Finding Balance With AI and Digital Teams
The future of digital experiences isn’t about choosing between humans and machines. It’s about strategically combining forces to amplify, not replace, human expertise and creativity.
Artificial intelligence (AI) continues to dominate discussions and it’s clear it’s here to stay. We’ve seen how AI is reshaping industries, from content generation to software development. At Viget, we’re no strangers to AI’s potential to improve efficiency, streamline processes, and enhance digital experiences. To ensure we are keeping up in the discussion, we’ve started an AI working group at Viget to explore how it fits into our work across disciplines and we actively share and discuss new advancements in AI.
Personally, I use AI to capture meeting notes, identify action items, speed up summarization, and pinpoint where I need to spend professional development time when learning something new. But while AI helps us move faster, I believe the true power behind building great software and websites lies in creativity, problem-solving, and collaboration.
For me, AI is most valuable when it enhances human expertise rather than replacing it. Lately, I have been reflecting on how AI fits into our work, where it adds efficiency, and where human insight remains irreplaceable. Here are three key areas where I see the biggest impact.
AI as an Accelerator, Not a Replacement
AI is exceptional at handling repetitive tasks, generating code snippets, and even optimizing design layouts based on data. Tools like GitHub Copilot or Figma’s AI-powered features can speed up development and reduce workflow friction. However, AI isn’t a substitute for thoughtful strategy, user research, or intentional decision-making.
When building websites and applications, human judgment is required to understand the audience, a client’s business goals, and an intuitive user experience. AI might suggest a design component, but a skilled UX designer ensures it aligns with the brand’s identity, user needs, and accessibility standards. Similarly, AI can generate code, but an experienced developer ensures it integrates securely, efficiently, and sustainably into a project.
So while AI enhances productivity, strategic decisions still require human expertise to ensure long-term success.
Human-Led Collaboration
Software and website development aren’t just about writing code. Each project presents a unique set of challenges across varying levels of complexity. In my experience, Viget’s best work comes from the kind of collaboration that refines ideas into well-executed products. I’ve seen the same when working with clients or solving problems outside of work.
When faced with a challenge, AI can help by generating ideas or surfacing areas to explore. Still, it cannot replicate the fluid, real-time collaboration that happens in a room full of people, whether in person or digitally.
Great digital experiences come from interdisciplinary teams of researchers, strategists, designers, and developers who each bring a distinct perspective. Creativity thrives in deep discussions where assumptions are challenged, debated, and ideas refined. AI can provide useful input, but the most meaningful breakthroughs happen when humans work together.
Ethical and Contextual Decision-Making
Some of the hardest decisions in digital work are ethical ones. Weighing accessibility, user privacy, and responsible technology use requires careful consideration. While AI can offer recommendations or automate processes, it lacks the ability to deeply understand ethical implications.
At Viget, we prioritize inclusive design and ethical development. For example, we might use AI to identify content optimization opportunities based on engagement metrics, but we wouldn’t rely on it to ensure content accuracy and alignment. Similarly, AI-driven automation can improve efficiency, but human oversight is essential for preventing errors, ensuring compliance, and maintaining user trust.
Ethical digital work requires human judgment. AI can assist in scaling efforts, but it should never be the sole decision-maker.
Final Thoughts
AI is transforming the digital landscape, and as a company that builds software and websites, we embrace its ability to enhance efficiency, automate processes, and support creativity. However, human-driven thinking, collaboration, and ethical decision-making remain the foundation of meaningful user interactions and platforms.
At Viget, we see AI as a tool that complements rather than replaces our expertise, creativity, and strategic insights. The future of AI in our industry isn’t about choosing between humans or machines. It is about utilizing both to build better experiences.
