The Independent Uganda: You get the Truth we Pay the Price
Will graphic designers be replaced by AI or will human creativity remain irreplaceable?
COMMENT | Ronny Kahuma | The graphic design landscape in Uganda is undergoing a seismic shift, driven by the rapid adoption of artificial intelligence (AI) tools. From Kampala’s bustling creative hubs to smaller printing presses at Nasser Road, AI is reshaping how designers craft visuals, streamline workflows, and meet the growing digital and print market. However, as this technology gains traction, industry experts and local designers are highlighting its limitations, emphasizing that the human touch and creativity remain vital in a field deeply rooted in cultural expression and innovation.
In recent years, AI-powered tools like Adobe Firefly, Canva’s AI features, and Midjourney have found their way into Uganda’s graphic design ecosystem. These platforms allow designers to generate layouts, manipulate images, and even create original artwork with unprecedented speed. For a country where small businesses and startups dominate the market, AI’s ability to produce cost-effective, high-quality designs has been a game-changer.
Take, for instance, Jerome Tuhairwe, a Kampala-based freelance designer who uses AI to create marketing materials for local brands. “With AI, I can generate a poster design in minutes—what used to take me hours,” he says. “It’s a blessing for tight deadlines, especially when clients need quick turnarounds for events or product launches.”
The printing industry, a cornerstone of the advertising sector, has also benefited. Top printing houses such as MPK, on Nasser Road reported that AI-generated designs often arrive pre-optimised, reducing errors and speeding up production. This efficiency aligns with broader trends in Uganda’s design community. AI tools are increasingly used to analyse market preferences, pulling from vast datasets to suggest colour schemes or layouts that resonate with local audiences. For example, vibrant colours inspired by Uganda’s natural landscapes and cultural motifs—think the bold blue of Buganda regalia or the green of the Rwenzori Mountains—are now easily integrated into designs through AI suggestions, reflecting a fusion of technology and tradition.
AI’s ability to automate repetitive tasks—resizing images, adjusting margins, or generating mockups—has freed up time for designers and printers to focus on larger projects. In a competitive market where speed and affordability are key, this has given smaller firms an edge against larger, more established players.
The printing industry, traditionally reliant on manual processes, is increasingly embracing AI-driven advancements. Digital printing presses now utilise AI-powered software to enhance image resolution, correct imperfections, and even predict ink consumption, reducing costs for businesses.
As a practicing graphic designer, I’ve noticed a significant shift—clients who once complained about blurry logos or misaligned text now receive polished, print-ready files, thanks to AI-powered refinements. This has elevated the overall quality of printed materials, from towering billboards along Entebbe Road to the flyers circulating in local markets. Moreover, AI’s ability to automate repetitive tasks—resizing images, adjusting margins, or generating mockups—has freed up time for designers and printers to focus on larger projects. In a competitive market where speed and affordability are key, this has given smaller firms an edge against larger, more established players.
Despite its advantages, AI’s role in Uganda’s graphic design and printing industries is not without critique. Experienced graphic designers like Peter Mugeni argue that while AI excels in efficiency, it often lacks the depth of creativity and cultural sensitivity that define Ugandan artistry. “AI can generate a design based on patterns it has learned, but it doesn’t understand the story behind a client’s brand,” he explains. “It’s like giving a robot a drum and expecting it to feel the rhythm of our music.”
Prof. Andrew P. Yiga, a Professor of Commercial Art and Design at Nkumba University, echoes this sentiment, emphasizing the irreplaceable role of human intuition in design. “AI can analyze trends and replicate styles, but it lacks the lived experience and emotional depth that shape true artistic expression,” he explains. “Ugandan design is more than just patterns and colors—it embodies history, identity, and meaning. No algorithm can fully capture the soul of a culture the way a human designer can.”
This limitation is particularly evident in a country where design is deeply intertwined with cultural identity. Uganda’s rich heritage—expressed through symbols like the crested crane, intricate traditional patterns, and the storytelling power of proverbs—requires an emotional intelligence and contextual awareness that AI struggles to replicate. For instance, a recent AI-generated campaign for a local coffee brand failed to account for the cultural significance of coffee rituals in Bugisu, a detail that a human designer, familiar with the traditions, would have instinctively incorporated.
In Uganda’s printing industry, AI’s pursuit of digital perfection often clashes with the tactile, hands-on nature of traditional methods that remain widely used. Techniques like screen printing and offset lithography, valued for their artisanal appeal, require a craftsman’s precision—something AI has yet to replicate.
“There’s a warmth in the slight imperfections of a hand-printed poster that AI simply can’t provide,” Mugeni explains. “A significant number of clients still prefer that human touch, appreciating the authenticity and character that come with it.”
Creativity remains the battleground where human designers hold firm. AI may generate visually appealing designs, but it lacks the ability to innovate beyond its training data.
The best Graphic Design artwork comes from intuition and lived experience—qualities AI cannot mimic. This human edge is critical in a market where originality sets businesses apart. While AI can churn out generic templates, it struggles with the abstract problem-solving and emotional resonance that clients often seek. Industry observers also warn of a potential homogenization of design if AI overuse drowns out Uganda’s unique visual voice—a concern echoed by educators at institutions like Makerere University’s Margaret Trowell School of Industrial and Fine Arts and School of Commercial Art & Design at Nkumba University.
As AI continues to shape Uganda’s graphic design and printing industries, one thing is clear: it is a powerful tool, not a replacement.
Designers and printers are learning to integrate AI’s efficiency with human creativity, forging a hybrid workflow that leverages the best of both worlds. Looking ahead, the challenge for the creative community will be to harness AI’s potential without sacrificing the soul of its craft. As the technology advances, it may eventually bridge some of its current limitations—perhaps even developing a deeper understanding of cultural nuances. But for now, the human touch remains the heartbeat of graphic design, proving that while AI can generate the canvas, it is the artist who breathes life into it.
In an era increasingly driven by machines, graphic designers and printers are demonstrating that creativity, rooted in human experience and cultural identity, remains the ultimate currency.
****
The writer is a Supervisor Graphic Design at Uganda Printing & Publishing Corporation.
ronny.kahuma@gmail.com
