We’ve seen generative AI embraced by countless big brands, often with controversial results. From Adobe to Disney, corporations have been keen to be seen adopting the tech. The design community itself has met the tech with much more scepticism – so Pentagram’s recent foray into flagrant AI use came as something of a surprise within the industry.
Pentagram’s Use of AI: A Surprise to the Industry
Pentagram, the world’s largest independent design consultancy, last week launched a new website for Perforamance.gov, a platform designed to help the public track the strategies and performance of the Federal Government. But while the use of Midjourney to aid the design has provoked a heated response, Pentagram partner Paula Scher has openly stood by the decision.
A Plan, Not a Job for an Illustrator
The project involved creating over 1,500 icons, which was where generative AI came in. As Paula Scher explained to Fast Company, “My argument about this, and where the differential is, is that the definition of design in the dictionary is ‘a plan,’” says Scher. “We created a plan, and it was based around the fact this would be self-sustaining, and therefore was not a job for an illustrator. If someone else wants to draw 1,500 icons every other week, they can do that.” She adds, “The whole notion of the site was to correct (government bureaucracy) by creating a site that could run all by itself.”
The Design Community Responds
But for some, the use of the tech by a renowned agency such as Pentagram signals a shift towards a world where generative AI and traditional artistic craft can co-exist. As Mia Blume writes on Substack, “Yes, AI can replicate certain aspects of craft—textures, shapes, even styles—but it can’t replace the nuanced decision-making, conceptual depth, or emotional resonance that human designers bring to their work. Instead, it offers a new way to engage with creativity, one that challenges us to rethink our processes and redefine what it means to be a designer in a world where tools like Midjourney exist… [Pentagram is] showing us how a tool often dismissed as a shortcut can, in the hands of skilled practitioners, enhance rather than diminish the craft.”
A New Era of AI Discourse?
Judging by the overall tone of the response to Pentagram’s project, it’s far too early to suggest we’ve reached a ‘new normal’ whereby AI can happily supplement a designer’s standard workflow. But while the outrage is there, the very fact that an agency with the heritage of Pentagram has opted to openly use MidJourney demonstrates that we’re entering a new era of AI discourse. Whether history will judge Pentagram’s move as pioneering or pathetic remains to be seen, but it’s certainly moved the needle on the great AI art debate.
Conclusion
Pentagram’s use of generative AI in their latest project has sparked a heated debate within the design community. While some see it as a bold move that challenges the status quo, others see it as a betrayal of artistic principles. Only time will tell if this marks a turning point in the AI art debate.
FAQs
Q: Why did Pentagram use AI in their latest project?
A: According to Paula Scher, the goal was to create a plan that would be self-sustaining, and not a job for an illustrator.
Q: How will this affect the design industry?
A: It remains to be seen, but it’s clear that this move has sparked a conversation about the role of AI in design.
Q: Is this the beginning of a new era of AI discourse?
A: While it’s too early to say, the fact that a renowned agency like Pentagram has openly used MidJourney suggests that we’re entering a new phase of AI adoption in design.
