AI MEETS DESIGN
Interview with Malene and Andreas: Navigating the World of AI in Design
Malene Nielsen, one of our creative Designers at STUDIO 9, and Andreas Heegaard, Digital Solutions IT Expert and part of the AI Task Force, are at the forefront of exploring artificial intelligence in the creative industry. With AI sparking both excitement and debate, STUDIO 9 formed a dedicated team to investigate its possibilities and limitations. A key aim for the team is to explore how AI can enhance design without compromising creativity or authenticity.
Why did STUDIO 9 create an AI Task Force, and where did you start?
Andreas: It was a mix of curiosity and necessity. We didn’t want to fall behind as competitors explored AI’s potential, but we also saw AI as a tool that could optimise workflows, manage data more effectively, and expand our creative reach in ways that weren’t possible before due to time or budget constraints.
How has AI already impacted design and creativity at STUDIO 9?
Malene: AI is great for the start and end of the design process – whether it’s setting the mood, developing concept ideas, structuring projects, or refining and perfecting final images and text.
We’ve seen the biggest impact in image editing. AI makes it easier to remove distractions, expand images for different formats, and even generate custom inspiration images that align precisely with our vision.
What are the biggest challenges of integrating AI into creative work?
Andreas: The overwhelming number of AI tools makes it difficult to know where to start and which tool is best for a given task.
Malene: Another challenge is the misconception that AI can replace human creativity. While AI can generate designs, it lacks intuition, emotional intelligence, and the ability to push creative boundaries. The ability to craft the right prompts has become a new creative skill.
Where do you see the balance between AI and human creativity?
Malene: AI cannot replicate human empathy. Understanding a client’s true needs, reading between the lines, and delivering beyond expectations require emotional intelligence that AI doesn’t possess.
AI follows established design rules, but creativity often comes from breaking those rules. Without human input, AI would just repeat predictable patterns.
What’s your advice for designers unsure about AI?
Andreas: AI isn’t the enemy – It’s a tool to optimise workflows. Use it to structure social media content, refine mood boards, prototype faster, and test ideas before making costly investments.
Malene: AI is just another – yet significant – tool in a designer’s creative toolkit. And as digital work becomes more prevalent, handcrafted, human-made designs will become even more valuable. Soon, ‘100% made by human’ could be the new gold standard in design.
