Q&A with GRIT’s Creative Team
Artificial intelligence is transforming nearly every corner of the creative world, from writing and video editing to illustration and graphic design. But while AI can generate images and automate workflows in seconds, it still can’t replicate something essential: the human touch.
At GRIT, our design team is constantly exploring new tools and technologies to work smarter and push creative boundaries. Yet, as AI continues to become more advanced, the role of human intuition, emotion, and authenticity in design has never been more critical.
To dig deeper into that balance between technology and genuine creativity, which we’ve also recently examined in terms of key considerations for adopting AI tools, we recently checked in with GRIT’s President & Creative Director, Lissa Scott, and Senior Designer, Maya McCarthy. Here, they share their perspectives on how AI is reshaping the design landscape—what it does well, where it still falls short, and why genuine creativity will always start with people, not machines.
How do you see AI fitting into the design process today?
Lissa: Tools and capabilities are evolving so quickly that it’s important to take time to explore and test what’s working. AI has its place—it can resize creative assets or help with touch-ups to save time—but it’s just not yet ready for prime time when it comes to producing final, authentic design work. I see AI being especially useful for comping, storyboarding, and early creative exploration.
Maya: I see AI as a readily available tool depending on the scenario. When new challenges or obstacles come my way, it can be a huge time-saver and troubleshooting resource. I’ve even used AI tools like ChatGPT to quickly find answers about new software features, which saves time and ultimately benefits our clients.
Where does AI currently fall short when it comes to good design?
Lissa: In my everyday testing, I’ve seen some pretty ridiculous image results—like the infamous hands with missing fingers. While AI imagery has improved dramatically, a lot of it still feels airbrushed and lifeless. For brands that value integrity and authenticity, visuals need to reflect those core qualities. That’s something AI doesn’t understand—it just imitates patterns.
Maya: I’ve noticed that even with major improvements, AI still struggles with things like anatomy or facial expressions. Sometimes the results are close, but they lack warmth or human accuracy. It’s obvious when something was generated by AI instead of created by a person who understands emotion and intention.
What’s something AI currently can’t do that a human designer can?
Lissa: AI compiles and generates based on what already exists, so it misses the emotional layer that connects design to real people. Our work is about storytelling—bringing to life the experiences and values that matter to our clients’ audiences. That kind of authenticity can’t be synthesized.
Maya: I agree. AI might be fast, but it lacks raw human creativity. You can’t ask it to pull a heartfelt story from your brain or capture the nuance of a client conversation. Those moments of human connection and empathy shape the best creative ideas, especially in UX/UI design, where understanding emotion and behavior is everything.
When and how do you use AI tools in your workflow—if at all?
Lissa: I use AI for practical tasks like resizing, image scaling, video or audio timing adjustments, or global edits across design suites. I’ll also explore AI-generated stock images for early-stage concepts or internal comps, but never for finished creative. We also think about how AI can help clients build brand systems and templates so they can work more efficiently while staying on-brand. That’s a big part of what a full-service design agency like ours provides—balancing efficiency with originality.
Maya: For me, AI tools are a big help with time-saving and problem-solving. Beyond ChatGPT for research, I use AI tools for backend website work—things like generating alt tags or troubleshooting CMS platforms. It’s not always “creative,” but it’s practical and allows me to focus on the user experience design and visual problem-solving that really matter.
Have AI tools changed how you think about the creative process or problem-solving in design?
Lissa: As design tools for everyone continue to advance, I see an opportunity to help clients create customized design systems and templates that ensure what they produce is visually appealing and on-brand. Instead of resisting the idea that “anyone can be a designer,” I think about how we can build smart systems and guardrails that empower clients to be successful while protecting their brand integrity.
Maya: AI tools haven’t really changed how I think about creativity, but they’ve definitely improved my approach to problem-solving. They help me troubleshoot faster and spend more time on design thinking. I’m still exploring new tools, and I’m open to them, but I haven’t fully submerged myself in AI yet.
How do you ensure brand consistency and authenticity when using or experimenting with AI-generated visuals?
Lissa: Brand authenticity is everything. If we experiment with AI imagery, we always do it internally and with a clear understanding that it’s not the final output. For brands that have strong visual standards, it’s critical to ensure the end result aligns with the client’s established look, feel, and message. That’s what builds recognition and trust over time.
Maya: I think if you use AI for anything creative that needs to stay consistent with a brand, your best bet is to double-check every detail. Look closely at what it generates and make sure it aligns with your vision and the brand’s personality. AI can help with speed, but it shouldn’t be trusted blindly.
There’s considerable debate surrounding copyright and ownership of AI-generated art. What are your thoughts on that issue? And how does it influence your own use of these tools?
Lissa: This is a critical issue. The U.S. Copyright Office currently says that works created solely by AI aren’t eligible for copyright protection. That’s why GRIT doesn’t use generative AI for final creative output. Our clients expect to own their work, and our role as a creative agency is to produce something truly original that represents their brand. Until laws evolve, human authorship is non-negotiable.
Maya: The ownership question makes me cautious, too. If an idea starts in my head but an AI tool executes it, who really owns it? It feels like a 50/50 split, so the question is very dicey and confusing! It’s quite the brain buster—and that uncertainty makes me hesitant to rely on AI creatively.
What role do you think human creativity will continue to play as AI gets “better” at design?
Lissa: Even as AI handles more of the repetitive design work, like templates or resizing—and as designers begin to shift from executing every detail to more of a “conductor of the orchestra” role, directing AI to bring their vision to life—it can’t fully replace the human creativity that builds visual brands and tells stories. Good design will always depend on people who can communicate meaning through emotion, empathy, and strategic thinking. That’s true whether you’re creating a print campaign, developing a website, or planning a creative advertising strategy.
Maya: AI is going to only get better as the years go by. I am a firm believer that it will never replace the creativity and logic of a human brain. I think this is especially apparent when talking to clients—only a human can give real perspective to another human.
Final Thoughts: An Authentic Future Powered by People
AI may be changing the way we design, but at GRIT, our creative process will always start and end with people. From concept to execution, our team blends strategy, storytelling, and visual craft to deliver web design, user interface design, graphic design services, and more that connect on a human level.
We embrace technology that helps us work smarter, but it’s the why behind every design—the emotion, intention, and brand insight—that makes it truly powerful. And that’s something no algorithm can replicate.
Ready to bring more creativity, clarity, and strategy to your brand visuals? Learn more about our approach to digging deeper and how our team can help your next creative project take shape. Contact us today.