When Darby Hutchby was studying visual communication at university in 2017, artificial intelligence (AI) was a concept she was only beginning to hear about in its infancy.
Eight years later, employers are able to turn to AI instead of hiring staff, and graphic design graduates like her said they felt they were "competing" against the technology to get a job.
Major companies are already starting to use the technology in their marketing campaigns, which is narrowing the number of vacancies and increasing clients' expectations for faster work results.
"Because AI can create things so quickly, clients expect designers to do the same, but we take a lot more of a personal approach," said Ms Hutchby, 27, a Birmingham City University graduate.
In 2022, Heinz generated 12 images of ketchup using the intelligence tool OpenAI for an advert. Coca-Cola created a fully AI-generated ad for Christmas last year featuring the brand's iconic truck with consumers drinking Coca-Cola Zero Sugar.
