Lisa, a freelance graphic designer based in Spain, noticed a shift in her work after the release of ChatGPT in 2022. She went from receiving slow one-off jobs creating logos and packaging to an onslaught of requests asking her to fix versions that were generated by artificial intelligence – from sharpening fuzzy images for printing to turning flawed designs into usable files.
By 2025, Lisa, who asked not to be fully named to avoid solicitations, said 90% of her incoming logo and packaging design requests required cleaning up AI-generated content, work that accounted for 60% to 70% of her annual income. But the grind was exhausting. Clients lowballed her;' some AI-generated designs were so flawed that she had to recreate them from scratch and she worried about being complicit in AI-driven copyright infringement. By the end of the year, she began turning those jobs down.
