the fastest
- The hidden reason AI is shrinking the need for production-focused designers
- The real skills that will keep designers relevant in the future of graphic design

If you’re a graphic designer, freelancer, logo designer, brand strategist, agency creative, or anyone trying to survive the future of design, this episode is going to force you to rethink where your value actually comes from.

Because design isn’t disappearing.
But what clients expect from designers already is.

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Transcript

SPEAKER_00 0:00

Do you ever stop and wonder if what you do as a designer actually still matters? Not your passion or your love for it, but the value of what you bring to the table. Because let's face it, it's never been easier for people to create decent-looking work. Tools are faster, they're cheaper, and they're everywhere. And clients, they're starting to think that they can do it all themselves. So where does that leave you? Still needed or slowly becoming optional? Maybe irrelevant? In this episode of the Angry Designer Podcast, powered by Wix Studio, we're going straight at that question and why the future of designers as we know it isn't as safe as most people think. Because the real thing to think about here is what if the part of design that you've spent years mastering is the exact part that's losing the value the fastest?

SPEAKER_01 0:45

Let's go. All right. Okay, well, uh, welcome back. Thank you, sir. Thank you, sir.

SPEAKER_00 1:01

It has, it has indeed. And and again, you know, things just fly by like this. That that's all like time, honesty, tech, everything. You just blink. Yep. And there is something. Shit's changing again.

SPEAKER_01 1:13

Woo! So so I Free Pick doesn't exist anymore. Oh, you saw that?

SPEAKER_00 1:18

Yes! Free Pick has turned into magnifico.

SPEAKER_01 1:21

Magnifico.

SPEAKER_00 1:23

Which is kind of shocking. Yeah. Because that was a tool for designers. You know, big resource library. It was really good, license friendly. It's turned into an ABI platform, basically. Yeah. So again, it's like no more tools for designer. This AI is now a tool for designer. So add another one to the mix. Another one on the pile, yeah. And then and then um I sent you an awesome video today. Yes. Oh my God. So there is an AI company out there that is submitting the first AI-generated film to the Cans. Wow. Now, before you start groaning, yeah, yeah, yeah, yeah.

SPEAKER_02 1:59

I mean, there's there's a lot to do. Check the shit out.

SPEAKER_00 2:02

But I mean, again, it is a team of 18 people, okay? And in four weeks fucking time, okay, and for under a million dollars, okay, they're building something that would take teams of hundreds of people to put together and cost millions of dollars and take several years. Yes. And I have seen some of the clips of what they're already building, mind-blowing. Crazy shit. And the fact that you can actually, this team is doing such a good job. You are connecting with the characters in this film. Exactly. And they're not even real. Yes. Okay, which is not even real people. Right? So, so and and and and not that they're trying to put anybody out of work, but they're they are doing this to prove a point that the times are changing. Okay. And what took teams and and and budgets and all this time is now being condensed into this just incredible final product, okay, that still, you know, is requires a team of people, but not that giant team of people. Okay. That giant team of people, okay, the giant people that that that aren't required in this project, okay, they're the production side. Okay. They're the ones that were were on field, they were the ones doing the work, the hands-on. They were the ones that were actually the labor part of this, okay? And unfortunately, their roles are becoming irrelevant with AI. Because why would somebody set up this giant studio with all these lights and props and 50 people on set for one scene, not to mention the theme builders or the builders of the sets and it's sad, but this film, in a fraction of the time, is gonna prove that all these other roles are gonna become irrelevant. Yes. Okay, absolutely. Let that sink in. Yeah, that's heavy. That's huge. It's sad for the film industry. Yeah. Okay. I absolutely can see it. And in all fairness, okay, in all fairness, CGI did basically the same thing. Okay. Think about it. CGI replaced when George Lucas and Star Wars, when they were building their little models and flying, and well, CGI replaced that. Okay, so people you know can't be hating on AI to replace CGI because basically it's just a much better version. Of CGI. Exactly. Son and I argue about this all the time because he he he's totally anti-A uh AI. And I'm shocked. I'm like, dude, I'm your dad. Do you not know what I that's a whole other argument altogether?

SPEAKER_01 4:37

But he needs to see that video of these guys and what they've created.

