AI won't replace designers because it lacks taste and subjective opinion. Instead, as AI gets better at generating highly opinionated (though not perfect) designs, it will serve as a powerful exploration tool. This plants more flags in the option space, allowing human designers to react, curate, and push the most promising directions further, amplifying their strategic role.

While AI tools once gave creators an edge, they now risk producing democratized, undifferentiated output. IBM's AI VP, who grew to 200k followers, now uses AI less. The new edge is spending more time on unique human thinking and using AI only for initial ideation, not final writing.

The creative process with AI involves exploring many options, most of which are imperfect. This makes the collaboration a version control problem. Users need tools to easily branch, suggest, review, and merge ideas, much like developers use Git, to manage the AI's prolific but often flawed output.

Users mistakenly evaluate AI tools based on the quality of the first output. However, since 90% of the work is iterative, the superior tool is the one that handles a high volume of refinement prompts most effectively, not the one with the best initial result.

AI's occasional errors ('hallucinations') should be understood as a characteristic of a new, creative type of computer, not a simple flaw. Users must work with it as they would a talented but fallible human: leveraging its creativity while tolerating its occasional incorrectness and using its capacity for self-critique.

The most creative use of AI isn't a single-shot generation. It's a continuous feedback loop. Designers should treat AI outputs as intermediate "throughputs"—artifacts to be edited in traditional tools and then fed back into the AI model as new inputs. This iterative remixing process is where happy accidents and true innovation occur.

Leverage AI as an idea generator rather than a final execution tool. By prompting for multiple "vastly different" options—like hover effects—you can review a range of possibilities, select a promising direction, and then iterate, effectively using AI to explore your own taste.

The mantra 'ideas are cheap' fails in the current AI paradigm. With 'scaling' as the dominant execution strategy, the industry has more companies than novel ideas. This makes truly new concepts, not just execution, the scarcest resource and the primary bottleneck for breakthrough progress.

The true creative potential for AI in design isn't generating safe, average outputs based on training data. Instead, AI should act as a tool to help designers interpolate between different styles and push them into novel, underexplored aesthetic territories, fostering originality rather than conformity.