Professional Ethics for Interior Designers: Using AI Imagery, Professional Communication, and Financial Responsibility
Why Talk About Professional Ethics & the Interior Design Industry?
The topic of professional ethics—acting in ways that embrace accountability, responsibility, and fairness—can be a tough (and nuanced) one to wrap your head around.
Yes, we all (hopefully!) recognize the need to act with integrity in all of our professional exchanges—with clients, colleagues, and industry partners—but there is limited and sometimes ambiguous guidance to tell us how to do that.
This is a serious and important topic, so I thought, let’s try to tackle it.
If you are an attorney reading this, please reach out —I would love to take this conversation offline and explore these topics further.
Ethical decision making, moral responsibility, and the dangers of unethical actions are monumental issues. I want to address a few topics that are specific to the interior design industry and what I believe you should keep an eye on.
To say one should always do the right thing presents a lofty and ambiguous goal. All professions should have a standard of ethical conduct. But interior designers are faced with a myriad of unique professional challenges and issues to navigate. This could include client communication about far-ranging issues related to home life and finances, struggling to constantly attract new clients, trying to escalate billable hours and company profitability, and facing desires for professional advancement. And, because design is in the creative realm, interior designers need to grapple with issues related to intellectual property, copyright infringements, confidentiality agreements, and conflicts of interest.
Participating in any profession opens up temptations for behaviors that may cross—or at least approach—the line of questionable behavior. But design seems to hold a lot of landmines for potential problems.
Most importantly, I want to consider, What moral beacon do we have to guide us?
Most commonly, when faced with a particular dilemma, we are guided by our own personal conscience, and we rely on our own moral integrity.
Unfortunately, in times of uncommon stress, or advantageous opportunity, our moral compass can often fail us.
Thomas Jefferson provided very reasonable and usable guidance. He said:
Whoever you are to do a thing, though it cannot be known but to yourself, ask yourself how you would act were the whole world looking at you, and act accordingly.
In other words, ask yourself, Would I still do this thing if everyone around me were watching me do it?
If the answer is no, you are probably doing something of questionable intent.
The American Society of Interior Designers (ASID) has a published, downloadable Code of Ethics for its members and for the profession at large. Many interior designers reading this post may not be members of ASID, therefore, are not technically obliged to follow these guidelines.
But ASID compiled this comprehensive list of actions for ethical responsibility with the insights of key industry leaders and legal professionals.
Therefore, it applies to ALL interior designers, whether they are ASID members or not. It is well worth reviewing from time to time, to make sure your behaviors and professional practices align with the interior design industry’s ethical standards.
☑️ So first on the to-do list: read ASID’s Code of Ethics.
Ethical Considerations for Using AI-Generated Images in your Interior Design Firm
As the incredible capacity of artificial intelligence (AI) enters and gradually permeates our culture, it seems that wide-ranging opportunities exist to use this powerful tool to make our lives easier. But using AI also presents a set of challenges.
Parents of school-aged or college-aged children are well aware of the unethical practice of using AI to generate compositions for written assignments or other homework. How can teachers and professors ensure students learn to write appropriately when there is such an easy path to the same end?
It seems, at this point in time, that the professional culture of interior design practice is crying out for concentrated evaluation of the ethical dimensions of utilizing AI.
It is not at all unusual these days for interior designers to post AI-produced images on their websites. There are even services for interior designers that will produce images of whatever interior environment is desired.
You want an image of a luxurious mountain resort-inspired living room, with a huge stone fireplace and rough-hewn timbers? No problem; just pay for one to be produced for you. You post it on your website, and it makes an incredible statement about your taste and stylistic preferences!
But, you did not produce this room as an interior designer.
We at DDC have solicited opinions from interior designers and interior design educators, and we agree that, to suggest you designed a space, specified all the furnishings, and brought the whole vision together into a completed room by using an AI generated image on your website IS WRONG.
It is a clear case of misrepresentation, dishonesty, and inaccuracy.
Not to mention, if a client asks about specific images in your portfolio that were designed by AI, not you, and you have to tell them, oh, that is just a rendering, it’s not a real project, will that make the potential client wonder why you don’t have any actual portfolio images??????????????????
