The new creative advantage is comparing more real options
When AI lowers the cost of making directions, creative teams can spend more time comparing meaningful alternatives before committing.
The Story
Figma’s latest product guidance makes a quiet but important point: AI should not merely produce a faster first answer. It should make it easier to explore several viable answers and understand their trade-offs. ([figma.com](https://www.figma.com/blog/what-it-takes-to-build-great-products-now/))
This is especially relevant to identity and web projects, where the first plausible route can become expensive simply because the team has started polishing it. More options are useful only when they are genuinely different in strategy, not just different in colour.
A Studio Wensday practice worth testing: present three routes with three different beliefs about the audience. One can optimise for trust, one for energy, one for belonging. Creative direction becomes clearer when the alternatives carry consequences.
Studio Wensday Angle
Use AI to widen the strategic field, not to multiply near-identical moodboards.