For decades, the creative industries have answered the call. We\u2019ve designed for sustainability, for accessibility, for inclusivity, for social change.<\/p>\n
Now, a new challenge is on the horizon.<\/p>\n
AI is already transforming our working lives, but what\u2019s coming next won\u2019t just be about enhancing productivity \u2013 and it\u2019s not just our jobs that are at risk.
\nIf we don\u2019t mobilise now, the consequences will impact all of humanity.<\/p>\n
There\u2019s a real possibility that transformative, human\u2011level AI, sometimes referred to as AGI or \u2018\u201csuperintelligence\u201d could arrive within three to ten years, as consistently predicted by tech leaders like OpenAI\u2019s Sam\u202fAltman<\/a>, Meta\u2019s Mark \u202fZuckerberg<\/a> and Anthropic\u2019s Dario Amodei<\/a>.<\/p>\n 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.<\/p>\n The economic disruption isn\u2019t theoretical, it\u2019s already happening. Economist Anton Korinek, who researches AI\u2019s impact on labour markets, warns, \u201cIf cognitive labor becomes fully automatable, the wages of workers could fall to near-zero, rendering large swathes of the population economically obsolete.\u201d<\/p>\n 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\u2019t about boosting productivity, it\u2019s about replacing human labour.<\/p>\n 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\u2019t overreacting, it\u2019s essential to our future.<\/p>\n It isn\u2019t a done deal, but the stakes are high.<\/p>\n Imagine billions of people no longer needed and jobs cut \u2013 not just logistics and admin, but software engineers, solicitors, creatives, strategists, financial advisors, doctors. What then?<\/p>\n 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.<\/p>\n This is about more than income: it\u2019s about agency, belonging and purpose. And that\u2019s not just an economic problem, it\u2019s a societal one.<\/p>\n We may not write legislation, but the work we do shapes culture, influences society, and helps people imagine their future.<\/p>\n Consider the way the design sector spoke up on climate \u2013 prioritising sustainable materials, advocating circular design, pushing for B\u202fCorps and educating audiences.<\/p>\n We helped educate and inform, changing narratives and shifting mindsets. And policy change followed.<\/p>\n It\u2019s time to do the same for the jobless future. Your toolkit is your advantage:<\/p>\n You work with C\u2011Suite leaders and Saas clients. Let\u2019s call on our professional bodies: the DBA, Design Council, federations, unions \u2013 and demand they take a seat at the policy table. 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\u2019s nothing wrong with embracing that.<\/p>\n But this isn\u2019t about increased efficiency for businesses. It\u2019s about humanity\u2019s future.<\/p>\n We\u2019ve gone way beyond conversations about what this may mean for creative freelancers. The impact is much wider than that.<\/p>\n 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\u2019t coming \u2013 it\u2019s already begun. And if human-level AI arrives, almost every sector will be impacted.<\/p>\n We\u2019re not all in the driver\u2019s seat, but that doesn\u2019t mean we can\u2019t grab the wheel. The future is not set in stone \u2013 we can still steer, if we act now.<\/p>\n Actions you can take today:<\/p>\n Stay informed \u2013 follow organisations like Windfall Trust<\/a> and thought leaders like Brian Merchant<\/a>. We\u2019ve designed for sustainability. We\u2019ve designed for social change. Now, we design for dignity.<\/p>\n Let\u2019s not allow the future to be written for us. Let\u2019s design it together.<\/p>\n Sue Bush is a brand design consultant and runs The Co-Foundry<\/a>.<\/em><\/p>\nBeyond the paycheck: the ripple effects<\/h5>\n
Why designers and strategists have a role to play<\/h5>\n
\nYou embed sustainable futures in strategy work.
\nYou translate complex issues into accessible narratives.<\/p>\n
\nWe need to influence how we plan for these transitions, how we build social safety nets, universal basic income pilots, and worker\u2011centric innovation.<\/p>\nPro\u2011preparedness, not anti-tech<\/h5>\n
Grab the wheel<\/h5>\n
\nDemand action \u2013 send a letter to your MP or local policy teams; ask professional bodies to raise the issue.
\nRaise the right questions \u2013 If you\u2019re shaping brand purpose, future strategy or comms, consider how AI\u2019s impact could affect your clients and the people they serve.
\nAmplify the message \u2013 share articles and voices from people working on this issue with your network.<\/p>\nLet\u2019s design the next chapter<\/h5>\n