The founder of $2 billion AI website builder Framer says this is what designers should focus on to thrive in the age of AI

In an era where artificial intelligence simplifies website and graphic creation, Jorn van Dijk, co-founder of the AI website builder Framer, emphasizes the need for designers to remain diligent in their craft to truly distinguish themselves. According to Van Dijk, while AI technologies can produce quick results, they often lead to subpar quality, a phenomenon he refers to as "AI slop." Van Dijk advocates for a focus on quality and personal uniqueness to help designers stand out in a crowded marketplace. He believes that businesses depend on their design teams to cultivate engaging brand identities that resonate with consumers. "Creating a brand that excites people is becoming increasingly challenging," he remarked. To enhance their skills, Van Dijk advises designers to revisit foundational practices and refine their technical abilities. He suggests that designers engage in extensive practice with design tools, emphasizing the importance of experimentation: "Create numerous mock-ups, icons, and logos to develop your eye for quality design. The principles of good design from a decade ago still hold true today, even as the tools evolve. AI can be leveraged to improve our work, but the fundamentals remain essential." Framer, founded in 2014 alongside co-founder Koen Bok, has grown to employ over 130 staff members in Amsterdam. Recently, the company raised $100 million in a Series D funding round, achieving a valuation of $2 billion. Van Dijk and Bok previously co-founded Sofa, a software company acquired by Meta in 2011, where they worked until 2013. While AI is transforming creative industries such as graphic design and filmmaking, Van Dijk argues it hasn't necessarily equalized opportunities for professional artists compared to amateurs. Despite the accessibility of video creation tools, he notes that exceptional content hasn't seen a corresponding rise in quantity, indicating that true artistry still requires substantial skill and effort.