I think what he's doing would be more acurately described as Machine Learning, rather than AI. His algorithms are producing better logo proposals based on the data it is collecting from other users, which fits a common definition of ML [1]

[1] A computer program is said to learn from experience E with respect to some class of tasks T and performance measure P, if its performance at tasks in T, as measured by P, improves with experience E (Tom M. Mitchell, 1997)