For Alastair, owner of Kair Design & Print in Foxton, artificial intelligence isn't replacing creativity, it's reshaping where creativity adds the most value.
Since launching Kair Design & Print in 2018, Alastair and his wife Kim have built a business serving tradespeople, start-up businesses, community organisations and local clubs throughout the Horowhenua region. Like many small businesses, they wear multiple hats every day, balancing design, production, customer service and business development with just the two of them at the helm.
Today, AI has become another tool in that toolbox, one that comes with both opportunities and challenges.
Perhaps the most significant change Alastair has seen isn't inside his own business, it's in the expectations of his customers. Increasingly, clients arrive with logos, signage concepts and promotional artwork created using AI image generators, believing the hard work has already been done.
"The challenge," Alastair explains, "is helping customers understand that what looks great on a phone screen often can't be produced in the real world." Most AI-generated logos aren't created as print-ready vector artwork. They can't easily be resized, colours can't be accurately adjusted and they often fail when reproduced on vehicles, uniforms or large-format signage.
While AI can quickly generate an attractive concept, transforming that concept into professional production artwork still requires the expertise of an experienced designer.
Alastair is far from anti-AI. Instead, he sees it as an excellent brainstorming partner. If he's working through a difficult layout or needs to consider another creative direction, AI can rapidly generate alternative approaches that spark new thinking.
“Good design is not just about creating something that looks attractive or AI-generated; it involves understanding the audience, purpose, brand, message, production requirements and how the design will work across different applications. This strategic thinking is where professional design & print experience remains especially valuable.”
Rather than replacing his design software, AI helps overcome creative blocks. "It's making me think differently," he says. "I'm still creating the final design myself." For Kair Design & Print, AI works best when it supports creativity, not when it attempts to replace it.
The greatest efficiency gains haven't come from graphic design, they've come from communication.
Like many small businesses, Alastair regularly finds himself writing the same explanations to customers:
AI now helps draft these repetitive responses, saving valuable time while making technical language easier for customers to understand. Kim says AI has become particularly valuable in translating industry jargon into plain English.
"Most people don't know what a vector file is," she explains. "AI helps simplify those explanations so customers understand why certain work still needs to happen."
One of the unintended consequences of AI is changing customer expectations. Because AI can generate concepts almost instantly, many customers now assume production should be equally immediate. For businesses like Kair Design & Print, this creates difficult conversations around pricing and the value of professional expertise.
Customers often see an AI-generated mock-up and wonder why they're being charged design time when "the logo is already there." In reality, that mock-up is only the beginning of the production process.
Preparing artwork for signage, apparel, vehicle graphics or commercial printing still requires skilled human intervention. As Kim explains, AI has accelerated customer expectations faster than it has reduced the actual work involved.
Running a small business can be isolating. Alastair’s found AI helpful in another unexpected way. He’s created an AI-powered virtual client coordinator that drafts routine customer emails and handles repetitive communication.
Customers are told they're interacting with an AI assistant, with the approach removing much of the emotional burden that often comes with difficult conversations. Rather than having every email come directly from the business owner, AI provides a neutral starting point while allowing Alastair to focus on higher-value work.
For all its strengths, Alastair believes AI still struggles with the qualities that distinguish good design from average design. Professional designers consider hierarchy, alignment, balance, contrast, scalability and brand authenticity, areas where AI often falls short.
He believes people instinctively recognise when something has been created purely by AI. "They might not be able to explain why," he says, “something just doesn't feel authentic." For businesses trying to build trust with customers, that subtle difference still matters.
As Kair Design & Print continues to grow, Alastair isn't looking for AI to replace people. Instead, he's looking for better support to help his business navigate the next stage of growth.
Having benefited from Business Mentors New Zealand early in the company's journey, he now believes experienced mentors with expertise in scaling businesses could provide the strategic guidance needed for the next phase.
Like many small business owners, he says it's difficult to step back from the day-to-day operation and think strategically when you're responsible for every part of the business.
AI can make communication faster, simplify administration and stimulate new ideas, however it can't replace experience, judgement or another trusted person around the table. For Alastair, the future is about combining AI with human expertise, rather than choosing one over the other.