As AI makes creation easier, taste becomes everything
CREATIVITY
The best digital products aren't defined by the tools used to make them. They're defined by the thinking behind them.
It's 2025, and we're living through an incredible moment for digital creation.
Tools like Lovable, Cursor, Windsurf, Claude, Gemini, Codex, and countless others have dramatically lowered the barrier to building websites, apps, and digital products. Ideas that once took weeks or months to bring to life can now be prototyped in hours.
So naturally, we should be surrounded by exceptional digital experiences, right?
Not quite.
The technology is getting better at an astonishing pace, but one thing hasn't changed: tools don't create quality on their own. They amplify decisions. And the quality of the outcome is still determined by the quality of the judgement behind those decisions.
That's why, despite having access to more powerful tools than ever, so much of what gets shipped still feels generic. Many websites look 'good' at first glance, yet fail to communicate a clear story, create meaningful engagement, or leave a lasting impression. They work, but they don't resonate.
The missing ingredient isn't another, more advanced AI model or a newer website builder.
It's taste.
Taste is what helps you decide what to keep and what to remove. What deserves emphasis and what creates noise. It's the ability to recognise when something merely looks acceptable versus when it genuinely serves a user's needs and reflects a brand's identity.
Good taste doesn't emerge from a prompt. It's developed through experience, curiosity, observation, iteration, and a deep understanding of people and their needs, motivations, and drivers. It is built by studying what works, understanding why it works, and developing the judgement to apply those lessons in new contexts.
Whether you're building with WordPress, Webflow, Framer, Lovable, or whatever tool comes next, the platform itself is rarely the deciding factor. The best digital products aren't defined by the tools used to make them. They're defined by the thinking behind them.
As AI continues to make creation easier, the value of human judgement becomes even more important, not less. When everyone has access to the same tools, differentiation comes from perspective. From knowing what to build, what not to build, and how to shape something that feels intentional rather than automated.
The future probably won't belong to the people with the best tools. It will belong to the people with the best judgement. Because while AI can generate endless possibilities, it's still taste that turns those possibilities into something memorable and lovable.