SPEAKER_00 4:41

Because I think he'll realize then that there still is a massive, huge component to this that's still required. Yes, okay, a human component. But the funny thing is, this isn't just happening to the film industry. Okay, and if designers, you know, think that it's just happening to the film industry, yeah. They they're they're obviously not paying enough attention to what we're going through because again, this is happening to design right now. You know, there's no question that there's been a huge shift right now in everything that we're experiencing. Ourselves, in the agency, in the in in the world, right? And the shift is basically what what used to reward designers was their ability to execute. Yes. You know what I mean? Everybody thought you were a rock star.

SPEAKER_01 5:23

All the skills that you honed over the years, all the tools, you know. Because it was scary. The Bezier points, and then all the tools, yes, and getting you the curves.

SPEAKER_00 5:33

You knew how to use the Adobe Suite, right? This shit used to make us really cool. Yes. And it was because it was scarce. Not everybody could do it. Yeah. Okay. And again, you were a designer, and that was that was your deliverable. Okay. And more and more, as time went on, that's what we were associated with. Yes. Okay. And all of a sudden, everything else important that we did in behind the scenes, you know, kind of was taken off the table because everybody focused on that end product. Yeah. Along came Canva, along came, you know, all these templates everywhere, you know, Fiverr, you know, even frickin' AI, okay? And all of a sudden, tools are now faster, okay? They're accessible to everybody. You know, everywhere everywhere you go, every in theory, now everybody is good at execution, or can be good at executive. Can be good at it. Exactly. Execution. Yes. Okay. And that's a that's a thing, right? So now execution isn't necessarily valuable anymore. Okay. It's like it's expected. Yeah. Okay. That whole new, and we've talked about this. The the level of quality has now, the bar has been set much higher. And it's just like it's expected now to be able to deliver something that looks like a million bucks, that's on target. It doesn't mean that it's correct. True. Um, God knows we've seen stuff that has come through here that that looks great. Looks like a graphic designer with two, three years' experience could have done it. It's still crap. Messaging is horrible. You know AI produced it, and and the person behind you know that prompt to give us this stuff obviously didn't know what the hell they were doing, but it looked good. Okay. So that's that's the whole thing, is is what happens to a designer, okay, when the value of execution all of a sudden drops? And that's that's not what they're known for anymore because now people feel that they can do it themselves, right? And again, does that make designers irrelevant at that point? Interesting.

SPEAKER_01 7:23

I'm gonna say no. Well, but yeah, I don't I don't think so. I think there are a whole certain skill set that that and we talked about this earlier. The skill sets that we will bring to the table that are the most relevant now are not sexy.

SPEAKER_00 7:40

Oh, they're not at all.

SPEAKER_01 7:41

Right? And and it's what and it's really unfortunate because we have have been talking so much about how these things are so important and they're gonna set us above the the pack when it comes to being a relevant designer. Well, absolutely, right? But people aren't focusing on that. But they're not. It's the turntable in in Illustrator. Oh you know, or you can turn that. It's great. You're right, but it's just a thing. It's just a widget. It's just a it's fucking great. Exactly. It's awesome. It's awesome.

