September 7, 2026, (Inside AI) — The rapid spread of generative AI is not a death sentence for professional designers. Industry leaders argue the technology will act more like a junior assistant than a replacement for skilled staff.
Mat Hunter, chief executive of the Design Council, said designers are already using AI to add value rather than to cut jobs. His comments push back against widespread public anxiety about automation and job losses.
Recent polling from The King's Institute for Artificial Intelligence and the Policy Institute found 57% of the public believe AI will cause mass unemployment. Freelancers have also reported picking up low-level work correcting AI errors.
But Hunter sees a different trajectory. He said the UK needs more professional designers, not fewer, and expects overall employment in the sector to keep growing.
"We are aware that technology always displaces people with new ways of working. However, we believe in the imagination and inventiveness of designers to find opportunities. We believe the UK needs more professional designers, so overall employment should continue to grow." Mat Hunter, Chief Executive, Design Council
The Design Council's latest analysis, released Monday, shows the design sector grew by 40% between 2019 and the end of 2023. That pace beat the wider economy's 23% expansion and pushed the industry past retail in size.
Research funded by the council for its Design Economy 2026 report found 2.27 million design jobs across construction, services, and manufacturing. Employment rose 15% between 2020 and 2025, even as tools like ChatGPT and Claude gained traction.
Deborah Dawton, chief executive of the Design Business Council, said skilled designers have little to fear. She pointed to human qualities that AI cannot easily replicate.
"What protects great designers from AI is skill, experience, empathy and deep understanding of the sectors they operate in. So, no, [workers] shouldn't feel threatened if they operate at this level." Deborah Dawton, Chief Executive, Design Business Council
Designers Treat AI as the Office Intern
Andrew Duff, head of the Society of Garden and Landscape Designers, said many in his field remain nervous. But he expects design firms to use AI as "the intern in the office" rather than as a substitute for experienced staff.
Dawton acknowledged that AI is being used to imitate human design work. Yet she argued that copying has existed long before generative models arrived.
"Rip-offs have been happening for a very long time - AI hasn't enabled that," she said.
The industry has navigated similar disruptions before. When computer-aided design software replaced draughtspeople, workers found new roles as the sector expanded. Dawton expects the same pattern this time.
She also distinguished between surface-level imitation and real product quality. Copycats may look similar, but materials, finishes, manufacturing methods, and assembly differ significantly.
"The key thing to remember is that these copycats look the same but they aren't the same. The materials, finishes, methods of manufacture, assembly, colour, etc, mean that they are very different products." Deborah Dawton, Chief Executive, Design Business Council
Hunter said design is often dismissed as an add-on, yet it is essential to advanced manufacturing and digital services. He cited the government's consolidation of public sector websites into one consistent design as an example of how designers improve services.
"People don't realise design is everywhere and is about trying to make things usable," he said.
Skills Gap Outweighs AI Threat
The Design Council report also highlighted stark regional divides. Income from design grew 88% in Wales and 67% in the north-east of England over eight years, though both started from a low base.
The south-east remains the industry's hub, accounting for £43.3 billion of gross value added. The north-east contributed just £3.1 billion, out of a UK total of £136.7 billion.
Design's economic contribution now exceeds retail, worth £114 billion, and is nearly twice the size of accommodation and food services at £70 billion.
Hunter said a shortage of skilled workers poses a bigger threat than AI. Entries for design and technology GCSEs fell 68% over the decade to 2024.
Dawton called for investment in education to build the next generation of designers.
"We need specialist teachers and equipment in schools if we're going to inspire the next generation of world shapers at an early age." Deborah Dawton, Chief Executive, Design Business Council
For most businesses, AI conversations center on efficiency and optimization. Dawton said designers are having a second conversation about the creative potential AI unlocks.
"For most in business, efficiency/optimisation is the main conversation around AI. Designers have a second conversation with AI, which is about the potential it opens up in the hands of a creator." Deborah Dawton, Chief Executive, Design Business Council
