As a freelancer, it is difficult to know how to price your work, especially if you are relatively inexperienced. With the rise of AI, it is even more challenging for graphic designers who are quoting for work that may take them many hours but could take a computer seconds.
There is rising fear among content creators that AI will displace them, pricing them out of the market as an unaffordable “nice-to-have”. But the wealth of contract jobs on tech recruiter sites tell a different story.
The rise of AI
AI is becoming embedded in content creation roles, from meta description writing to logo creation. The potential to enhance images or disseminate complicated designs or content briefs means that AI can simplify designers’ jobs and develop upon existing concepts. Of course, platforms such as Canva’s AI and Adobe Sensei are only as effective as the people inputting the information, but with the right people in the driving seat, AI has the potential to create waves in the design industry. So what does this really mean for freelance graphic designers?
Pricing in an AI era
Factors that typically influence freelance graphic design pricing include the nature and complexity of the work; the time taken to complete the work; the levels of skill and experience required; and market demand.
The nature and complexity of the work – Pre-AI, the level of detail and complexity of a job significantly impacted pricing; the more detailed and complicated the spec, the higher the fees thanks to the level of skill and time needed. In an AI era, a lot of the more repetitive tasks can be automated, which can reduce the time requirements. However, a human touch is still necessary, particularly for more complicated work.
The time taken to complete the work
Design is not a quick process. In the world before AI, a series of manual processes were essential in order to manage workflow. Post AI, the design process can be significantly streamlined. Initial drafts can be created using AI, with the designer able to focus their time and talents on the final product.
The levels of skill and experience required
Regardless of where we are in the AI era, there is no replacing specialist skills. Designers have spent many years learning their crafts, and although AI can replicate that talent to a certain extent, it is not possible to do so successfully without specialist skills.
Market demand
The cross-border nature of working today means that there is market demand around the world, but there is also competition. Someone in the United States could bid for a freelance design gig in Europe, without workflows being impacted. While this opens up a world of opportunities, it also creates additional competition. This is great news for clients, who have access to global talent to raise standards.
Pricing Models
There are a range of pricing models that designers can use, including:
Hourly rates where a standard hourly rate is charged for all work. This might mean that, with the time efficiencies offered by AI, the designer will be paid less for a job (but it will take them less time, too).
Project rates – by fixing a price for a project, both the client and the designer know what to expect in terms of budgeting. This also allows designers to ensure that their expertise is compensated for, not just the time they take.
Product rates – while a project rate is based on the time and skills needed to do the job, a product rate is based on the designer’s perceived value of the finished product.
Retainers – for ongoing relationships between client and designer, retainers can be useful.
The challenge of valuing talent
We are approaching a time where people may be tempted to undermine the value of artistic and design talent because of AI’s capabilities. However, AI today is not capable of replicating the human touch and emotion that goes into work created by talented humans. There is also no way of putting a price on years – sometimes decades- of experience that contributes to a designer’s style and capabilities. The use of AI in any creative work requires a fine balance. Yes, AI can enhance existing work, but for truly unique designs, it is still essential that a talented and trained individual is holding the pen, not a very smart computer.
AI is changing at a rapid pace, and it is essential that individuals across industries remain in touch with these changes and adapt accordingly. When it comes to pricing for freelancers in an AI world, freelancers may need to account for any time-saving aspects of AI that could reduce their overheads, but they should not feel that they are competing with the technology; their unique design skills simply aren’t replicable. Designers do, however, need to embrace AI where they can, and where appropriate. By offering clients enhanced services and marginally reduced prices thanks to time saving, it is possible for designers to be paid for their talent while remaining in the AI world.