SPEAKER_00 8:17

It's like Adobe is coming out with tools to help designers execute, right? AI is coming out with new prompting languages and new and new benchmarks and this to help people create. Everybody's is is focusing on the execution, and even social media applauds this shit. Yeah, but all they're doing is helping designers become irrelevant faster. Okay, because again, they're pushing and pushing and pushing. They're pushing to the point where it's like now anybody's gonna be able to be, you know, creative. And then again, if the value a designer does is in execution, then their job on a whole can become irrelevant. And now, a word from our sponsor. Designers, let's be honest. Web design should be a graphic designer's job. It's bold, it's creative, it's experimental, and at its core, it is design layout just brought to life online. But somewhere along the way, graphic designers lost it. Developers took over, tools got complicated, and creativity took a back seat to code. Thing is, clients still expect us to bring their brand to life everywhere. And if we're not offering web design today, you're leaving money and potential opportunities on the table. That's where Wix Studio comes in. It's the web platform built for designers. With a drag-and-drop interface that feels like a designer's tool, plus no-code animations and AI-powered tools, you can create fully custom websites that match your vision. Every pixel, every layout, every detail. So whether it's a simple branded brochure site or an online portfolio or even a full-blown e-commerce experience, Wix Studio makes it all possible for graphic designers with tools that think like a designer, not like a developer. The web doesn't need more templates, it needs you and your creativity unleashed. And Wix Studio is gonna give you that opportunity. So stop giving your creativity away and take back the web for designers. Visit Wixstudio.com and design the web the way it is meant to be. There was a point in 1920, okay? Being a switchboard operator, okay, for real, represented between 2 and 3% of the work's workplace. Holy shit. That's how many fucking work, that's how many switchboard operators there were. There was like over there's a point where there's over a quarter million switch operators out there, right? Which is crazy, okay? Yeah. And what happened? Technology came. It didn't replace the switchboard um operator completely. No, but on at scale, they disappeared. Then they became like administrat administrative straight of assistance. They worked in offices, they'd they'd be the switchboard operator at a business, right? Yeah. But it was a receptionist or something. For Bell, you know, or for it wasn't for like ATT. It was now all of a sudden on a different scale. Right. Okay. Right. Film photographers. Okay. So again, there was, you know, anybody could shoot the picture, but it was a very few people that had the skill, you know, to be able to work a dark room. Okay. And to be able to, you know, process, you know. And then in the 70s and 80s, there was the giant machines by Kodak and everything, right? Remember, you'd send the film away and like two weeks later you'd get your pictures back. It was a weird world. And um, you know, there was no instant gratification there for a second.

SPEAKER_01 11:37

Not at all. You had to hope.

SPEAKER_00 11:39

But the reality is, okay, there came a point then where the photographer itself didn't disappear, but the whole back end processing did with digital photography. Yes. Okay. So again, this whole new front world came and the art was still there, and the talent needed to take the picture was still, but that whole production side, the back end, gone. Gone. Again, it became irrelevant.

SPEAKER_01 12:02

Okay. But a photographer would have developed, or or developed, pardon the P would have got a skill on the other end, like us with Photoshop and things like that, right? Yeah, absolutely. So instead of doing your dark room stuff, you learned a new transferable skill.

SPEAKER_00 12:18

The ones who did jobs. The ones who survived into the digital. And you know, some never did, some stayed traditional.

SPEAKER_01 12:24

And there's always a place for that.

SPEAKER_00 12:26

That's fine. But you're right. The other ones adapted and kind of evolved. You kind of rolled with the new technology. Another one, travel agents. So there was a point where any trip you wanted, you had to go through a travel. You needed a flight to Florida. Yeah. You'd call up the agent. You wanted to do a resort, you would do it through an agent. They would plan everything out. Well, 95%, if not 98% of all trips now are booked by yourself online. But travel agents still exist. I used one to book our trip to Cancun. Because again, we we didn't know what to do online. We didn't know where to go. We wanted to talk to somebody who's been there. We actually we used Costco. Great travel, um, just so you know. Great travel agents. But um, again, they gave us their advice, they set it up for us, they planned it all, right? Didn't cost us anything. Kind of liked it actually. It was kind of a nice thing. It is, but you know, what a shift. It went from there was travel agencies everywhere to like nothing.

SPEAKER_02 13:22

Yeah.

