Namibian graphic designers urged to adapt as AI reshapes industry

Local graphic designers have been urged to adapt in the face of growing artificial intelligence (AI) use.

Chairperson of the ethics and responsible use of AI committee at the National Commission on Research, Science and Technology (NCRST) Taljaard Uaputauka, in a recent interview, said AI is transforming lower-end design work, where clients demand fast, low-cost and high-volume output.

This requires a need for “re-pricing and re-sorting” of the industry, Uaputauka said.

“Basic production work is getting cheaper, while higher-level functions such as strategy, originality, brand judgement and client engagement still depend heavily on people,” he said.

He noted that entry-level roles are under increasing pressure as routine tasks such as social media graphics and simple layouts become automated, but stressed that jobs are not disappearing.

“Entry-level design is being squeezed and redefined, not wiped out overnight,” he said.

On pricing, Uaputauka cautioned designers against competing with AI on speed alone, saying clients continue to value judgement, clarity, relevance and risk reduction.

“AI can generate options, but it does not understand the client’s audience, brand identity or business objectives,” he said.

He added that designers remain essential in refining ideas, ensuring usability and avoiding costly errors, including legal and copyright risks.

Uaputauka also raised concerns about originality, warning that AI systems trained on large datasets may produce derivative content.

“There is a real risk of imitation and a flood of content that feels familiar rather than truly original,” he said.

While some companies are cutting costs by using AI, others are integrating it into their workflows, requiring designers to adapt.

“The designer who survives is not the one who resists AI, but the one who understands when it adds value,” he said.

Uaputauka was speaking after a recent town hall meeting hosted by NCRST at Mariental, where participants were urged to recognise that AI is already part of their daily lives through common digital tools.

A local graphic designer, Samwel Matende, said while AI has made work faster, it has also increased competition, with some clients opting for cheaper AI-generated designs before returning after facing limitations.

“AI cannot fully understand a brand or deliver something unique,” the designer said.

Matende added that adaptation requires a stronger focus on creativity, client needs and using AI as a tool. Design remains essential for businesses seeking to stand out, he said.

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