Creative Autonomy in Flux: A Qualitative Study on How AI Reshapes Graphic Designers' Sense of Self and Expression Through Semi-Structured Interviews
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Abstract
The rise of Artificial Intelligence (AI) has introduced profound changes to the creative industries, particularly in graphic design. While much attention has been given to productivity and technical innovation, the deeper psychological and identity-based impacts on designers remain insufficiently understood. This study explores how professional graphic designers, based in the United States and Southeast Asia, interpret their evolving roles and creative identities amidst the integration of AI tools. Employing an interpretative phenomenological framework, the research investigates the lived experiences of eight designers who actively incorporate AI technologies such as DALL·E and Midjourney in their workflows. The findings highlight four interconnected themes: contested creative autonomy, redefinition of professional identity, emotional dualities, and the emergence of a human–machine creative synergy. Designers expressed both empowerment and unease—embracing AI's efficiency while struggling with diminished authorship and shifting self-perceptions. Rather than passively adopting automation, participants actively negotiated their roles in co-creating with intelligent systems. These experiences suggest that creativity in the AI era is not just about tool mastery, but about rethinking authorship, emotional investment, and artistic integrity. This study contributes to ongoing discussions in design theory and human–machine interaction by offering nuanced insight into how creativity and selfhood are being reimagined. It underscores the importance of understanding subjective experiences in technological transitions and advocates for more empathetic frameworks within creative education and practice.
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