SPEAKER_00 13:22

Okay. So again, it's not that these roles disappear overnight, okay, because they don't, right? But they stopped being needed in these large numbers. Right. Okay. And that's what happened with this film thing. It's not that they completely got rid of all the roles and it's one guy behind a computer, okay, just typing everything and typing prompts and making this film together. It's not, right? It was a team of 18 people. Yep. Okay. There was writers, there was art directors, there was a director, there were designers on this team, and you know, there were sound engineers, and they all worked together. But now the power one person had versus you know what you needed for a production studio, right? Yes. And again, it still took time, right? They didn't say that, you know, doing the you know 20 minutes of this movie was able to be done in a day. It still took them weeks to do. Yes. Right? To do the full 80, 90 minute movie is gonna take them four weeks. Yeah. Saw their production schedule, it was pretty intense. Yeah, yeah. Okay, it was, and again, it's just the difference is instead of you know it being millions and millions of dollars and a huge you know, tax on the on the system, on the environment, you know. Well, it's a different kind of environmental tax, I guess. I suppose, yeah. It would be I guess you can argue that one. Yeah. But the reality is, people, you know, 18 people it took to make this movie that they're using versus hundreds and hundreds of people in production roles, okay? Um, under a million bucks, they're planning on doing this versus hundreds of millions of dollars. Yes. And, you know, like years in CGI, production hell, right? This is all happening, but the thing is, it's happening still with a team. Okay, so again, the roles, unfortunately, that are being becoming irrelevant are gonna be those production roles in the end. That's right. And by production, in this case in specific, it's like, you know, all the gaffers, the mic people, and everything. Yes, yes. It's again, it's all those. I hate to say it, but it's just the large numbers game.

SPEAKER_01 15:20

Yeah, yeah. And that's the thing too. And and you know, and for anybody who that's gonna poo-poo the whole do ever doing everything in AI, yeah. I mean, you know, some of these, some of these guys that were saying like there's over 20,000 prompts that they use for seats. Right. Like, you can't tell me that that you're not using your ultimate creative muscles in order to achieve what you're what you're doing.

SPEAKER_00 15:46

Do you know what I'm saying? Like 20,000 prompts. They they were basically, it took them less than half of a percent to get that right prompt. Yes. So it was like out of 10,000 prompts, I think it was like only 50 of them actually hit the mark. Right. And they're constantly adjusting and just it was a lot of work.

SPEAKER_01 16:05

Yes. It was just very different. It's not, okay, it's not slop, it's not somebody just typing in one sentence and then having print.

SPEAKER_00 16:13

So so I guess the point of this is that it's not that necessarily the execution jobs disappear. No. Okay, because that's not it at all. No. But what did disappear is the scale of the production involved, okay, that's required. And that's unfortunately where most designers still build their value today. Okay, they're not building the value on the front end, okay? They're building it, you know, and they're letting everybody see it on the back end. That's why social media applauses, you know, um, you know, what they see, not the process to get there. Yes. Alan Peters, okay, and again, I I I know I use Alan as an example a lot. His videos, I okay, obviously I love his videos. Yeah, great. Okay, and I guarantee most of the people that watch his videos, they probably they look at the final product, they're like, yeah, guy rocks. Damn. The value that he delivers in his explanation, right? How he got there, why he got there. I don't think enough people pay attention to that. No, because that is the true goal in what he does. Big time. It's not just, oh, he fixed this, he designed that, and here's the final product. Yeah, it's his choices. Why his choices, how we use the white space, how he got to the white space that that was the big reveal. Exactly. That's why I keep using him because again, he's just more, you know, more people need to follow that part of his process versus obsessing over the final product. Sorry, Alan, your final product is awesome, obviously. But yeah, but what I'm saying is the gold isn't how he gets there. Yes. Right. And I'm not sure people are realizing that because again, more shortcut tools, you know, more videos on how to get there faster. Right. That doesn't help a designer at all.

SPEAKER_01 17:46

No, it doesn't.

SPEAKER_00 17:46

It's just proving the point of, you know, once once this shit gets there, you know, and what and once the execution part is gonna be, you know, a lot easier to replicate. And there's gonna be tools that ought that already are tools that automatically align this, automatically slap, you know, um, adjust to that, fix to this. Yeah. Holy crap, like soon, it's like a junior is gonna be able to out of the gate design like a senior just by using the tools.

SPEAKER_01 18:10

Just by doing the tools that are provided, yeah, exactly. But you're absolutely right. When it comes to Alan, like that it's his it's his life experience and everything that he's learned and brought to the table. Absolutely. That's not that's that goes into that 30-second video that you see with him executing an amazing logo, right? It's and and and if you think that you could just type in a ch uh a prompt and say, Yeah, make me make this logo look like this, please.

