AI, vibe coding and stock sourcing are recent inventions that have made the process of generating advertising and design a matter of very little effort and even less skill. They are tools, nothing more. That’s not to say they don’t have their place, but real creative ideas and unique design require a great deal more.

No one would bring me their car for repair simply because I happen to have a sizable collection of wrenches. Tightening the occasional bolt, changing a tire, replacing spark plugs are things I can handle. I know how and, yes, I have the right tools. But finding and correcting the cause of a shimmy at 3100 RPM requires experience, expertise and frequently a bit of creativity. Having the right socket wrench won’t get it done.

Artificial Intelligence is impressive in plenty of ways, but it cannot generate unique ideas, and any design it “creates” is built upon existing work. It cannot, by definition be original, and originality is the most important part of distinguishing one’s business, product or service from the competition.

That’s why my work is human designed rather than artificially intelligent.

As a graphic designer and art director — and, depending on the project, a writer, illustrator, animator, or photographer — my work is generated from my own gray matter and through my own talents, or in concert with other highly creative people who also still believe the human mind can do things a machine cannot.