Pentagram’s Controversial New Website Could Change the AI Art Debate

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Pentagram’s use of Midjourney for Performance.gov’s design has sparked a fierce industry debate on AI’s role in design.

Key takeaways:

• Pentagram’s AI-powered design for Performance.gov stirs industry-wide controversy.
• Partner Paula Scher defends using generative AI to create 1,500+ icons.
• Divided opinions highlight a more profound debate on AI’s place in creative design.
• Is this a bold step forward or a betrayal of traditional artistry?

Pentagram’s AI design sparks industry debate 

Pentagram’s launch of the Performance.gov website sent ripples through the design industry. 

Known for its traditional approach, the world’s largest independent design consultancy openly embraced generative AI—specifically, Midjourney—to create over 1,500 icons for the site. 

This bold move has stirred strong reactions, reigniting debates about AI’s role in design.

Why did Pentagram use AI? 

According to Pentagram partner Paula Scher, using AI wasn’t made lightly. 

“The definition of design is’ a plan,’” she told Fast Company. Using AI was strategic for Scher—making the project “self-sustaining” and more efficient. 

She argued that manually creating new icons every other week would have been unsustainable, defending the choice as a practical design solution.

The backlash from designers and artists 

Not everyone saw it that way. Online reactions were swift and scathing. 

Critics accused Pentagram of “displacing artists” and supporting AI tools like Midjourney, which have been criticized for training on the work of human artists. 

“It’s disheartening that a company like Pentagram is stealing from artists,” one user commented. This sentiment reflects a broader industry fear—that AI will diminish opportunities for human illustrators and designers.

A new perspective on generative AI in design? 

But not all reactions were adverse. Design strategist Mia Blume offered a more nuanced perspective on Substack, suggesting that AI’s role in design isn’t inherently bad. 

“Yes, AI can replicate certain aspects of craft… but it can’t replace the nuanced decision-making, conceptual depth, or emotional resonance that human designers bring,” she argued. 

For Blume, Pentagram’s approach could be seen as a redefinition of design processes rather than a rejection of traditional craft.

The future of AI and design 

As the dust settles, one question remains: Is Pentagram’s move a sign of the future or a misstep in design ethics? 

The fact that a significant design firm like Pentagram has openly embraced generative AI signals a shift in the industry. 

While the controversy rages on, it’s clear that AI’s role in design is no longer a distant future—it’s happening now.

Source: Creative Bloq

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