For me, it’s cultural context. AI can generate references, but it can’t fully replicate lived experience. As a South African creative, so much of my work relies on instinct, memory, language and the nuances of how we actually experience our culture.
One of the logo routes we didn't choose. Balanced and friendly, but it was pulling the brand toward a different industry. Sometimes the right call is knowing which direction feels good but doesn't actually serve the brand.