From Creator to Curator Exploring AI’s Impact on Web Designers’ Professional Practices : A Case Study in the Öresund Region

Sammanfattning

As artificial intelligence (AI) tools become increasingly embedded into digital workflows, theirimpact on the web design profession is both practical and deeply cultural. This study exploreshow web designers and developers in the Öresund Region experience, adapt and incorporate AIinto their daily work. Through a qualitative approach, combining interviews with professionalsand a content analysis of job listings, the research provides insights into how AI influences bothindividual workflows and broader field expectations. Using Pierre Bourdieu’s theory of Habitus,the thesis highlights how social, cultural, and institutional contexts shape the way professionalsengage with AI, revealing both opportunities and tensions in this ongoing transformation. Whilesome embrace AI as a powerful assistant, others remain wary of its implications on expertise andlegitimacy. By situating AI adoption within a sociological framework, this study offers a morelayered understanding of digital transformation, highlighting not only technological innovationbut also the human experiences, behaviours and adaptations that drive and define it.