AI does not think. AI generates.

That’s what assures me that my expertise as a human content designer is not (currently) at risk.

I’m Heidi Niemi, and I work as a content designer at DK&A.

My job is to create compelling and meaningful experiences for my audience: the users and readers. Artificial intelligence can be a valuable tool in helping to achieve that goal.

Here are a few ways AI can help us, content designers, UX writers, and other digital-age authors in our role.

Content generation

Generative AI can create written content, such as descriptions, summaries, and even full articles. Content writers can save time, improve efficiency, and focus on more creative and strategic work with the help of AI. Generated content is a great starting point for drafting a text, comparing options, and creating a structure.

Some AI tools for content generation: AI Writer, ChatGPT,, Jasper, Rytr, Simplified, Writer


Proofreading, editing, and checking grammar are tasks AI can help with. Many AI tools also suggest corrections. AI tools can assist content designers in editing their writing and creating clear, engaging, and concise text.

Some AI tools for proofreading: Grammarly, DeepL Writer, Hemingway, Quillbot, ProWritingAid


Creating personalized content experiences for users is a well-suited job for AI. For example, artificial intelligence can recommend content based on a user’s interests and behavior or create custom landing pages optimized for conversion.

Some AI tools for personalization: Frosmo

Data analytics

AI can help content designers make data-driven decisions by analyzing large amounts of data to uncover insights and trends. Writers can apply the information to create content that resonates with the chosen target audience.

Some AI tools for data analytics: Google Analytics, Meltwater, Microsoft Power BI, Helixa, Qlik Sense


Optimizing content for search engines, and making it easier for users to find, is one way of using AI. Artificial intelligence can suggest keyword combinations and help create meta descriptions and headlines that are more likely to be clicked.

Some AI tools for optimization: InkGrowthbar, Surfer, Frase, MarketMuse


AI can help make content more accessible to a wider audience by generating alternative texts for images, transcriptions for audio content, and even captions for video content.

Some AI tools for accessibility: Seeing AIAccessiBeEqually AIDubBotUserwayHelperbird

Not sure which AI tool to try out? There’s an AI for that and FutureTools might help.

What are the risks of using AI as a tool in content design?

AI can be a valuable tool, but there are some risks to consider.

Content designers need to understand and mitigate the potential pitfalls. Evaluating and choosing the right AI tools, controlling quality, and monitoring and adjusting the generated content are necessary steps when working with AI.

Here are some of the risks that AI poses to content design.

Quality control

The quality of AI-generated content can be inconsistent and may not meet the desired standards. AI-generated text may contain grammatical errors, awkward phrasing, or a lack of coherence. It might be off the tone or dull.


AI algorithms are trained on data, and if the data used to train them contains bias, the output generated by the AI tool may also be biased. This can be particularly problematic in areas such as language, culture, and gender, where AI may make assumptions or perpetuate stereotypes.

Lack of context

AI may struggle to understand the context and nuances of certain situations. It may generate content that is inappropriate or irrelevant. That’s because AI isn’t capable of thinking. Most humans are.

Responsibility and accountability

If something goes wrong with AI-generated content, such as if the content is inaccurate or offensive, it may be difficult to determine who is responsible and accountable. It’s important to always have a skilled human to check and edit the AI-generated outcome.

Privacy and legal issues

AI algorithms collect and process large amounts of data, which raises privacy concerns. Using artificial intelligence-based tools and services requires careful management and protection of sensitive and confidential information. Make sure you know how the AI systems collect and use your data and the sensitive information of your clients and partners.


If content designers rely too much on AI, they might become dull thinkers and lazy writers. Being critical is one of the skills needed to be creative, both of which are essential qualities for working as a content designer. However, dependency is the point I’m the least worried about.

Is AI going to replace me?

At DK&A we have our eyes on the future. That means that we, the people at DK&A – the designers, developers, and other associates –  are encouraged to use the relevant AI-based tools and to keep ourselves up to date with the latest developments. 

Artificial intelligence is suited to support and enhance the work of human designers, not replace them. 

Yes, AI can generate content and automate some tasks. It still lacks human thinking, human touch, and human creativity – the characteristics that are essential to compelling and engaging writing.

Content designers can focus on higher-level, creative aspects of their work if AI does the bulk part of the job. For example, AI can generate a draft of basic written content or analyze data. AI can free up time for content designers to spend on brainstorming, ideation, and iteration.

It is worth noting that using AI in content design requires a strong understanding of the task on hand, as well as the characteristics of the used AI tool and its limitations. 

In short: you need to know what you are doing.

What is my role as a content designer?

My role as the content designer remains essential in shaping the creative direction, voice and tone, and overall message of the content. I need to decide what information is valid and relevant and edit the content to match the context, channel, and targets.

Using AI without properly considering the task at hand, or with insufficient knowledge to judge the outcome, can result in poor-quality content. That’s why content designers must be involved in generating content generated by AI tools, or at least evaluating it. Proficient human designers ensure the content meets quality, style, and accessibility standards.

AI is a powerful tool that has the potential to streamline and improve many aspects of content design. However, it’s important to remember that AI is just a tool.

AI is not my replacement. Artificial intelligence can help augment my work, and make it more efficient and effective.

Oh. And you should know.

This piece was written with some help from artificial intelligence. I asked ChatGPT how AI could help me, a content designer. Then I chose the relevant material and used it as a starting point. I also checked my grammar with Grammarly and thought about some improvements that DeepL Write and Hemingway Editor suggested. I appreciate the help as a non-native English writer.

Contact us

Are you struggling with inconsistent quality or style in your digital product content, or lacking a clear process around content production and management?

Reach out to our Head of New Business Hanna Kangas, by email or by phone +358 44 3049361, and let’s discuss your content design needs.

We are happy to be your associates – with or without AI tools.

Get started with AI