The Spark of AI

The Spark of AI

ARTIFICIAL INTELLIGENCE

"The application of computer systems able to perform tasks or produce output normally requiring human intelligence, especially by applying machine learning techniques to large collections of data."

Today's Impact

AI is already changing the way designers create across almost every area of media. Instead of being just a tool, it’s becoming a "collaborator," sometimes helpful, sometimes not.

In video games, AI is being used to create environments, characters, and animations at a quicker pace. I have laid out a few examples I have seen in my personal life. Call of Duty: Black Ops 7 used AI-driven systems during development to create in-game assets, primarily for unlockable calling cards and other cosmetic art. Designers claim that they still guide the creative direction. Nonetheless, they were criticized by players for the obvious, low-quality, and sometimes inconsistent "AI slop" it produced. This led to backlash and controversy.

In music, AI is influencing sound and visuals. Playboi Carti’s song “RATHER LIE” used AI vocals,

In advertising, major brands are now using AI to replace traditional commercials entirely. Coca-Cola used AI to create its 2025 Christmas commercial. This caused controversy. This was criticized mostly for the killing human touch and storytelling that Coca-Cola is known for during the holidays. Backlash, specifically from other designers, talked about authenticity versus algorithmic efficiency, with some seeing it as a joke that hurts the brand's legacy.

So overall, these examples show how some parts of design in media are changing right now.

On the surface, AI is shown to be just a tool for efficiency and better workflows. Designers can experiment more, move faster, and focus less on repetitive tasks. But this makes me question whether AI is truly helping designers, or is it slowly replacing creativity for speed and cost-cutting. AI isn’t replacing designers outright yet, but it is changing what design work looks

AI in Action (Real world Examples

Future Impact in the Field of Design

Looking ahead, I think it is obvious AI will likely become even more embedded in the design process. Many technical tasks such as image cleanup, layout variations, and asset generation will be automated. This could allow designers to work faster and explore more ideas, but it also increases pressure to produce more in less time. Speed might become the expectation, not the advantage.

As AI tools improve, the role of the designer will shift from creator to director. Designers will spend more time guiding systems, typing prompts, and making judgment calls about what feels meaningful and authentic. At the same time, there is a real risk that companies will rely too heavily on AI to cut costs, reducing opportunities for entry-level designers and limiting creative diversity in the field.

There is also the possibility that some designers might even begin to rely on it not just for efficiency, but for creativity itself. Instead of

While this can speed up the creative process, it risks shifting design from intentional problem-solving to picking from algorithm-generated options. It seems some companies have already done this based on the examples.

If AI becomes human creativity, originality will be killed, and design could begin to feel repetitive or predictable. This also defeats the purpose of design.

There are also many issues with AI at its current state. Inequality for women, BIPOC, queer, disabled people. Racial, gender, and cultural stereotypes. Ownership and copyright. Sustainability.

"AI feels like a production solution, not a creative one. Maybe it's a creative one if you aren't creative." AdHoc Studios

Bibliography

Horvath, B. (2024, November 18). Coca-Cola causes controversy with AI-made ad. NBC News; NBC News. https://www.nbcnews.com/tech/innovation/coca-cola-causes-controversy-ai-m ade-ad-rcna180665

Placido, D. D. (2025, November 4). Coca-Cola Sparks Backlash With AI-Generated Christmas Ad, Again. Forbes. https://www.forbes.com/sites/danidiplacido/2025/11/04/coca-cola-sparks-backl ash-with-ai-generated-christmas-ad-again/

Tassi, P. (2025, November 15). Call Of Duty: Black Ops 7’s Awful AI Use Is A Watershed Moment. Forbes.

https://www.forbes.com/sites/paultassi/2025/11/15/call-of-duty-black-ops-7s-a wful-ai-use-is-a-watershed-moment/

Wikipedia Contributors. (2025, November 7). Call of Duty: Black Ops 7. Wikipedia; Wikimedia Foundation.

Sourabh Pateriya. (2025, March 18). Playboi Carti’s “MUSIC” and the AI Controversy: A Deep Dive into Fan Reactions. Soundverse.ai; Soundverse AI. https://www.soundverse.ai/blog/article/playboi-cartis-music-and-the-ai-controv ersy-a-deep-dive-into-fan-reactions

AI. (2025, April 7). Nothing Radio. Nothing Radio. https://nothingradio.com/blog/aimusic?srsltid=AfmBOorrJMFVfJPrtRrSHZOJbG HGjGMfVCA-Ter9EvDN5IOgJ5cH24W7

MUSIC by Playboi Carti. (n.d.). Genius. https://genius.com/albums/Playboi-carti/Music

Kennedy, V. P. (2025, November 18). “Maybe AI is a creative solution if you aren’t a creative person” - Dispatch devs take a firm, refreshing stance against AI. Eurogamer.net.

https://www.eurogamer.net/maybe-ai-is-a-creative-solution-if-you-arent-a-creat ive-person-dispatch-devs-take-a-firm-refreshing-stance-against-ai

AI-generated image from Microsoft Copilot (First Image)