^^^ Yes, the excessive use of question marks is warranted.
Homeowners who are not used to looking at interior images and professional photography will simply not be able to discern real from fake. AI images shown in a portfolio simply imply something that is not real is in fact, real. It is a lie. It is a falsehood. It is fake. We believe this to be wrong.
We all need to know the truth if we want to behave rationally. It’s not fair that a potential client would make a decision to hire you based on unreliable and inaccurate information. Being dishonest is being reckless. And when it comes to a homeowner's money and their most precious, private space, misrepresenting your capabilities can be costly.
I realize not everyone reading this may agree with me. But I can only share what is in my heart as I think of how I would feel if I experienced this with an interior designer I hired for one of my homes. (Thankfully, I have never been duped by someone who shows one thing on their website and marketing but then delivers at an entirely different level).
This is a misrepresentation of what is true and real. Often, the images I see on the websites of designers who are using ONLY AI portfolio images look NOTHING like the quality of work the designer has produced in real life.
Now, IF you put a disclaimer below an AI-generated image on your website that says something like:
This living room image shows a conceptual design which is not the work of Jane Smith, Designer, but this image does represent her aesthetic vision.
Then I believe you have not misled, and you are in the right. However, such disclaimers are largely absent from any AI images we have seen on designers’ websites.
What Do Industry Experts Have to Say About This?
The ASID Code of Ethics does provide a few statements that relate to this issue. In Section 2: RESPONSIBILITY TO THE PUBLIC, the code states:
Members shall not engage in any form of false or misleading advertising or promotional activities.
Including any image within your online portfolio of work clearly suggests that you created the contents of that image. A portfolio is understood to be a compilation of a creative professional’s work. There is no reason for anyone to assume otherwise.
Your portfolio of work is not a collection of images you like, it is a collection of works you created—your creative output.
Let me say that louder for the people in the back:
Your portfolio of work is not a collection of images you like, it is a collection of works you created—your creative output.
So, whatever is included in your portfolio is going to be assumed to have been created by you.
The ASID Code of Ethics also includes, in Section 4: RESPONSIBILITY TO OTHER INTERIOR DESIGNERS AND COLLEAGUES, this statement:
Members shall only take credit for work that has actually been created by that Member or the Member’s firm, and under the Member’s supervision.
Interestingly, when this Code of Ethics was initially written, no one could have anticipated a world where an artificially generated image—made to a designer’s preference—could be so easily produced! So this statement really represents ways designers used to cheat: by representing someone else’s work as their own (like when one interior designer shares another interior designer’s work in their Instagram and doesn’t have permission from either the photographer who often owns the copyright or the designer.)
Fast forward to 2024, and we live in a whole new world of potential misrepresentation, thanks to the power of AI.
And, this could also be argued the other way: that interior designers DID create the work because they use their AI tools, their prompts, and their inputs.
But then this brings up another issue altogether: if you are using your IP, your inputs, and your copyrighted works to “train” AI, then you are providing your intellectual property and copyrighted works which AI tools will then use to create outputs for ANY designer who requests something similar.
🤔 🫠
In one interesting situation, we witnessed an interior designer who is also a business coach remove all original images from their website and replace them with AI generated images—none of which reflected the original style or quality of their work. This person went on to represent them as their own works in their marketing materials.
To a trained eye, these images are clearly created with AI. They include items that a real, professional interior designer would never leave in place when photographing a project. These are small details WE notice, but that a homeowner will surely not be able to discern.
Is this misrepresentation of their capabilities? Are they misrepresenting their experience?
To make sense of this, I think of other fields where I would make a purchasing decision based on images in a business’s website portfolio.
Let’s say I wanted to undergo plastic surgery. The before and after photos on a surgeon’s website would be a major factor in who I would choose (of course, there would be other due diligence as well). What if I found out that none of the after images were the doctor’s actual work, and were instead photoshopped or produced by AI?
HMMMMMMM.
