Reminds me of an end of advertisement design era.

Some time ago the dream job for a visual designer was at the advertisement agency. But once every large brand had their own brand book and designer's sole task was to localise those brand books and prepare print files to various page sizes and paper types the hype was over.

Meanwhile with the advent of web 2.0 all money moved to web ads, and new unexplored areas of web, ui, ux design were emerging.

Now everyone has design systems, common patterns and some ux maturity. All is now once again explored.

Though this time it is not very clear what is the next unexplored area? So far all seem to be niches – AR/VR, circular design, design for AI (whatever that means)...