As AI becomes increasingly capable, the Design industry faces a fundamental question: how should the technology fit into the creative process? At Creativ Connect 2026, two distinct perspectives led the discussion: AI as a tool that supports Designers, and AI as a potential replacement for parts of their work.

Our Consultant Felix Krabler and Design Tools Consultant Michiel Cremers attended the event, which brings together Designers, Engineers and 3D Specialists working on the next generation of products, from vehicles and aircraft interiors to unmanned systems and consumer hardware.

AI as a Tool or a Replacement for Designers?

In the main debate, Felix and Michiel had a clear position: AI should be a tool for Designers, not a replacement for them. Its value lies in supporting the creative process and helping Designers work more efficiently, rather than taking over their role entirely.

Still, as AI becomes more capable and replaces more tasks and tools, the question of what the Designer brings to the process becomes increasingly relevant. Will it be their experience and knowledge throughout the creative process, or will their role increasingly shift towards final judgment and selecting from AI-generated options?

The discussion also raised questions about individuality and brand identity. If AI takes on more of the creative work, what makes a design individual and recognisably part of a brand?

More resources don’t automatically mean better results

One of the most surprising observations from Creativ Connect was the contrast between large corporations and what individuals can achieve.

Even though they invest significant resources in AI, a lot of big companies struggle to implement it effectively. Possible reasons include the overwhelming number of available tools, data security concerns, and internal policies that slow adoption. In contrast, a single freelancer with genuine passion might produce better visualisations than a corporation with billions in revenue.

It raises an interesting question about the role of technology in Design. Having access to powerful tools is one thing, making effective use of them is another.

Young Designers have to strike a though balance

The next generation of Designers faces a particular challenge: mastering digital modelling while retaining traditional skills such as clay modelling. As AI and digital tools continue to develop, both remain part of the skill set that future Designers need to build.

It was therefore great to see the support for young talent at Creativ Connect, with universities and training institutions included in the conversations.

Three Key Takeaways from Creativ Connect

1. AI should support the creative process. As AI takes on more tasks, its role in helping Designers work more effectively needs to be considered alongside the expertise and judgement they bring.
2. Access to technology isn’t enough. Companies need to find effective ways to implement AI and help their teams use new tools.
3. Craftsmanship still matters. As Design becomes more digital, hands-on craftsmanship could become even more valuable.

Looking to make AI in Design work?

Whether you want to integrate AI into your organisation’s workflows to improve efficiency or help Designers use AI tools effectively without compromising creativity, we can support you.