Agentic AI can now build a branding system. That’s not the flex. The real question is, should it?

I understand brush strokes and pen scribbles more easily than engineered prompts. Just when I was getting the hang of GenAI to speed up my work, Agentic AI shows up and suddenly, everywhere I turn, someone is talking about agents.

I haven’t tested an actual agent yet, but I ran a thought experiment and asked ChatGPT to “act as an AI agent tasked with building a brand identity system for a fizzy, alcohol-free, fruit-based drink targeted at millennials." (the prompt was far more elaborate, but I’ll spare you the details.)

While the AI system showed impressive speed and efficiency in generating the desired output, there were some key areas which were quite off.

1. AI tends to generalize “millennials” into a curated stereotype, missing the cultural depth and diverse nuances that make people tick.

2. Trends get repeated and recycled, leaving the output feeling safe and uninspired, nothing that pushes boundaries.

3. There’s no story, no voice, no soul. It’s functional design, but it lacks emotional depth.

4. The design iterations were often misinterpreted, proof that even AI needs that instinctual human touch to steer it (as of now).

I’m still exploring, still learning about these emerging tools.

But I do wonder...when instinct isn’t in the room, what gets left behind?

When uncertainty is taken out of the equation, we lose the moments that make the creative process truly alive.

Design isn’t just about what to do. 

It’s also about knowing what not to do.

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