If I were hiring a photographer for my wedding and based my decision on who to hire based on the images in their portfolio, only to find out after hiring them that the images in their portfolio were all produced by AI and were not actual events or clients they photographed, I would be incredibly upset and concerned. I would likely have grounds to terminate my contract.
In fact, your client agreement probably does have language in it that allows a client to terminate their agreement with you if you misrepresent yourself or commit fraud.
Literature on the Topic of Ethics in Architecture and Interior Design
The book, Practical Ethics in Architecture and Interior Design Practice, published in early 2023, was co-authored by three college professors of Architecture and Interior Design. It too, was written just before the use of AI images permeated the interior design industry, so this topic was not addressed in the book.
We asked the authors for comments about the practice of posting AI-generated images that look like completed rooms on a designer’s website and appreciated the conversation.
Dr. David Wang, Professor Emeritus of Architecture at Washington State University responded:
This case is definitely an example of the "ethical ceiling" versus the "legal floor." Somebody for sure can argue doing this sort of thing is not illegal. But is it aspirationally the thing we should aim for? I think the crux is how a firm represents what these images are. If the firm clearly says something like "these are AI conceptions of hypothetical designs generated to reflect our firm's design style and commitment to excellence" – and the name of the AI service is clearly stated – I think we might be within an acceptable ethical range.*
The American Institute of Architects (AIA), a discipline highly related to interior design has very similar language in their Code of Ethics to that of ASID. The language of AIA is perhaps even more clear—in two statements—about the questionable practice of using images that are not real, and representing them as your own creations:
CANON III OBLIGATIONS TO THE PROFESSION, RULE 3.301:
Members shall not intentionally or recklessly mislead existing or prospective clients about the results that can be achieved through the use of the Members’ services, nor shall the Members state that they can achieve results by means that violate applicable law or this Code.
COMMENTARY: This rule is meant to preclude dishonest, reckless, or illegal representations by Members either in the course of soliciting a client or during performance.
and
CANON IV OBLIGATIONS TO THE PROFESSION, RULE 4.201: Members shall not make misleading, deceptive, or false statements or claims about their professional qualifications, experience, or performance and shall accurately state the scope and nature of their responsibilities in connection with work for which they are claiming credit.
COMMENTARY: This rule is meant to prevent Members from claiming or implying credit for work which they did not do, misleading others, and denying other participants in a project their proper share of credit.
By performance, what is meant is performing professional services. These statements of professional obligations make quite clear that misrepresenting one’s capabilities through the use of imagery that does not exemplify actual work completed is NOT considered ethical.
How An Interior Designer Can Use AI-Generated Images Ethically
Again, always consult with a licensed attorney in your state to be sure you are operating within federal and state laws. I am not an attorney and this is not legal advice.
Some best practices we suggest to maintain honesty and integrity:
Be completely transparent and disclose when AI-generated images are used in proposals, marketing materials, and websites. This can be as simple as stating, “AI generated image” beneath the image however, I don’t know if most homeowners will know what that means. While AI doesn’t hold the copyright to the images it produces, neither do you. You should make it clear that these are not real projects you’ve completed, but were instead created by artificial intelligence and are used to show conceptual ideas and to showcase how your firm uses AI tools in your creative practice.
Avoid replacing original creative work entirely with AI for the sake of time or cost savings. As the creative, why WOULD you want an AI tool to take the initial creative process from you?
Use AI to edit, refine, or poke holes in your creative works—not to replace you or your creative expertise and ideas your client is paying you for.
Include a term in your contracts (with clients and subcontractors) that states how your firm uses AI and what part of your final deliverables will be AI produced vs. human produced.
Remember that AI images are not copyrightable so really anyone can take these images from your website and reuse them as their own works. So realize you may be taking a risk by using such images. And also, if AI tools are trained based on someone else’s copyrighted work or IP, that person may be able to come after you for copyright infringement (these cases are happening).
😵💫
Professional Means of Contact and Communication for Interior Designers
Another important issue for the interior design community is the issue of honest and transparent contact and communication. This applies to communication with clients, vendors and suppliers, and colleagues.
