Redefining Creativity and Identity: Graphic Designers’ Lived Experiences with AI in Contemporary Design Practice in Indonesia
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Abstract
The integration of Artificial Intelligence (AI) into creative industries has significantly altered traditional design practices, especially in the field of graphic design. While existing literature has addressed the technical benefits of AI, less is known about how designers experience and interpret these changes in relation to their creative identity and autonomy. This phenomenological study explores how professional graphic designers in Indonesia make sense of their evolving creative roles amidst AI adoption. Using semi-structured interviews with eight professional designers and Interpretative Phenomenological Analysis (IPA), the research identified four key themes: (1) negotiation of creative control, (2) reconfiguration of artistic identity, (3) emotional ambivalence, and (4) emergence of hybrid creativity. Designers were found to actively co-create with AI, balancing efficiency with a desire for authentic expression. These findings underscore the emotional and existential aspects of creativity in AI-mediated environments. The study contributes to design theory by emphasizing the role of lived experience in technological adaptation and encourages further research on identity, authorship, and emotional labor in digital creative work.
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