Business and branding with AI? I use AI in my work — but not the way you might think. 🤔 AI helps me amplify the atmosphere of a brand, visualize concepts faster, and create the mood that my clients and I aim for. But here’s the reality: AI still doesn’t understand meaning. It doesn’t feel the story behind a brand, it doesn’t understand the tone of voice, the nuances, the emotions, or the intention we put into the identity. And thankfully (or not), AI still can’t replace designers when it comes to creating logos, typography systems, or real brand strategy. Which means—yes, I still have a job. 😉 To create a brand, I go deep into the core of what the client wants to communicate: the values, the purpose, the mood, the personality, the way the brand speaks to its audience. This depth is something AI simply can’t replicate.