AI beyond tutorials: a take

Something is genuinely changing about how creative professionals work. The tools are different now. The decisions you make before you even start — they are different too.

I want to figure out what the change actually means. For design work, for strategic work, for any work where your specific perspective is the value.

I want to do this in a playful way, learning by doing. I will be using AI (that should be obvious) and I have a sense of how I want to shape this site. At the same time, I am fairly certain that the process of learning and building will take me somewhere I cannot fully anticipate.

A different question

The conversation around AI is so crowded right now that it has become difficult to actually listen. A new model appears every week. Someone declares that everything has changed, again — a new course, a new hot take, a new wave of anxiety.

I spent a long time sitting inside that noise, trying to keep up. At some point I stopped, and started asking differently.

Not: how does this tool work?

But: when does it actually matter? How do you use it as efficiently and sustainably as possible? And what do you lose when you do?

I write for designers and strategists

I come from design, product, and creative practice. I am not a developer and never learned how to code. I picked up a few basics on my own. And I write for people working in a similar space: product managers, writers, strategists, teachers, consultants. People who work close to technology but do not live inside it. And people who suddenly have to deal with it, even though that was never really their job.

What I look for in the space of AI for creative professionals: an assessment of whether what I am doing actually makes sense. Whether it genuinely helps my work, or whether it just looks like it does.

That is the difference between a tutorial and a judgement. Sure, it is genuinely exciting to optimise prompts, build a team of agents and subagents that systematically take work off your plate, create your own app, or build a website exactly the way you imagined it. But I am also interested in the judgement.

Experiments, not results

What I share here are ongoing experiments. At best, also some success stories. I want to show what is possible — with my skill set — and what anyone is theoretically capable of doing. You just need to be able to explain what you want. As precisely as possible.

I try things, write down what happens, and share it. Sometimes it does not go as expected. Sometimes something surprises me. Sometimes I end up with more questions than I started with.

I grew up on the internet in a time when we tried things simply because they were there. Because they were interesting, because you were curious and witnessing a new technology. That is the approach I am trying to bring here.

What you will find

Concrete notes from projects I am working on. Reflection on the practical use of AI for creative work — what actually changes and what does not. Questions I cannot answer yet. Occasional observations about the broader narrative out there.

I share my process across all the projects I have taken on and will continue to take on. I am fascinated by what you can build in just a few hours — from full websites to custom apps, automations, and subagents that work for you. I want to share as much of this as possible, so you can give your own creative ideas free rein too.

The one question I want to leave you with

What do you actually mean when you say an AI tool improves your work? Does it improve the output? The speed? How it feels to do the work?

I ask because I do not have a consistent answer myself. What is yours? Write to me.

That feels like a reasonable place to start.