Abstract:

The widespread adoption of generative AI tools in visual communication practice has sparked debate about what constitutes professional design expertise when AI can produce sophisticated visual outputs with minimal technical skill input. This systematic literature review examines how recent scholarship (2020–2025) discusses the evolving nature of design expertise in the context of generative AI. Through thematic analysis of peer-reviewed publications across design theory, expertise development literature, and human-AI collaboration research, the review synthesizes emerging patterns in how professional competence is being reconceptualized. Findings indicate a shift in emphasis from technical execution toward broader meta-competencies such as strategic conceptual thinking, contextual judgment, curatorial expertise in evaluating AI outputs, iterative refinement capabilities, ethical awareness, and orchestration skills in directing AI toward meaningful outcomes. The literature reveals tension between traditional craft-based notions of expertise and emerging frameworks that emphasize designers' roles as creative directors and critical evaluators. Rather than proposing a new theory, the study highlights how current literature is collectively reframing expertise within AI-assisted design environments, with implications for professional certification, hiring practices, design education, and the ongoing definition of legitimate design practice. The review concludes by outlining key themes and unresolved tensions that may shape future research and professional standards in the field.

Keywords:

Design expertise, generative AI, human-AI collaboration, visual communication, creative practice.