Article
Threat?
The Dance of Technological Evolution in Design
Article developed by Cícero Lopes, with AI review.
08/03/2025, atualizado em 08/03/2025
Artificial Intelligence has been one of the most debated topics in the design world. Recently, I conducted a survey among my fellow Graphic Design students to understand the general perception of this technology. The results did not surprise me: the majority were against AI, many with strong opinions. Among the discussions, there were even criticisms of a Claro advertisement that used AI in its production. Given this scenario, I decided to share my perspective on the subject—not to convince anyone, but to reflect on the role of technology in our profession and how we can deal with this inevitable transformation.
I come from an era when design was done by hand, using drafting tables, rulers, set squares, and ink pens. I was born at the tail end of postmodernism and developed professionally within the contemporary movement. Throughout my career, I have faced several technological "threats": computers, design software, the arrival of Web 1.0 and 2.0, and now, the most impactful of all—Artificial Intelligence. While some professionals resisted these changes, I chose to adapt because I realized that the only way to survive was to evolve alongside technology.
Michael Corleone’s famous quote from The Godfather – Part II states: “Keep your friends close and your enemies closer.” This concept perfectly applies to AI today. For many, it is an imminent threat, but ignoring it will not make it disappear. On the contrary, the further we stay away from it, the less control we will have over its influence. That is why my strategy is to embrace this technology, study it, and understand its potential and risks.
The enthusiasm I express about AI does not mean blind acceptance but rather a recognition of its inevitability. History has shown that when an innovation emerges, there is no stopping it. What we can—and should—do is learn to use it to our advantage and fight for regulations that protect professionals in the field. After all, adaptation does not mean submission.
At the same time, I acknowledge that resistance plays a role in transformation. The Arts & Crafts movement, for example, emerged as a protest against the mechanization of art but ultimately influenced the Bauhaus, which redefined the principles of modern design. In other words, the clash between tradition and innovation does not have to be a zero-sum game. Often, it is precisely the tension between these two forces that drives progress.
If we analyze history, we will see that this dance between innovation and resistance has existed since prehistoric times. And, like in any dance, those who do not keep up with the rhythm get left behind. The question is not whether technology will advance—it undoubtedly will—but rather how we choose to engage with it. Given this, the best strategy is not to step out of sync but to learn the new moves of this ever-evolving choreography.
By Cícero Lopes Journalist Illustrator and Graphic Designer