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When AI designs, is creativity lost?
Wander | April ’25
The design world is having a biiiiiittttt of an identity crisis.
AI tools have exploded into the mainstream, spitting out visuals faster than you can say “Midjourney.” And look… we understand why. It’s fast, flashy and often scroll-stopping. But amongst the viral trends and endless prompts there’s one big question: can AI design actually replace human creativity?
Let’s take a look at where it works, where it doesn’t and why human design still has skin in the game.
We’re all in a Ghibli movie now
Look, we’ve been there. You watch a Studio Ghibli movie and you can’t help but dream of living in a world where colours are vibrant, food looks amazing and you’re friends with adorable creatures who never judge you.
This was the inspiration for March’s AI craze, with people transforming themselves, their workplaces and even their pets into scenes straight from a Ghibli film. It was soft, nostalgic, oddly beautiful and giving their dull lives a dose of whimsy.
Why it worked: It hit an emotional note. The nostalgia and surreal calm of the Ghibli aesthetic were all generated in seconds. The trend gave the everyday person some escapism into a vibrant world.
But: Everyone was doing it and that’s the catch. Your visual becomes less distinct when it’s born from the same algorithm as everyone else’s. The trend also faced a lot of criticism. Long-time Studio Ghibli fans saw it as a disservice to the films, even citing Hayao Miyazaki’s past comments about AI being “utterly disgusting” and “an insult to life itself”.
You, but as a marketable action figure
This month AI turned your local barista, your old uni mates and every B2B founder into a custom figurine with glossy plastic skin and matching accessories.
This tapped into something deep: nostalgia for the toys of our childhood, mixed with digital self-expression.
Why it worked: It was punchy and personalised. People love seeing themselves reimagined and this gave every marketer their main-character moment.
But again: It’s novelty. Great for engagement but not built to last. In the era of personal brand placing real people front and centre, their AI-generated counterparts don’t quite hit the same…
Human design still hits different
Let’s not forget the power of real design.
Knowing that someone put time and effort into a visual piece is what makes it impactful. There’s a reason the hand-drawn frames of Studio Ghibli films are so beloved, and why full teams of people design real-life Barbie dolls. In the current online climate authenticity is our most valuable currency.
When we’re crafting brand identities, campaigns and content that genuinely connects we’re pulling from experience, insight, strategy and actual taste. That’s not something AI can prompt its way into.
Brands want more than just clicks; they want meaning.
Personality.
Identity.
Something that makes people say “that’s so them”… not “that’s from Chat GPT, right?”
And it shows. Our creative work has helped brands launch, relaunch and stand out in feeds where everything else feels, well… a bit samey.
AI is great for exploration. But execution? That’s still a human thing.
So What’s Next?!
We’re at SXSW London in June! DM us to set up a meeting 🤝
We’re also elevating our own design processes and bringing clients the freshest visuals.
Got a campaign that needs some personality to blow it up online, disruption, attention or chaos energy?
Let’s talk → welovewander.com/contact
TL;DR: Used right, AI can enhance the process. But when left unchecked it risks diluting the very thing that makes your brand yours. Real designers are making an impact and bringing authenticity.
