A Principal Designer with 250+ Projects Explains Why the Agency Subscription Model Is Shrinking Back

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Discover how AI is changing startup design staffing, making embedded generalists more productive while reshaping the economics of design agencies & subscription
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AI is changing the economics of startup design by allowing experienced generalists to handle work that once required teams of specialists. Vitalii Khomenko, a principal designer with more than 250 client engagements, argues that startups may increasingly favor embedded designers who already understand the product and brand over subscription agencies that repeatedly rebuild context. Agencies still have an important role in strategic rebrands, where outside perspective and specialized expertise matter most.