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