SPEAKER_00 18:41

Yeah, yeah, yeah, yeah. It's not gonna work. It doesn't matter. It's not gonna get that. It's exactly it's not gonna get to that. It's his knowledge base. And that's the that's the key here. It's not that I think AI prompting will ever get to the point where you can type it in and prompt it in, and it will give you an Alan Peters final product. It won't. I don't think it will, okay? But those tools are gonna get to the point where they're gonna superpower, like I said, juniors to be able to do like seniors, okay. And if people aren't paying attention to Alan's process, okay, versus just the execution, yeah, they're gonna get caught in the crossfire and they're gonna become irrelevant, okay? Because what they're doing is by only focusing on that end product, the execution, by applauding all the great stuff, okay, they're getting better, but at the least relevant part of the whole process. You know, it's like a race to zero because execution isn't actually not going away, okay? Yeah. But it's that part, it's it's still gonna be part of the job, but it's not gonna be the whole part of the job. Right. Okay. And it's not gonna be part of the job that makes a designer valuable. Yeah. That's the key, okay, because there's so much more that is gonna be required in the future to keep designers relevant. And I think that's what people they don't realize that especially by applauding and focusing on that execution. Exactly. The big question, of course, okay, is in no way do I think design is disappearing. Okay. It's absolutely not disappearing. But I do think parts of design is disappearing. Okay. And if that's the qu if if that's the case, okay, then the real question that designers should be asking is what parts of what we do still matter? Right. What parts still make us relevant?

SPEAKER_02 20:22

Yes.

SPEAKER_00 20:23

And I think that's where, you know, this list here that I got is kind of is kind of where I think how I would position the most relevant parts of what we do, you know, for a customer, right. And that will continue to be relevant. Because I don't think the role of the designer is ever going to go away. No, certainly not.

SPEAKER_01 20:41

I do think it's changing. It will change. I yeah, absolutely. It's it is going through a change for the channel. Absolutely.

SPEAKER_00 20:48

It's shifting.

SPEAKER_01 20:48

Yeah.

SPEAKER_00 20:49

And the funny thing is, you know, the the parts that are relevant here are parts that we still do. Some of designers still do it. Yeah. But for the designers who just focus on the execution, they really need to pay attention here because I think this, these are the parts that actually are going to matter in the future and going to keep designers' role keep going. Yeah. Right. Like, number one, a designer needs to be able to see, you know, what other people miss. And what I mean by that is, you know, you're in a discovery call, you're listening to what the customer's saying, you know, you're observing what the company's doing. You're seeing the competition. You know, you're doing your homework. Right. And you're able to spot problems that nobody else can see. This is already happening in a room. We always say designers' role is to solve problems, okay? To be a good problem solver. And that is by being able to see things that other people just completely miss on a regular basis, right? Basically, you know, being in that room and catching what other people aren't actually saying out loud, right? Or other people seeing. You know, that moment when, you know, the CEO says one thing, but he completely means something else. Or when somebody sends you a brief, but then the reality is it's an AI slop brief. Yes, and it makes no sense. And you can follow that brief and deliver, but it's not going to perform well. A designer's job is to be able to speak up in the future. Okay. That will keep them relevant. Okay. Basically, not be scared to see what needs to be said. Right. Okay. And that is challenging bad ideas. God knows. We do that all the time. There's a lot of that. Well, and it is. And again, I'm seeing more and more of it because a lot more of what customers are giving are horrible ideas. Exactly. Okay. They're AI-generated ideas. They think that they're gold. We're getting them. They're crap, right? So again, you you can't be scared to challenge a bad idea, even if it's an uncomfortable situation. Because if you deliver on that bad idea, then you're the one who looks like an idiot.

SPEAKER_01 22:37

Exactly.

SPEAKER_00 22:38

Making the tough calls. Okay. A lot of designers aren't able to do that, right? And what I mean by that is they're they're not, you know, stepping up and choosing a direction and going with it. Okay. That's because again, what they do is they hide behind 20 options and be like, here you go, here's here's eight variations. Um you like.

SPEAKER_01 22:56

Yeah, yeah. No, like I don't care either particular one. Uh they're all good.

SPEAKER_00 23:01

You need to be able to present something and be like, this is the right idea. Yeah. And here is why. And be able to defend that action. You're making a decision. Customers want leadership. Okay. And let's face it, AI is not giving you leadership. Okay. Nope. It'll tell you you're doing a great job. You're the best or something.

