AI is transforming design work while the value of design expertise is increasing 

AI is rapidly transforming work in the design sector, but it is not eliminating the need for design expertise. On the contrary: as AI becomes more widespread, human-centred thinking, creative problem-solving and the ability to assess the quality of solutions are becoming increasingly important. According to Ornamo’s Design Pulse 2026 survey, AI is becoming a key competitive factor in the design sector. 

The design sector is also divided: growing uncertainty continues in the labour market. Companies that are performing well, meanwhile, are united by their willingness to renew, international operations or a presence across different parts of Finland. At the same time, growing uncertainty is visible in the design sector labour market. 

By the deadline, the Design Pulse 2026 survey had received responses from 544 design professionals, ranging from salaried employees and students to unemployed professionals, as well as from 102 companies. The study was conducted by Pekka Lith in early 2026. 

AI is also changing the business models and revenue logic of the design sector 

AI is changing the revenue logic of the design sector 

Nearly 40 per cent of design professionals use AI regularly in their work. More than 70 per cent believe AI will significantly change the way work is carried out, and a majority expect AI expertise to become a competitive advantage. AI is most widely used in digital design tasks, such as UI and UX design, service design, graphic design, and XR and 3D visualisation. In more physical areas of design, such as industrial design and interior architecture, AI is still used primarily as a supporting tool. 

According to the survey, success above all requires the ability to adapt and renew business operations. The strength of design companies lies in their ability to combine strong expertise, services, products and different markets,” says Emmi Putkonen, Research and Development Manager at Ornamo. 

AI is also increasing pressure to improve efficiency and changing the sector’s revenue logic. The sector is undergoing a period of transition: some companies are taking a pioneering approach to AI, while others remain more critical of the technology. 

One of the world’s leading companies in the elevator and escalator industry, KONE is an example of a global company that leverages design strategically. Visa Rauta, Head of KONE Design, sees AI above all as a tool that is transforming both design work and service business. 

AI is a key enabler in transforming service business and delivering an outstanding real-time customer experience. By automating repetitive tasks and accelerating the processing of large volumes of data, AI enables more time to be devoted to creative work that drives qualitative differentiation, particularly customer- and end-user-centered design work that requires deep human understanding, Rauta states.  

Stability and uncertainty in the labour market 

Design sector salaried employees continue to have a relatively stable position by many measures. Three out of four work in permanent, full-time positions, and a majority are satisfied with their work. The average monthly salary of salaried employees in the design sector is approximately €4,641, with a median salary of €4,500. For approximately 73 per cent, salaries have remained largely unchanged, while 23 per cent have seen their salaries increase. 

However, there is dissatisfaction with salary levels: only 48 per cent are satisfied with their earnings, and more than half feel that their salary is too low in relation to their responsibilities and tasks. 

Uncertainty in the labour market is also visible in workplaces. 38 per cent of salaried design professionals are concerned about the security of their jobs. Around one third report that the number of employees at their workplace has decreased over the past year, and many workplaces continue to prepare for temporary layoffs or redundancies. 

The situation is particularly difficult for younger professionals. 69 per cent of students who responded to the survey consider the labour market situation in their own field to be poor. Unemployed designers are younger than average, and the share of long-term unemployed has increased. 

Stable design companies are united by their ability to renew themselves 

Design companies differ from one another and operate in areas including design and service design services, interior architecture, product design, and expert services in the creative industries. More than half of the companies combine physical products and services in their operations, while nearly one quarter operate primarily in international markets. 

According to the survey, around 60 per cent of design companies are on a stable footing. Companies that are performing well are particularly characterised by service business, larger size, higher billing rates, and national or international markets. Companies in a stronger position are those with a turnover of more than €30,000, hourly billing rates of more than €80, and employees. These companies are also more confident than others about growth in the number of employees.

Communications Manager Elina Perttula
+358 43 211 0755
elina.perttula@ornamo.fi