Cat How, co-founder and CEO of How&How, discusses the essential role of human instinct and imagination in branding amidst the rise of AI technology. The article lists various culturally significant references to illustrate how they evoke instinctive emotional reactions, which is what the agency values. However, the emergence of AI is perceived as a potential threat to creative work, prompting debates about its impact on branding and the overall design industry.
The design industry sees AI as a threat, coining terms like 'flattening' and 'McAesthetic' to express concerns over its impact on branding and creativity.
The reactions elicited by various cultural references highlight the instinctive nature of human emotions and imagination, which remains a significant focus for the agency How&How.
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