How design business owners can use AI to help clients
Here’s the thing: recent research found 83% of clients thought they would invest in AI in the next 1-2 years but 55% admitted they don’t have the capability to do it.
It’s an opportunity for designers to help.
The design industry is changing/evolving/democratising rapidly and AI tools becoming increasingly sophisticated. While many creatives worry about AI replacing creative work, the real opportunity lies in using these tools to enhance client service and deliver greater value.
Here are practical ways design business owners can leverage AI to help their clients achieve better outcomes.
Research that would have taken weeks, delivered in days
One of the most immediate benefits of AI for design businesses is the ability to conduct deeper research more efficiently:
- research a new client sector trends by analysing industry websites, press, magazine and press releases
- analyse industry trends across multiple sources to identify patterns
- monitor competitor activity to help clients understand where they stand in the market
- synthesise customer feedback from reviews, social media, and other sources to uncover insights.
This research capability transforms your role from simply executing design tasks to becoming a strategic advisor with valuable market intelligence.
“We used to spend 3-4 days researching a new client sector. Now we use AI to gather initial insights, which means we start client conversations with much deeper knowledge.”
#lovingAI, Melbourne
Better briefs through deeper questioning
Many of the design agencies we’re mentoring use AI to develop more comprehensive creative briefs:
- generating insightful questions tailored to specific industries or challenges
- identifying gaps in client-provided information
- suggesting alternative approaches based on similar projects.
The identifying gaps is gold for solo-operators and small teams. It leads to stronger briefs, more insight, and ultimately better, design outcomes
Making strategy accessible for smaller clients
Strategic design thinking has traditionally been available only to clients with substantial budgets. AI tools help democratise this by:
- analysing market positioning to identify white space opportunities
- mapping customer journeys to find pain points and opportunities
- developing messaging frameworks based on competitive analysis.
This means strategy and research is more accessible. Goes without saying it’s not the same as working with a strategist but if strategy is not yet part of your offer, AI will help expand your new business market and deliver greater value.
Prototype testing and validation
AI can help validate design concepts before full execution:
- simulating user interactions with proposed designs
- predicting accessibility issues before they become problems
- testing messaging clarity across different audience segments.
This reduces risk for clients and increases confidence in the proposed solutions.
Content creation support
While AI-generated content still requires human refinement, it can help clients with:
- developing content strategies based on audience interests
- creating first drafts of website copy, product descriptions, or social posts
- adapting messaging for different channels and formats.
This is particularly valuable for clients (and creatives) who struggle with content creation or have limited marketing resources.
The ethical considerations
While these applications offer tremendous value, they come with responsibilities:
- transparency about how and where AI is being used
- human oversight to ensure quality and appropriateness
- data privacy considerations when processing client information
- attribution when using AI-generated content or insights.
Being open about your AI usage builds trust and positions you as a forward-thinking partner.
So what?
The most successful design businesses will use AI not to replace creative thinking but to enhance their strategic value to clients. By leveraging AI for research, strategy, and validation, you can:
- deliver deeper insights in less time
- offer accessible strategic value
- reduce risk through better testing and validation
- help clients achieve measurable business outcomes.
This approach transforms your relationship from service provider to strategic partner, creating stronger client relationships and justifying higher fees.
Carol Mackay
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About Carol Mackay
After 30+ years running a design studio, I accumulated a pretty special network of fellow designers. One thing most have in common: a need for more information about the ‘business’ side of design. Most are impatient with any task competing for time spent doing what they love – designing so they wanted more info about how to work more efficiently and effectively.
Not me. I love that intersection between design and business. I built a career working with Ombudsman schemes, the Emergency Services sector and the Courts. My special power has always been an ability to use design to translate the difficult to understand or the unpalatable message.
I now use exactly the same skills with creative business owners. I translate the indigestible into bite-sized chunks of information. I share insights, introduce tools and embed processes to help others build confidence business decision-making skills. More confidence makes it easier to grasp opportunities. More confidence makes it easier to recognise a good client from the bad.
Outside DBC I have mentored with Womentor, AGDA The Aunties, and most recently Regional Arts NSW.
And I’m a proud volunteer and board member of Never Not Creative.
Always happy to chat, I can be contacted here.
