Why we decided not to build another AI-powered tool

Generative AI is certainly at the center of any discussion, and everybody wants to build something with it (we see it every day in the lists of launches here on PH).

Sure, we get it. When giants like OpenAI or Gemini make huge waves, everyone wants to swim in the same ocean, hoping to surf the hype.

But we decided to go the other way.
Not because we hate AI, but because we believe that human creativity remains fundamental to building unique brands.
AI is incredible at helping with certain tasks: it speeds us up, gives us variations, fills gaps, and sometimes saves us from creative block. But it cannot be truly original and imaginative, two elements that are essential in branding.

That’s why our subscription is built around human professionals and real interactions.

Our clients talk directly with us. No dashboards, no chatbots, no AI agents.
We use AI in our daily work, of course, but we still think, sketch ideas, debate concepts, rewrite things, and craft work using our brains and imagination.

We sincerely care about every project we work on and every person we collaborate with, which sets us apart from AI-powered design tools and similar solutions.

What do you think about AI and creativity?