The future of digital design is about way more than how things look

In this WIRED feature, Donald Chesnut argues that AI is dissolving the boundaries around design so thoroughly that "designer" itself may stop being a meaningful job title, one of four predictions from design leaders on where digital design is headed next.

The piece frames digital design as facing rising demand and disruption at once, as AI accelerates change and pushes companies to rethink how interfaces and experiences get built. Alongside Chesnut's prediction, three other design leaders weigh in: industries that have historically ignored investing in design will run out of excuses to keep doing so; agencies will move away from hourly billing toward pricing based on the value they create; and brand design will lean harder into building community and fandom rather than just visuals.