For ‘creative’—It’s a gamble

Failing to see the usefulness of automating tasks at a rapid pace would be more than foolish. But for creativity and specifically brand building, speed is not the most pertinent metric; quality is.

AI can clearly produce good creative outputs, but quality is about ensuring it is fit for purpose, is robust, usable, and tells the right story.

AI lacks empathy and conscience, somewhat like a psychopath. Why do you love the possessions you love? It’s tough to explain, but there is a connection. Maybe the quality of the product, service, history, etc. It’s something that an inanimate object can’t feel; it can only mimic.

An important point not be overlooked is the ownership of generated logos and content—one cannot 100% own them. And they are (currently) unfit for proper print production—very similar to Canva-produced logos (on both fronts).  

—

In the arts and design space, I believe AI is fool’s gold. It will be good enough for some, but it feels like a shortcut to lazy, homogeneous creative work and therefore has no place in my studio. I’m putting my chips on remaining human.