The Effect of AI on Creative Freelancers
I know you’ve seen a ton of people posting on this, but I’d like to give my two cents! As a freelance art director with over 20 years experience, I’ve watched AI change the creative industry fast. Tasks once handled by specialists—writing copy, generating images, building websites—can now be done by just about anyone using AI tools. That’s a bit scary. But also kind of exciting.
Image Generation
AI image tools like Midjourney and Adobe Firefly let users create original visuals in seconds, often without paying for stock. For professionals, this has been a game changer—and a job taker. But while AI can make a picture fast, it still takes a trained eye to make sure that image works conceptually. There's a difference between an image and the right image. I often get work from clients that say ‘Take this AI image and edit it’.
Copywriting
Writers have probably felt the impact of AI the hardest. Tools like ChatGPT are replacing a lot of content writing. But that doesn’t mean good copywriters are obsolete. Far from it. AI might be fast, but it can’t capture nuance, wit, or emotional resonance the way a human can. It doesn’t understand brand voice the way a seasoned writer does. Many copywriters are using AI as a tool to come up with ideas for content. An experienced writer defines AI prompts to be clear and specific, and can refine the tone of copy after the AI first draft. The best writing still comes from people who know how to move other people.
Web Content
Building a website used to mean hiring a designer who knew their way around WordPress, layout, SEO, and copy. Now, with AI site generators, a full multi-page site can be created from a simple prompt. That said, savvy freelancers are adapting. Many now offer AI-assisted web services—using these tools for quick starts and focusing their time on customization, strategy, and polish. AI can build it, but it still takes a person to make it work for a brand.
Graphic Design
AI tools can help speed things up—generating image concepts, background edits, design templates and color palettes in seconds. But they can’t do what a designer does best: think strategically, solve problems visually, and guide a project from rough idea to finished, polished piece. Want a brochure, ad campaign, or brand identity that feels cohesive and intentional? AI can’t manage the concept, layout, typography, print specs, or client needs.
So... why still hire creatives?
Because AI can do a lot—but it can’t think like we do.
It’s fast, cheap, and efficient. But great design? That takes insight. Great copy? That takes voice. Great branding? That takes experience.
Clients who care about originality, nuance, and emotional connection still seek out creatives who can bring their ideas to life. AI is a great tool to support the work, but it can’t replace the human element that makes it truly great. The creative thinking and execution still come from us. That’s the difference.
(fyi, I created this article with help from ChatGPT!)
