There’s a conversation happening across every corner of the web industry right now, and it usually starts the same way: “Will AI replace designers?”
Having spent the past year integrating AI deeply into how we design and build websites, our answer is no. But we’d add a caveat: it will absolutely change what clients are willing to pay for, how fast they expect results, and which firms survive the shift.
What AI actually does well
Let’s start with what’s real, not what’s hypothetical. In our day-to-day work, we use Claude by Anthropic as a design and development partner. Here’s what that looks like in practice.
It writes production-quality code. HTML, CSS, JavaScript — not rough drafts that need to be rewritten, but clean, semantic, well-structured code that we can ship. What used to take a developer a day now takes an afternoon, sometimes less.
It accelerates design iteration. We can describe a layout, review the output, refine it with natural language feedback, and arrive at a polished result in a fraction of the time. The feedback loop between concept and working prototype has collapsed from days to hours.
It handles the tedious parts. Responsive breakpoints. Cross-browser consistency. Accessibility attributes. Semantic markup. These are things that matter enormously but have always consumed disproportionate time. AI handles them methodically and reliably.
It drafts content. First-pass copy, meta descriptions, alt text, structured data — the kind of writing that’s essential but rarely where a project’s creative energy should go. AI produces solid starting points that we refine with the client’s actual voice and context.
What AI doesn’t do
Here’s the part the breathless LinkedIn posts leave out.
AI doesn’t understand your business. It doesn’t know that your clients are risk-averse property managers who need to feel reassured, not dazzled. It doesn’t know that your last website failed because the navigation confused anyone over fifty. It doesn’t know that your CEO will reject anything that looks “too tech-y.”
AI doesn’t make strategic decisions. Should this be a single-page site or a multi-page structure? Do you need a CMS or would static be better? Is the real problem the website or the business positioning behind it? These are judgement calls that require experience, listening, and a genuine understanding of the client’s situation.
AI doesn’t replace the thinking. It replaces the time between the thinking and the result. That’s a profound difference — and it changes the economics of web design entirely.
What this means for clients
If you’re a business looking for a new website, AI-assisted design means three things that matter to you directly.
Lower costs. When the production phase takes less time, the overall project costs less. Not because the quality drops — because the waste is removed. You’re no longer paying for a developer to hand-code responsive breakpoints for eight hours. You’re paying for the decisions about what the site should be, and AI handles much of the execution.
Faster delivery. Projects that would have taken six to eight weeks can be delivered in two to three. Not by cutting corners, but by compressing the parts of the process that were always slow for mechanical reasons rather than creative ones.
Better results. This one surprises people. Because AI handles the repetitive work reliably, the humans in the process get to spend more time on the things that actually determine whether a website succeeds: strategy, content, user experience, and design quality. The ratio of thinking to typing shifts dramatically in favour of thinking.
What this means for the industry
Web design has always had a cost problem. Good work takes time, and time is expensive. The result is that most small and medium businesses either overpay for more website than they need, or underpay for something that doesn’t serve them well. The middle ground — a genuinely well-designed, well-built website at a reasonable price — has been surprisingly hard to find.
AI changes that equation. It doesn’t eliminate the need for experienced designers. It eliminates the reason they had to charge so much for straightforward work. The firms that thrive will be the ones that use AI to deliver better work at fairer prices — not the ones that use it to churn out volume at the expense of quality.
And the firms that ignore it? They’ll find it increasingly hard to justify timelines and budgets that their AI-equipped competitors have already halved.
Our position
We’re not an AI company. We’re a web design company that uses AI as a tool — the same way we use Webflow, Cloudflare, and everything else in our toolkit. We chose Claude because it produces the highest-quality output we’ve found, and because it fits naturally into how we already work: carefully, iteratively, and with close attention to detail.
The websites we build today are better than the ones we built two years ago. They’re faster, cleaner, more considered, and more affordable. That’s not because we got smarter overnight. It’s because the tools got dramatically better, and we were willing to rebuild our entire practice around them.
That willingness to evolve is the thing that actually matters. The specific tools will keep changing. The firms that survive will be the ones that keep choosing the best available option — even when it means letting go of the way they’ve always done things.