Michael Riddering brings Tommy Geoco on Dive Club fresh off field visits to Vercel, Perplexity, Metalab, Ramp, and Snowflake. Geoco and his team are making a documentary after roughly 200 conversations with designers and design leaders this year. The survey finding he leads with is the one I would have least expected: designers who have moved more of their work into AI-assisted prototyping are also more satisfied with their workflows. The hierarchy of who is actually doing that work is the part worth sitting with:

The number one thing that stood out to me was that designers who are currently vibe coding are more satisfied with their workflows. […] And I did not expect that. […] People seem to dig it in this survey. […] It’s the people who are currently doing the majority of their workflow on vibe coding activities. It’s design engineers. That makes sense. Lead principals. [After that] it’s non-designer roles, which might be students and researchers. Then it’s managers. And then it’s your general junior mid-level IC. And that part was fascinating that managers are doing more than junior and mid-level ICs. Either things are trickling down and people are experimenting and then they’re going to pass learnings down, which is kind of what we’ve seen on location. But it also might mean that like some managers or teams haven’t yet made room for the rest of the team.

Design engineers and leads at the top is unsurprising. Managers above juniors and mid-levels is the inversion, and remains basically unchanged from two years ago when Geoco’s 2024 survey found the same thing.

Leadership-IC Divide. Leaders adopt AI at a higher rate (29.0%) than ICs (19.9%)

So what’s the read? Geoco gives it the generous read first—learnings cascading down—and then concedes the other possibility: some teams haven’t made room for the rest of the team. Riddering puts it more bluntly: “I’m looking at a bunch of junior and mid designers that are getting cut out of the process.”

The other finding is that 59% of designers have built their own tool for their workflow. The example Geoco brings back from Vercel makes the builder-mode shift concrete:

When I went over to Vercel, they had this brand designer, who had never coded before. And now was vibe coding a tool. Their marketing team would put out blog posts. And they were like, “Why does the design team need to create the OG blog post cards for every page? That’s not a good use of [their time].” So he built a tool that just allowed them to insert any sort of images. And it just already had all of the branding and the sizing baked in. And they just roll these [tools] out quickly. And I’m like, that just became a tool, an internal tool. That’s cool. And so because it was really interesting that they started referring to him as a brand engineer… And I’m like, okay, that kind of qualifies it actually.

A designer who had never coded solves an actual marketing-team problem, ships the tool, and the role title arrives after the work. That is how the next batch of “blank engineer” titles is going to land. Riddering then describes how the orchestrator pattern works in his own day-to-day, offering a concrete account of the workflow I have been writing about as orchestration from a working designer:

Part of me is almost slightly self-conscious about it. But I do the vast, vast majority of my messy explorations with AI now. I feel like I have made the jump to the quote unquote creative director where I’m just working with AI to show me a certain thing 50 different ways. And then I’m pulling the pieces that I like and then combining them again. And finally I get to somewhere where I’m like, yep, that’s good. And then I take that from paper, run it through cloud code, and now it exists on localhost. And then I will sweat the details and actually do the precision designing in code, which is, that’s crazy, man. That’s a very, very different workflow than I’ve done at any point in my career.

The orchestrator gap is opening where I thought it would. What I did not account for is who is getting invited into that work first. The data Geoco surfaces points to leads, managers, and design engineers getting more chances to build with AI than junior and mid-level ICs.

Here’s a hypothesis I’ll put out there: leads are more used to directing. I’m personally comfortable with orchestrating, being the editor because I’ve been a creative director and leader for so long. The loop is right there: frame, review, direct.