Runway's CEO suggests that AI models possess a "personality" shaped by the company's objectives. A model built for ad-driven consumer apps will have a different "taste" and visual style than one designed for professional creative tools, making this implicit quality a key competitive differentiator.

Instead of simply adding AI features, treat your AI as the product's most important user. Your unique data, content, and existing functionalities are "superpowers" that differentiate your AI from generic models, creating a durable competitive advantage. This leverages proprietary assets.

Instead of accepting default AI designs, proactively source superior design elements. Use pre-vetted Google Font combinations for typography and find specific MidJourney 'style reference' codes on social platforms like X to generate unique, high-quality images that match your desired aesthetic.

Nick Pattison's firm creates generative tools for clients, enabling them to produce on-brand assets like geometric patterns themselves. This innovative handoff empowers clients to scale their brand system instantly and playfully, moving beyond static guidelines.

As AI makes software creation faster and cheaper, the market will flood with products. In this environment of abundance, a strong brand, point of view, taste, and high-quality design become the most critical factors for a product to stand out and win customers.

Traditional brand guidelines in static PDFs fail to scale with AI. A "brand system of record" acts as a dynamic, living brain, capturing tone, style, and visuals that AI can use in real-time to ensure all generated content is consistent and on-brand.

To analyze brand alignment accurately, AI must be trained on a company's specific, proprietary brand content—its promise, intended expression, and examples. This builds a unique corpus of understanding, enabling the AI to identify subtle deviations from the desired brand voice, a task impossible with generic sentiment analysis.

Move beyond basic AI prototyping by exporting your design system into a machine-readable format like JSON. By feeding this into an AI agent, you can generate high-fidelity, on-brand components and code that engineers can use directly, dramatically accelerating the path from idea to implementation.

The rapid pace of change, accelerated by AI, demands brands become more fluid. Rigid, static brand guidelines are obsolete, replaced by generative systems that can evolve with user needs and market trends while retaining a core identity.