Inez Borges at the 2026 Graphic Arts Conference: ethics, authorship and creative responsibility in the age of AI

On April 21, 2026, the Colégio Interno dos Carvalhos hosted the Graphic Arts Conference, focused on a highly relevant theme: ethics. Inez Borges, Creative Director at BYDAS, addressed the growing impact of artificial intelligence on design practice.

AI is now embedded in creative workflows, from image generation to concept development. But this raises a fundamental question: what happens to professional ethics when AI becomes part of design?

A new reality for design

Artificial intelligence is no longer a future concept. It is a present-day tool. However, speed and automation do not guarantee better outcomes. Design still requires intention, context and responsibility.

Authorship challenges

AI introduces a grey area around authorship. Who owns the output? The designer, the tool, or the creators whose work trained the model?

This is not just a legal issue, but an ethical one. Designers must remain aware of the origins of their work and avoid automated appropriation.

Visual truth and transparency

Design influences perception. AI can create hyper-realistic images that never existed. This leads to a critical question: are we communicating or manipulating?

Transparency becomes essential to maintain trust, especially when content is generated or assisted by AI.

The value of the designer

While AI can generate multiple outputs, it cannot replace strategic thinking. The real value lies in decision-making, context and meaning.

This is particularly relevant in areas like SEO, where strategy defines success.

Bias and representation

AI systems often reproduce biases present in their training data. Designers must critically evaluate representation and ensure diversity and inclusion.

Client responsibility

Ethical practice includes transparency with clients. The use of AI can impact originality, expectations and legal considerations. Clear communication is essential.

This is especially important in social media and digital communication strategies.

Critical thinking

The biggest risk is not AI itself, but the loss of critical thinking. Good design requires questioning, refining and intentional decision-making.

Artificial intelligence can be a powerful ally, but only when guided by ethical awareness. Design remains a discipline of intention and responsibility.

At BYDAS, we help brands combine technology and creativity with strategy. Discover how we can support your e-commerce projects with innovative and responsible solutions.