Understanding How Freelancers in the Design Domain Collaborate with Generative Artificial Intelligence
Fabian Helms, Lisa Gussek, and Manuel Wiesche
This study explores how generative AI (GenAI), specifically text-to-image generation (TTIG) systems, impacts the creative work of freelance designers. Through qualitative interviews with 10 designers, the researchers conducted a thematic analysis to understand the nuances of this new form of human-AI collaboration.
Problem
While the impact of GenAI on creative fields is widely discussed, there is little specific research on how it affects freelance designers. This group is uniquely vulnerable to technological disruption due to their direct market exposure and lack of institutional support, creating an urgent need to understand how these tools are changing their work processes and job security.
Outcome
- The research identified four key tradeoffs freelancers face when using GenAI: creativity can be enhanced (inspiration) but also risks becoming generic (standardization). - Efficiency is increased, but this can be undermined by 'overprecision', a form of perfectionism where too much time is spent on minor AI-driven adjustments. - The interaction with AI is viewed dually: either as a helpful 'sparring partner' for ideas or as an unpredictable tool causing a frustrating lack of control. - For the future of work, GenAI is seen as forcing a job transition where designers must adapt new skills, while also posing a direct threat of job loss, particularly for junior roles.
Host: Welcome to A.I.S. Insights, the podcast where we connect academic research to real-world business strategy, all powered by Living Knowledge. I’m your host, Anna Ivy Summers. Host: Today, we’re diving into a topic that’s on everyone’s mind: generative AI and its impact on creative professionals. We’ll be discussing a fascinating new study titled "Understanding How Freelancers in the Design Domain Collaborate with Generative Artificial Intelligence." Host: In short, it explores how text-to-image AI tools are changing the game for freelance designers. Here to break it down for us is our expert analyst, Alex Ian Sutherland. Welcome, Alex. Expert: Great to be here, Anna. Host: Alex, we hear a lot about AI impacting creative fields, but this study focuses specifically on freelance designers. Why is that group so important to understand right now? Expert: It’s because freelancers are uniquely exposed. Unlike designers within a large company, they don’t have an institutional buffer. They face direct market pressures. If a new technology can do their job cheaper or faster, they feel the impact immediately. This makes them a critical group to study to see where the future of creative work is heading. Host: That makes perfect sense. It’s like they’re the canary in the coal mine. So, how did the researchers get inside the heads of these designers? What was their approach? Expert: This is what makes the study so practical. They didn't just survey people. They conducted in-depth interviews with 10 freelance designers from different countries and specializations. Crucially, before each interview, they had the designers complete a specific task using a generative AI tool. Host: So they were talking about fresh, hands-on experience, not just abstract opinions. Expert: Exactly. It grounded the entire conversation in the reality of using these tools for actual work, revealing the nuanced struggles and benefits. Host: Let’s get to those findings. The summary mentions the study identified four key "tradeoffs" that freelancers face. Let's walk through them. The first one is about creativity. Expert: Right. On one hand, AI is an incredible source of inspiration. Designers mentioned it helps them break out of creative ruts and explore visual styles they couldn't create on their own. It’s a powerful brainstorming tool. Host: But there’s a catch, isn’t there? Expert: The catch is standardization. Because these AI models are trained on similar data and used by everyone, there's a risk that the outputs become generic. One designer noted that the AI can't create something "really new" because it's always remixing what already exists. The unique artistic voice can get lost. Host: Okay, so a tension between inspiration and homogenization. The second tradeoff was about efficiency. I assume AI makes designers much faster? Expert: It certainly can. It automates tedious tasks that used to take hours. But the researchers uncovered a fascinating trap they call "overprecision." Because it’s so easy to generate another version or make a tiny tweak, designers find themselves spending hours chasing an elusive "perfect" image, losing all the time they initially saved. Host: The pursuit of perfection gets in the way of productivity. What about the third tradeoff, which is about the actual interaction with the AI? Expert: This was a big one. Some designers viewed the AI as a helpful "sparring partner"—an assistant you could collaborate with and guide. But others felt a deep, frustrating lack of control. The AI can be unpredictable, like a black box, and getting it to do exactly what you want can feel like a battle. Host: A partner one minute, an unruly tool the next. That brings us to the final, and perhaps most important, tradeoff: the future of their work. Expert: This is the core anxiety. The study frames it as a choice between job transition and job loss. The optimistic view is that the designer's role transitions. They become more like creative directors, focusing on strategy and prompt engineering rather than manual execution. Host: And the pessimistic view? Expert: The pessimistic view is straight-up job loss, particularly for junior freelancers. The simple, entry-level tasks they once used to build a portfolio—like creating simple icons or stock images—are now the easiest to automate with AI. This makes it much harder for new talent to enter the market. Host: Alex, this is incredibly insightful. Let’s shift to the big question for our audience: Why does this matter for business? What are the key takeaways for someone hiring a freelancer or managing a creative team? Expert: There are three main takeaways. First, if you're hiring, you need to update what you're looking for. The most valuable designers will be those who can strategically direct AI tools, not just use Photoshop. Their skill is shifting from execution to curation and creative problem-solving. Host: So the job description itself is changing. What’s the second point? Expert: Second, for anyone managing projects, these tools can dramatically accelerate prototyping. A freelancer can now present five different visual concepts for a new product in the time it used to take to create one. This tightens the feedback loop and can lead to more creative outcomes, faster. Host: And the third takeaway? Expert: Finally, businesses need to be aware of the "standardization" trap. If your entire visual identity is built on generic AI outputs, you'll look like everyone else. The real value comes from using AI as a starting point, then having a skilled human designer add the unique, strategic, and brand-aligned finishing touches. Human oversight is still the key to quality. Host: Fantastic. So to recap, freelance designers are navigating a world of new tradeoffs: AI can be a source of inspiration but also standardization; it boosts efficiency but risks time-wasting perfectionism; it can feel like a collaborative partner or an uncontrollable tool; and it signals both a necessary career transition and a real threat of job loss. Host: The key for businesses is to recognize the shift in skills, leverage AI for speed, but always rely on human talent for that crucial, unique final product. Host: Alex, thank you so much for breaking down this complex topic into such clear, actionable insights. Expert: My pleasure, Anna. Host: And thank you for listening to A.I.S. Insights — powered by Living Knowledge. Join us next time as we continue to bridge the gap between research and results.
