Artificial intelligence has opened a remarkable new chapter for design. What once required laborious iteration now unfolds with fluid momentum. The speed at which ideas take form allows us to think further ahead. We are no longer limited by execution. We are limited by intention. When creation becomes effortless, discernment becomes essential. Taste determines which possibilities have the potential to influence culture, not simply add to its noise.
"The world is a museum of passion projects."
Taste grows through patient attention to the world. It forms through typography that feels confident without announcement, through the quiet precision of well-made objects, through architecture that affects how people move and how they feel while moving. It observes how light governs atmosphere. It recognizes clarity without needing explanation. It is reinforced by the countless personal obsessions that drive people to improve things simply because they care. As John Collison observed, “The world is a museum of passion projects.”
The horizon of possibility has widened. Ideas emerge with extraordinary velocity, and imagination can now advance without hesitation. This is a moment of unprecedented creative freedom. Taste ensures that freedom maintains direction. It focuses ambition. It recognizes when a concept possesses genuine potential rather than a fleeting appeal. It encourages decisions motivated by conviction instead of convenience.
Taste is also a measure of respect. It acknowledges that somebody will feel the outcome of every decision. Respect appears in the refusal to overwhelm, in the confidence to avoid noise, in the understanding that attention is finite and should be treated with care. Taste recognizes that people deserve products that carry intention, not indifference. It ensures the experience communicates a belief: you were considered.
As artificial intelligence multiplies the possibilities, it becomes easier to confuse expansion with progress. Every new capability competes for attention, and without a point of view a product can slowly lose the belief that made it meaningful. Taste protects that belief. It preserves the intent that gave an idea its vitality. It asks whether each decision contributes to identity or merely adds volume. In doing so, taste ensures that growth deepens purpose rather than diluting it.
Our studio sees artificial intelligence as a material that widens curiosity. It allows us to explore a breadth of ideas that once required compromise. We can pursue the unexpected without hesitation, examine alternatives that challenge instinct, and refine promising directions with clarity rather than haste. This acceleration is not about producing more things. It is about enabling stronger decisions. Artificial intelligence gives us the freedom to be more selective, not less.
Technology has lowered the barrier to making something competent. That is a gift. But it has not lowered the standard for what becomes meaningful. Distinction still relies on judgment. The companies who excel will be the ones who treat technology as acceleration, not validation. Taste is how ambition resists the temptation to settle at the new baseline. It raises the ceiling instead of lowering the goal.
And in a time when almost anything can be made, the future belongs to those who still care what deserves to be made.
