This article examines how the rapid emergence of generative AI tools is reshaping professional motion design workflows. Drawing on more than two decades of international experience across advertising, SaaS platforms, and broadcast production, the author explores how artificial intelligence is transforming creative processes while challenging established craft practices. While AI-driven tools enable faster experimentation, automated asset generation, and accelerated production timelines, they often lack the nuanced judgment, narrative coherence, and brand consistency required in professional design work. The article argues that the most effective approach is not to treat AI as a replacement for creative expertise but as a collaborative tool integrated within hybrid workflows guided by human direction. By combining emerging AI capabilities with established principles of timing, storytelling, and visual craft, motion designers can expand creative possibilities while maintaining high professional standards. Ultimately, the paper suggests that the future of motion design will depend on the ability of practitioners to adapt their workflows, integrate new technologies, and preserve the human insight that underpins compelling visual communication.
Guilherme Ferraz (Sat,) studied this question.