AI prompts

There’s a growing buzz around the rise of “AI prompt engineers.”

If you haven’t come across the term yet, prompt engineering is the art of crafting instructions that get the best results from large language models like ChatGPT. It’s quickly becoming a sought-after skill, with people describing it as the key to unlocking AI’s full potential.

OpenAI CEO Sam Altman has called it “an amazingly high-leverage skill,” while articles are hailing prompt engineers as “the wizards of the AI world, coaxing and guiding AI models into generating content that is not only relevant but also coherent and consistent with the desired output.”

But here’s the thing: we’ve been doing this for years.

In fact, if you’re a graphic designer, content creator, or communicator, prompt

engineering is just another word for… doing your job properly.

“I need a logo…”

Every designer has heard it, “I need a logo… I’m not sure what I want yet… can you just do a few options?”

It’s vague, open-ended, and makes the job harder than it needs to be. Now imagine asking AI to design that same logo with the same lack of clarity. The result would almost certainly miss the mark.

But change the prompt to something like:“I need a bold, modern logo for a premium brand. No serif fonts. Think Muji, Apple, B&O. Calm, high-end colours. Mostly used online but must work small too.”

That’s a totally different outcome. Why? Because the input – the prompt, is clear, specific, and thoughtful.

We’ve always needed better prompts

AI hasn’t invented the need for clarity. It’s just made it visible. Designers, writers, and creatives have always relied on clear input. Without it, you’re guessing.

When we’re given:

• A defined audience

• A clear goal

• Style preferences

• Don’ts as well as dos

• Usage info

…we can create work with purpose.

Why words matter more than ever

AI is showing us that the wording of a prompt directly affects the quality of the result.

“A prompt’s wording is essential… Specific, detailed, and concise language is often crucial.”

The same is true in human communication. From unclear survey questions to misinterpreted policy documents, poor wording leads to poor outcomes.

Creativity needs direction

Some people fear clear prompts restrict creativity. In reality, they empower it.

When we understand the problem, we can design the solution — not just decorate the space around it.

The real takeaway

AI prompt engineering might be new, but the principle isn’t.

We all need better prompts – not just AI.

Whether you’re briefing a designer, writing a company-wide email, or trying to explain a brand’s values, clear communication makes all the difference.

The result is only ever as good as the prompt – and that’s always been true.