There's a lot of anxiety these days around AI replacing creative judgment.

But I've had a different experience recently. It's removed the friction between me and my own thinking.

Spent a few hours working through a brand identity for a side project. Attributes, voice, visual direction, competitive positioning.

The AI I was working with had context on my history, my taste, my other projects. It felt like thinking out loud with someone who'd been paying attention.

Probably would have taken me a week to get here alone. Externalizing half-formed ideas takes time, and most of that time is just finding the thread.

The brand still feels personal, because it is. AI didn't choose "tactile, liminal, restrained, exploratory, serendipitous". I did. it just asked the right questions fast enough that I didn't lose the thread and move on to my next shiny object.

Side note, I'm pretty excited about this project - will share more progress as it comes together!