
Credits
Rami Hage-Obeid
No shortcuts
In today’s design world, it’s impossible to avoid conversations about AI. Whether it’s colleagues, clients, or casual observers, the questions keep coming: Are you using AI? What do you think about it? Is it right or wrong? What about the environmental impact? I know, it’s a lot to take in, especially with technology advancing at hyper-speed. Blink, and there are 100 new platforms offering solutions for every conceivable problem.
Personally, I’ve always been intrigued by technology, and now more than ever. Machine learning is here to stay, whether we like it or not. And while it’s easy to feel overwhelmed, I’ve found it’s better to embrace AI as a functional tool. For me, it’s a way to do more of the tasks I’d rather avoid, freeing up time and energy to focus on what really matters. But here’s the thing: AI isn’t magic. If you start with a bad idea, AI won’t make it better. It’ll just help you execute that bad idea faster. In this way, I see myself as more of an editor when working with AI, directing and refining what it produces.
Take the images you see here, for example. They were all generated in Midjourney a few months ago, where I’ve been experimenting with prompts to see how this technology can enhance things. One current project, a fashion-related one, used some of these images in the early exploration phase. It’s incredible to watch how quickly the quality improves with each iteration, but success still depends on your ability to articulate your ideas and vision. The tool is only as good as the designer wielding it.
Let me share a quick story. Recently, I worked on a confidential project for a global agency. It was conceptual work with a tight three-day deadline. Normally, this type of turnaround would have been impossible. In my advertising days, a similar project would have taken at least a week, and the results wouldn’t have been nearly as strong. Thanks to AI, we delivered on time and produced work I’m truly proud of. Sorry, I can’t share it, yet!
At the end of the day, AI is just another instrument in the creative toolbox. It can’t replace creativity or vision, but it can help amplify it when used thoughtfully. The key is balance: don’t overuse it, and always bring your own ideas and expertise to the table.



