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New Lefty Notes. We asked AI about eight clients twice, once with the internet on and once with it off. On, seven of eight right. Off, seven of eight wrong, and one came back as a carpet cleaning outfit in Las Vegas that turned out to be a genuine company with the same name as my client. It is not making things up. It is going to the wrong Joe's.
Substack is out now, please check it out
https://leftymediaco.substack.com/p/ai-has-the-wrong-business
The network for creativity
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What does AI get wrong when you hand it a real brief?
I gave Kittl's agentic AI a brief we'd already shipped at Formeta, retail packaging for Ella by Ellaya Health, an at-home device for a common pelvic health condition, sold over the counter in Indian pharmacies. Plain language, no steering.
Pass one: four directions, three of them straight to the wellness reflex, lotus marks and sunrise gradients. All four were front faces attached to no box.
Pass two, with panel requirements and regulatory copy, came back with a real dieline. Glue flaps, directions for use, batch and expiry fields. Structurally a genuine leap.
It was also the wrong product. Invented a manufacturing licence number, added a CE mark to something sold only in India, moved the client to a different city.
On direction, Kittl is legitimately useful and I'd use it again. But healthcare packaging is a compliance problem wearing a design problem's clothes, and the model has no way to know it doesn't know that.
Vague brief gets you pretty. Precise brief gets you PLAUSIBLE. Plausible is the more dangerous one, because a founder without a designer might send it to print.
Last slide is the box we built.
Where do you let AI take the first swing, and where do you refuse?
It was super fun to experiment using Kittl with @Ansh Jamdagni 🫶
Left or right, which version would convert more? my intern thinks it's the bold version😶
4 voted
44%
5 voted
56%
9 votes
Closed
I like the subtle
A beautiful website isn't always an effective website.
We've seen websites with great visuals, smooth animations, and impressive interactions that still leave visitors asking one simple question:
"What does this company actually do?"
For B2B SaaS and AI companies, clarity should come before creativity.
When someone lands on your website, they should quickly understand:
→ What you do
→ Who it's for
→ Why it matters
→ What makes you different
→ What they should do next
The design should help communicate those answers—not compete with them.
This is something we think about throughout every website project.
Before adding another animation, section, or visual effect, we ask:
Does this help the visitor understand the business better?
If the answer is no, it might just be adding noise.
A good website doesn't need to explain everything at once.
But it should make the next step feel obvious.
Clarity first. Then creativity.
DesignSense