SPEAKER_02 23:19

Shit.

SPEAKER_00 23:21

You know, another thing that, you know, makes what designers do very relevant and can never be replaced is getting people aligned. Okay. And I don't just mean vendors, as important as that is, okay. But aligning vendors is something that we do well because we know what it takes to get from you know beginning to delivery. Okay. But also getting customers aligned. And oftentimes you're not dealing with one person, you're dealing with a ticket. It's marketing director, your marketing assistant, you know, possibly someone in brand. And it's your job to try to bring everybody's vision together and get them all aligned in the same place. You don't want to sit back and let somebody else dictate how to do that. You know, we've talked about taste and judgment. Okay. A designer's taste and judgment, okay, will always keep a designer relevant, whether we're creating the artwork, whether production is, whether AI is, okay. Knowing what works and what doesn't. And like this has nothing to do with, you know, what's trending right now in the marketplace. But this has to do with, you know, what aligning what you're creating with their goals, right? Understanding their goals. And again, your taste and judgment, be it early on or be it through 10, 20 years worth of experience, they're always going to be relevant to every single project that you that that you you approach on this. Yeah. That's why people choose you. That's why people choose certain designers to work with, certain agencies, because they like their taste, their judgment, and they know what they what they can expect from this. Yeah, absolutely. And I think one of the most important things, okay, that'll keep a designer relevant is being human. Ah. Okay. And this is something that I can't stress enough. No matter how advanced AI gets, it can never have that conversation with people. It can never have the small talk to discover what the pain point is somebody's having that you're like, hey, I've got an idea for that. And we can build you something that'll solve that problem. Okay. Being human allows designers to understand people. Yes. Okay. And that is our job. Okay. And AI can never do that. It can emulate it, it can simulate it. It can't ever really do it. And none of these things have anything to do with tools. Nope. Have anything to do with execution, trends, layout design, none of this has, right? These are all really important things. Almost you can almost say that they're soft skills. Oh, right. Yes. Soft skills thing. That that really keep designers relevant. Yeah. Okay. Versus that whole delivery part. So designers need to know, you know, where they stand, you know, like in the sense of can can you challenge a brief? Absolutely you can. Can you make that call if you need to? Absolutely you can. You know, explain your thinking clearly. Like these are things that designers need to embrace, they need to keep going, they need to obsess over to keep themselves relevant. Because the reality is, on a large scale, okay, that that production part, the execution part, is slowly going to be replaced. And more designers are putting themselves in that bucket of being replaced versus, you know, focusing on the parts that are irreplaceable and are will keep you relevant in the future. Someone like Alan Peters, okay, who, you know, displays a very, you know, distinct look and and has a voice and has a process, you know, um, AI is only gonna help his his world. Yes. Okay, because what's gonna happen is his taste and judgment will never change. Be matched. Right? So, you know, even if his tools are gonna get better, people are still gonna go to Alan Peters for that, for his execution style. Right. Okay. Even if he's just prompting it behind a, you know, a screen and that's it, right? If that's where it ever goes to. Lincoln design. Yeah. Okay. Those guys, again, they have their taste, their judgment, their style. People are gonna pay for that brand, you know, that personal brand of them, yes, regardless if the tools will replace their illustrators or if it just enhances their illustrators, or if it doesn't affect them at all and they're still doing it by hand. Yeah. The reality is, you know, for them, people are paying for that. So there's a lot of factors involved. Big time. And so we're not talking about every single case, but if a designer's value is solely in just being able to execute, and that's how they're positioning themselves, okay? That whole pool of executors is going to slowly start shrinking. And that's what people really need to realize. You know, it's not that designers are dying, but their relevance is shifting. You know what? Let us know how you feel about this. I'm I'm curious on what people's takes are. You know, you know where to find us on our on our socials. Hit us up on Instagram, hit us up on YouTube, and um, you know, don't be scared to reach out directly in private messages because we try to get back to everybody. It's sometimes slow, but we try. All right, everybody. Yeah. My name is Massimo. And my name is Sean.

SPEAKER_01 28:09

Be creative and stay angry.