ASID’s ethical code addresses this outright in Section 3: RESPONSIBILITY TO THE CLIENT:
Members shall be candid and truthful in all their professional communications.
How Can Interior Designers Ensure Forthright and Honest Communication?
The key is to always communicate thoroughly and proactively, keep accurate communication records, and never present yourself as something you are not.
The four biggest issues we see that can have a negative domino effect on interior design businesses:
When an interior designer doesn’t prepare an accurate scope of work, therefore the client isn’t clear on what is included in the service vs. not included.
When an interior designer doesn’t provide an accurate investment amount for both fees and furnishings before the client signs a contract.
When an interior designer doesn’t use a contract that is specific to interior design.
When interior designers act as general contractors, but do not have the appropriate license or insurance to do so. ← please ID business coaches who teach on this: LEARN.THE.LAW.
Also in Section 3: RESPONSIBILITY TO THE CLIENT, ASID states:
3.1 Members' contracts with a client shall clearly set forth the scope and nature of the project involved, the services to be performed and the method of compensation for those services.
Now, I want to dig into something here as I HAVE had this discussion with clients based on ^^^ that language.
“Contracts … shall clearly set forth the method of compensation for those services.”
→ I’m not an attorney, but my interpretation of this (and the attorneys I have spoken with on this topic) is that your contract should state what fees the client is responsible for and the method by which they will be charged and can be paid, but DOES NOT need to specify your exact % markup on furnishings, how you mark up your team’s time, any proprietary information, or your expenses.
Obviously.
So, yes, your contract should specify your design fee, the fee for additional services and deliverables, how furnishing invoices will be billed and collected, and any other fees or services the client will be responsible for paying through you as well as how the client should pay them and when they are due.
**Remember, I’m not an attorney, and this is not legal advice. You should ALWAYS have a licensed attorney in your state review your contract and make recommendations based on your specific situation.
Again, back to my plastic surgery example.
If I sign a contract with the surgeon to do my surgery, it’s $20,000, but then after the surgery I find out I also need to pay another $5,000 for OR time and additional follow up visits, I would be very upset. Those fees, obviously known to the surgeon who does this all the time (and obviously UNKNOWN to me, since I’m not regularly getting plastic surgery), should have been disclosed to me upfront, so I could make an informed buying decision.
In addition to what you include in your contract (I might be biased but our contract template for interior designers is amazing), interior designers should also protect themselves and their clients by keeping detailed records.
For interior designers this means documenting and having clients sign off on:
Approved budgets
Approved floor plans and designs
Custom items
Change orders or revisions
I also believe interior designers should clearly outline the method or methods of communication that are included in the service as well as their response time and business hours. If you’ve ever been on a discovery call with a potential client, you have most certainly heard nightmare stories about past experiences where the designer took forever to respond, or barely ever responded.
Again, your interior design contract should outline these processes and protect you and your client.
One final thing to note, and a question I get often from interior designers. “Can I request or accept a referral fee from general contractors?”.
This is something I feel pretty firmly about and had a strict policy about this when I had my wedding & event design and planning company. I never accepted referrals or commissions from vendors and put that in my contract and was able to tell my clients that when advising them on vendors.
In Section 3: RESPONSIBILITY TO THE CLIENT, ASID states:
3.4 Members shall fully disclose to a client all compensation which the Member shall receive in connection with the project and shall not accept any form of undisclosed compensation from any person or firm with whom the member deals in connection with the project.
So, if you are accepting or receiving commissions or referrals from builders or local area trades, then I do believe you should disclose that, especially if the client asks.
I’m the type of person who cannot lie → and I think it is a solid business practice to follow my lead. Your policies around pricing and the terms of your contract should be topics you can confidently discuss with clients.
Interior Designers as Responsible Stewards of Client Investment
Another ethical issue to explore is your responsibility as an interior designer when it comes to your clients’ financial resources.
You know I am all about helping interiors make more money, be more profitable, and work more efficiently.
And I believe interior designers should be compensated appropriately for their talents and expertise. In fact, in my consulting practice, I often advise interior designers that their fees are too low (not the other way around). But, there are reasonable limits to fees and there have been a few times when I have told an interior designer their fees were too high and not warranted.
