The death of craft is being blamed on AI. Take a good look in the mirror.

(SeaPRwire) –   Artificial intelligence is widely blamed for the decline of craft. Music has become generic, clothing is poorly made, and furniture is seen as temporary. The algorithms in Silicon Valley are often held responsible. However, they are not the sole culprits. We must examine our own role in this.

We have prioritized speed over quality and favored the least expensive choice. We’ve scrolled past handmade items to select those with next-day delivery. In our quest for optimization, we have stripped the soul from our brands. AI did not destroy craft. We allowed it to perish and then gave AI the means to bury it.

As someone replacing a supposedly high-end dishwasher for the third time in a decade, this feels deeply personal. As a leader of an agency, I also witness it in contemporary brand-building—a gradual erosion of the industry’s former dedication to craftsmanship. This extends beyond materials, lighting, cinematography, writing, design, and other creative components. What is fading—or was never cultivated by many businesses—is the artful presentation that animates a brand or product’s story: the significance it holds in a customer’s life. This is as crucial to branding as artistry is to handmade goods.

The absent ingredient is the human touch—the essence that provides heart and soul to brands, products, services, and marketing. We instinctively recognize when something is made with care and, more and more, when it is not. While the widespread absence of craft is lamentable, it also presents a significant chance for brands that choose to uphold higher standards, delivering greater value and a genuine competitive edge to their customers.

The Craft Killer

Regarding this crisis of craft, responsibility is widespread, and most of it lies with us. From youth, we are taught that success is measured by tangible metrics, such as wealth or possessions. We soon resort to shortcuts for optimization: a “good product” is judged solely on features and benefits; “good marketing” is defined purely by sales generation. The intangible elements central to craft—service, human connection, art and design, storytelling, and entertainment—are undervalued.

The situation deteriorated with the shift to digital. Digitizing something makes it measurable, which appears more credible and valuable, particularly in commerce. Yet craft, while intangible and immeasurable, is humanity’s language of care, fostering deeper connections.

Now, AI represents digitalization amplified. The link between rising automation and fading craft is clear—because we created it. I buy snacks at the airport via a screen, and again at the ballpark. I order food using a QR code, only calling a waiter if there’s an issue. I no longer visit a bank to deposit a check. I can even forgo the critical thought required for customer research. This eliminates chance encounters, delightful and unpredictable human exchanges, the evidence of imperfection met with ingenuity, and unforeseen solutions. The outcome is not only cynically optimized, inferior products and experiences but also a multitude of forgettable “blands.”

We constructed this reality. We also have the power to dismantle it.

Celebrating Craft

It doesn’t have to be this way. Today, craft can be present in all aspects, from product design to emails, web interfaces, or packaging. Research indicates a strong consumer desire for it—with 59% of customers stating it fosters brand loyalty and additional data showing creative craft enhances marketing impact. This means a century-old brand like our client Radio Flyer can revive its legacy by infusing craft into both digital and physical spaces, highlighting the craftsmanship inherent in their daily operations. Krispy Kreme can shift from promotional tactics to storytelling focused on the captivating craft of watching its iconic donuts glide along the conveyor belt. Fashion labels can prioritize creativity over rapid turnover. Musicians can strive to surpass what AI can mimic. All that’s required is a dedication to the principles that elevate craft from an afterthought—or its complete neglect.

Serve a Need. Always

Brands, products, and their associated content cannot exist in a vacuum. Everything must be motivated by a fundamental need experienced by a brand’s core customer. Subsequently, every customer interaction—whether in-person or virtual, in a major retail setting or a brief email—should leave the individual feeling their issue is addressed. Profit generation or cost savings cannot be the sole value provided. The need being met should be distinctive, not identical to what every rival in the market offers.

Know Your Weaknesses

You cannot identify which details to refine without acknowledging your shortcomings. Be candid. Where has your brand experience been most neglected? Email communication? The checkout process? Marketing? Store design? Customer support? Company culture? All areas? Honest assessment allows you to apply craftsmanship where it is most needed and will be most valued by customers.

Start Small

Quality resides in the nuances and fine points, not just grand gestures. Frequently, major brand events are prioritized while minor ones are ignored, even though these smaller moments are where craft can have the greatest impact. For instance, an influencer I follow advises women on style. Her tip: put on your usual outfit, then incorporate three distinctive accessories—a belt, interesting earrings, and a standout shoe. Brands can adopt a similar “rule of three” approach across key communication channels, customer touchpoints, products, and other areas.

This perspective is not opposed to progress. We can still employ measurement, digitization, and AI as instruments, but not as substitutes for craft itself. Authentic craft stems from heart and passion, demanding genuine investment of time, energy, and resources. It is also indispensable, so brands cannot sacrifice it for the sake of efficiency. Brands that embrace craft will introduce joy, love, wonder, and genuine humanity into the world, forging relationships as cherished and lasting as their products.

AI did not seize craft from us. We relinquished it. The pivotal question is if we are prepared to reclaim it.