I recently interviewed a designer who used AI to create a prototype for her portfolio. On the surface, that was fine, AI can be a powerful tool for designers.
But when I asked why she made a specific design decision (the placement of a button) her response was:
“The AI did it.”
There was no explanation. No reasoning. No intent behind the choice.
And herein lies the problem.
Are portfolios still necessary?
In the age of AI, the question becomes even more complicated. If AI can create seamless, polished visuals and content, then what exactly are we evaluating?
I’ve questioned this before, especially when interviewing designers who worked in collaborative environments and claimed ownership of work they didn’t actually do. Essentially, passing off another designer’s work as their own.
Is using AI the same? Not quite. AI is just another tool in a designer’s toolbox. But the challenge it presents is similar: separating true design thinking from surface-level artifacts.
While AI changes how portfolios are created, the fundamentals of design haven’t changed.
Designers are more than artifacts
At its core, design has never been just about outputs. Designers are:
- Storytellers who explain the “why” behind their work
- Problem solvers who navigate ambiguity
- Collaborators who align teams and stakeholders
- User advocates who prioritize real needs
- Creative thinkers who find new ways forward
AI can produce clean visuals and text, but it can’t replace these human capabilities.
A shift in portfolio reviews
This means the role of portfolios and how we review them has to evolve. Many organizations already do this, instead of focusing primarily on visuals, hiring managers need to shift attention toward:
- Process: How does the designer approach problems?
- Decision-making: Can they explain why choices were made?
- Challenges: How do they handle failure, constraints, and setbacks?
- Collaboration: How do they work with PMs, engineers, and researchers?
- Learning: What did they take away, and what would they do differently?
Process is the differentiator
Showing process has always been a crucial part of a portfolio. Now, it’s more important than ever that designers walk you through their work with real understanding and ownership. Ask about:
- Problem statements → How did they define the challenge?
- Research → How did they understand users?
- Decisions → Why did they choose one direction over another?
- Iteration → How did they test, fail, and refine?
Hiring takeaway: A strong designer can clearly communicate their reasoning and intent.
Collaboration becomes more valuable
AI can generate outputs, but it can’t replace teamwork. Aligning stakeholders, co-creating with PMs and engineers, and guiding a product vision are uniquely human skills.
Hiring takeaway: In interviews, dig into collaboration stories. Ask questions like:
- “Tell me about a time you had to convince a skeptical stakeholder.”
- “How did you align with engineering on feasibility?”
Visuals no longer tell the whole story
A sleek interface or flawless mockup can now be generated with prompts. That means portfolios can look impressive without reflecting actual skills.
Hiring takeaway: Don’t over-index on polish. Instead, ask:
- How did they arrive at this idea?
- What was their intent behind the design?
- What research or constraints shaped the work?
Creativity is redefined
With AI handling some execution, creativity shifts toward:
- Problem framing → Are we solving the right problem?
- Prompt craft → Can the designer guide AI to useful outputs?
- Critical eye → Can they curate and refine AI outputs into something meaningful?
Hiring takeaway: Look for designers who see AI as a creative partner, not a shortcut.
Authenticity will matter more than ever
As portfolios get easier to “polish,” authenticity becomes a competitive advantage. Case studies that show real constraints, messy explorations, and lessons learned will stand out from AI-glossed work.
Hiring takeaway: Encourage candidates to share what didn’t work, not just what did. That’s where real design skill lives.
The bottom line
As the role of designers evolves, so must the way we evaluate them.
In the AI era, the value of a portfolio isn’t in the polish of the screens or even in perfect grammar. It’s in the story the designer tells about their process, their intent, their challenges, their impact and learnings.
Because while AI can create the artifacts, only designers can create the meaning.