In Section 3 RESPONSIBILITY TO THE CLIENT, ASID combines two issues: those of fiscal responsibility on the clients’ behalf, and transacting with vendors in the clients’ best interest. Both relate to acting financially responsibly on your client’s behalf:
Members shall act with fiscal responsibility in the best interest of their clients and shall maintain sound business relationships with suppliers, industry, and trades.
If you are collecting retainers from your interior design clients, you are acting as a fiduciary, meaning, you are holding money that belongs to the client, and you have an ethical responsibility to make decisions—based on your expertise—in the best interest of that client.
How an Interior Designer Can Ethically Direct a Client’s Financial Expenditures
Because you are advising clients on financial expenditures, and billing for professional services, you have a responsibility to make sound decisions and recommendations to your client.
Here are a few guidelines we teach (more like preach) to interior designers at my company:
Be clear about reasonable investments for furnishings. Many interior designers use an Investment Guide to inform clients about reasonable ranges for furnishings purchases early on in their process. Be sure your client knows the FULL scope of their investment with your firm (your service fees, furnishings, etc.) before they sign on the dotted line. And yes, you DO have the ability to provide this level of detail. If you don’t, be sure to check out our workshop, recorded in October 2024, From Scope to Signature: Pricing & Proposals for Interior Designers.
Only present selections that are within the client’s budget. Yes.you.can. How can you expect a client to spend $150,000 in furnishings for a single room, let's say, if they had NO idea it would cost that much. Of course they won’t purchase the design if they can’t afford it. (again, this should be ironed out WELL before they sign a contract with you).
If you are collecting a retainer for fees or furnishings, your contract should clearly state the process for that and you should have your own internal process for how you hold your client’s money.
If billing hourly, be mindful of time spent. You should have an understanding of what is reasonable, and only dedicate billable time to the degree it is appropriate. Spending 100 hours to choose one item is not reasonable. Spending 40 hours to do a single drawing is excessive. Providing drawings that are unnecessary to the design is excessive. Yes, you may be a perfectionist, but the corresponding fee is excessive for the service the client is receiving.
At a minimum, if billing hourly, you should provide an estimate to the client for the total number of hours you estimate their DESIGN will take. (You can’t advise on hours for phases you have no control over, however, you CAN set limits on the hours you will work on phases you have no control over).
I think we, as service providers, have a responsibility to use our time efficiently on behalf of our client. And again, THIS does bring up the argument of hourly billing, and that hourly billing is based on inputs, NOT outputs. With value based pricing, you CAN charge much much more and in an ethical way.
As an example, if my landscaper tells me they can do my fall cleanup and they charge hourly, and I know in the past it took our previous crew 4 hours to do it, but the new crew decides to pick up leaves by hand, one at a time, and do mulch without using a wheelbarrow, then bills me for six days of work, that is excessive and absolutely unnecessary.
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In conclusion (as if there is every really a “conclusion” when it comes to this topic), ethics in interior design, the use of AI, and pricing are topics that are currently not black and white, and I’m not sure they ever will be. Not to mention, there are federal laws (The US Copyright Office, The Federal Trade Commission) as well as state specific laws that govern these topics so it’s always best to consult with an attorney who is licensed in your state on ANY of these topics.
However, as a consumer of professional interior design services (meaning, I HIRE interior designers to help me design my homes. I am NOT an interior designer; I am a business consultant for interior designers.), my hope is that every interior designer maintains a high degree of integrity in their design practice. This elevates the entire industry (lets.raise.the.bar) and instills confidence among the public that interior designers are honest and trustworthy professionals.
Note, this post doesn’t dig into copyright infringement, intellectual property theft, or willful intent, and that is a WHOLE other discussion that more specifically applies to business owners, not so much their clients (well, unless of course it can apply to a client if a client is the one doing the copyright infringement or intellectual property theft, which does happen). Again, please discuss these topics and how to protect yourself with an attorney.
SOURCE:* D. Wang (personal communication, April 30, 2024)Looking for more? Keep reading:
