This past week saw Pentagram use AI, Jaguar reveal its “car,” Pantone drop a gloopy color, and Spotify Wrapped crashing out. Somehow, it captures what mainstream design is now: soulless.
The AI chat is getting interesting! Reminds me of the launch of a recent "tool" for naming brands – caused a big stir at the agency I was at at the time. Seems they also try to justify the use of AI by citing trademark and copyrights while ignoring the nuance that comes behind human naming/copywriting. Fascinating and sad
Spot on critique of Pentagram's use of AI. Also one of the reasons Spotify Wrapped sucked this year is that last year they laid off Glenn McDonald, the engineer/data scientist at the helm of the Wrapped project team - he had some things to say about it! https://bsky.app/profile/glennmcdonald.bsky.social/post/3lcipa5bgmc2w
I can understand the use of AI. Unless there’s regulation against it – which I would welcome – designers that don’t use it will unfortunately be more limited in range than those that do use it.
That said, I agree with most points against this specific example. I think it is neither a good case nor a good direction. The illustrations feel generic and too cliparty.
I actually find that the more recent project by the smaller studio Smith & Diction for Alma is a much better showcase of the potential of AI in branding.
The AI chat is getting interesting! Reminds me of the launch of a recent "tool" for naming brands – caused a big stir at the agency I was at at the time. Seems they also try to justify the use of AI by citing trademark and copyrights while ignoring the nuance that comes behind human naming/copywriting. Fascinating and sad
It's such a fascinating time, so much noise that it's hard to understand what's "right and wrong," so to say. Everyone trying to figure things out!
Spot on critique of Pentagram's use of AI. Also one of the reasons Spotify Wrapped sucked this year is that last year they laid off Glenn McDonald, the engineer/data scientist at the helm of the Wrapped project team - he had some things to say about it! https://bsky.app/profile/glennmcdonald.bsky.social/post/3lcipa5bgmc2w
Thank you! And wow, I had no idea about Glenn. Spotify is such a mess lol
Pentagram actually has a case study at https://www.pentagram.com/news/performance-gov
I can understand the use of AI. Unless there’s regulation against it – which I would welcome – designers that don’t use it will unfortunately be more limited in range than those that do use it.
That said, I agree with most points against this specific example. I think it is neither a good case nor a good direction. The illustrations feel generic and too cliparty.
I actually find that the more recent project by the smaller studio Smith & Diction for Alma is a much better showcase of the potential of AI in branding.
https://medium.com/smith-diction/branding-alma-25f352285455