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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 🫶
It’s was super fun indeed @Chhavi Malik ✨
First swing on anything I'd throw away anyway: moodboard sprawl, twenty bad names, a rough dieline to argue with. I refuse it wherever a mistake would look like diligence to the person approving it, and your CE mark is exactly that case, a founder reads it as thoroughness rather...
Hmm what an experiment
Love the design.
I had a client once who loved creating AI designs, which led to chaos in the design process. Till the printer said, "You better get professional help" - that's when things started to go in the right direction. 😊
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