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One of the biggest mistakes to be made right now is competing on execution.
Terrible bad idea. (Permit me, please.)
AI already made execution abundant.
What clients are actually paying for now is
• Taste
• Judgment
• Strategy
• Perspective
• Problem solving
Anyone can generate content now.
But not everyone can build messaging that makes people feel understood.
Anyone can create a landing page.
But not everyone can structure a buyer journey that converts.
This is why I keep saying:
“Sell the OUTCOME, not the service.”
People don’t want a funnel.
They want more qualified leads.
They don’t want automation.
They want more freedom and consistency.
They don’t want content.
They want authority, trust, and sales.
The AI era won’t kill experts.
It will expose task sellers.
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
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barcelona, Friday morning, 11am
a founder messages me about his rebrand, the third one in two years as he wants it "more refined, more polished and more premiumlooking."
shows me the current site and it's already the most refined ai company site i've seen this week. It had a clean type, generous spacing, off white background and a lowercase logo.
it looks expensive and it tells me nothing about what they do.
polish is not always the problem, he has a positioning problem dressed as a design problem.
a fourth rebrand will not fix it and another color palette will not fix it, nicer typography will not fix it.
if you keep rebranding and the gap is still there, the gap is not visual.
How good of a web designer is AI?
I put Claude Design to the test asking it to redesign my client's product inventory page I built in Framer.
In under 10min it produced 2 variations. Neither can go on client's website directly but it surfaced two years' worth of overlooked improvements I can implement manually.
The gap between AI output and production-ready website is there, but in the hands of a web designer who knows what to do with the output, it has a valuable place in the workflow.
Feels like AI isn’t replacing the designer, it’s just speeding up the "thinking layer". Like you said, it surfaces things we somehow miss for months.
Still needs a human eye to make it actually usable, but as a brainstorming partner, it’s kind of crazy good.
How good is Claude Design as a brand designer?
I love Claude but this experiment is the perfect example that AI is way better at refining, implementing, and building on ideas than it is at actually coming up with strong visual direction on its own, even with a strong strategy deck. Especially in branding.
AI doesn’t have great taste (sorry, someone had to say it 😅 ) so without clear references or visual guidelines, the outputs feel very generic and a lot of the time...well, cheap or outdated.
It can understand words like “hydration” and “performance.”
But it doesn’t understand the feeling the brand is supposed to create.
And branding is literally about building a world people want to belong to.
Would you let Claude Design do your branding?
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