AI can generate a hundred options. Knowing which one is right is still your job.

The new tools are genuinely fast. I can have a hundred directions in the time it used to take to sketch three. That sounds like the hard part got solved. It didn't. It moved.

Generating options was never the bottleneck. Knowing which one is right is the job, and the tools didn't get better at that. They got faster at making things, not better at taste. Someone still has to look at a hundred passable options and pick the one that actually fits the brief, the brand, and the moment.

That judgment is the part worth paying for, and the part that takes years to build. AI made the output cheap. It made the discernment more valuable, not less.