Designers exaggerate AI usage to satisfy bosses and investors, branding agency co-founder says
By
Tom May
Slow-proofed and worth the wait. Worth its weight in flour.
Summary
Max Ottignon, co-founder of branding agency Ragged Edge, reveals at the Upscale conference in Málaga that many designers exaggerate their use of AI to please bosses and investors, while the actual adoption in branding work is far more limited. He argues that AI hype is driven by investor pressure rather than genuine utility, and that the branding industry is overstating AI's role in creative work.
Key quotes
· 3 pulledI spoke to a design leader the other day. Apparently, their designers tell their bosses they're using AI all the time, but they're not really.
The hype around AI is so intense that people feel they have to pretend to use it more than they actually do.
A lot of the conversation around AI in branding is driven by what investors want to hear, not what's actually happening on the ground.
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