When AI is out of moves we turn on the arcade

Not really. AI can create images, put together color palettes or even build a mockup. But branding is not about a logo or a font. It is about the core of a brand: the culture, the values and the choices you make. That core is built through conversations, intuition and sometimes even friction. No algorithm can do that for you.

Not quite. AI can generate variations, take over repetitive tasks and speed up parts of a workflow. But solving real problems is not what it does. It does not know your users, your market, your culture or the invisible dynamics inside a team.

Branding is all about context. It is about positioning, meaning and emotion. You cannot automate that. A vision is created in conversations, in choices and in the difficult decisions you make together.

The same goes for UX design. A model can suggest flows or layouts, but it cannot feel if they actually work for your audience. UX is about making trade offs, bringing clarity to complexity and creating moments that surprise or bring joy. That is not something you can just put on autopilot, at least not yet.

So yes, AI helps us move faster. But making the right thing and not just any thing will always be human work.

We do not keep that a secret. Cursor helps our developers write and rewrite code faster. We use ChatGPT to organize scattered thoughts and turn messy drafts into sharper text. On top of that we like to mix things up and experiment ourselves. Sometimes we build small tools that make our work easier, like a simple to do app to keep projects moving. Other times it is just for fun, like a news app that rewrites every headline as if it were a fairy tale. These experiments show that AI is not only about efficiency but also about creativity and play. Sometimes they save us hours, sometimes they do not work at all. Either way we always learn something from them.

Good question. But design does not just roll out of a tool. It comes from the choices you make. Two companies can use the same AI model, but if their culture, tone of voice and strategy are different, the results will still be completely different.

For brands it always comes down to those unique choices. AI can sometimes be a helpful tool, but it is never the foundation.

So yes, we use AI. It accelerates, it sharpens, it inspires. But good design is still about people, about choices and about feeling. And sometimes AI feels so present it is almost impossible to ignore. At those moments we crave something else, a different kind of time. That is when we turn on the arcade machine and play Street Fighter. Back to the classics. Back to simplicity.