Generative AI has rewired our day-to-day in the last 18 months. It's faster to draft, faster to iterate, and faster to hit a dead end if you skip the judgment step.
Use AI for the 80%, not the 100%
Our rule of thumb: ship nothing that hasn't been touched by a human twice. AI to draft, designer to sharpen, strategist to edit. The output gets better, the team gets faster, and we stay proud of the craft.
What it still can't do well
Taste. Restraint. Knowing when to stop. The best creative work is often about what you leave out — and that's still a very human skill.
