For decades, the creative industries have answered the call. We’ve designed for sustainability, for accessibility, for inclusivity, for social change.
Now, a new challenge is on the horizon.
AI is already transforming our working lives, but what’s coming next won’t just be about enhancing productivity – and it’s not just our jobs that are at risk.
If we don’t mobilise now, the consequences will impact all of humanity.
There’s a real possibility that transformative, human‑level AI, sometimes referred to as AGI or ‘“superintelligence” could arrive within three to ten years, as consistently predicted by tech leaders like OpenAI’s Sam Altman, Meta’s Mark Zuckerberg and Anthropic’s Dario Amodei.
If this happens, billions could lose their jobs and we could see a wave of mass unemployment across all skill levels, causing economic shock across the globe.
The economic disruption isn’t theoretical, it’s already happening. Economist Anton Korinek, who researches AI’s impact on labour markets, warns, “If cognitive labor becomes fully automatable, the wages of workers could fall to near-zero, rendering large swathes of the population economically obsolete.”
While ChatGPT might help you write an email or conduct a research project, AGI could run entire businesses and make major policy decisions. This isn’t about boosting productivity, it’s about replacing human labour.
If this sounds far-fetched, think about this as a pre-pandemic moment. What felt like a remote possibility became an urgent reality overnight. Planning ahead isn’t overreacting, it’s essential to our future.
It isn’t a done deal, but the stakes are high.
Beyond the paycheck: the ripple effects
Imagine billions of people no longer needed and jobs cut – not just logistics and admin, but software engineers, solicitors, creatives, strategists, financial advisors, doctors. What then?
We could face a complete loss of bargaining power and of dignity, rising mental health challenges, growing populism and a breakdown in trust in democratic institutions.
This is about more than income: it’s about agency, belonging and purpose. And that’s not just an economic problem, it’s a societal one.
Why designers and strategists have a role to play
We may not write legislation, but the work we do shapes culture, influences society, and helps people imagine their future.
Consider the way the design sector spoke up on climate – prioritising sustainable materials, advocating circular design, pushing for B Corps and educating audiences.
We helped educate and inform, changing narratives and shifting mindsets. And policy change followed.
It’s time to do the same for the jobless future. Your toolkit is your advantage:
You work with C‑Suite leaders and Saas clients.
You embed sustainable futures in strategy work.
You translate complex issues into accessible narratives.
Let’s call on our professional bodies: the DBA, Design Council, federations, unions – and demand they take a seat at the policy table.
We need to influence how we plan for these transitions, how we build social safety nets, universal basic income pilots, and worker‑centric innovation.
Pro‑preparedness, not anti-tech
Yes, many of us already use AI tools for better research or strategy. And yes, AI brings real benefits if responsibly applied. My own consultancy work has seen deeper insights thanks to AI tools, and there’s nothing wrong with embracing that.
But this isn’t about increased efficiency for businesses. It’s about humanity’s future.
We’ve gone way beyond conversations about what this may mean for creative freelancers. The impact is much wider than that.
Even if we only look at our industry, recent graduates are struggling to find a foothold and even seasoned veterans are feeling the pinch. Economic disruption isn’t coming – it’s already begun. And if human-level AI arrives, almost every sector will be impacted.
Grab the wheel
We’re not all in the driver’s seat, but that doesn’t mean we can’t grab the wheel. The future is not set in stone – we can still steer, if we act now.
Actions you can take today:
Stay informed – follow organisations like Windfall Trust and thought leaders like Brian Merchant.
Demand action – send a letter to your MP or local policy teams; ask professional bodies to raise the issue.
Raise the right questions – If you’re shaping brand purpose, future strategy or comms, consider how AI’s impact could affect your clients and the people they serve.
Amplify the message – share articles and voices from people working on this issue with your network.
Let’s design the next chapter
We’ve designed for sustainability. We’ve designed for social change. Now, we design for dignity.
Let’s not allow the future to be written for us. Let’s design it together.
Sue Bush is a brand design consultant and runs The Co-Foundry.